AAR Core Level Seminar: How to stay ahead when everything is shifting

Introduction 

Clients are facing relentless internal and external challenges, from efficiency and effectiveness, market disruption and challenger brands which means clients need top advice, great strategy, and transformative ideas now more than ever.  

AAR’s latest research illustrates that there is a significant shift towards the ‘How’ of marketing. The way clients work internally and externally with partners is changing and will continue to do so as new technology and trading conditions offer both opportunity and challenges.

As agency partners, it’s crucial that you proactively work out your role in the marketing operating model and raise your voice to offer suggestions and solutions to remain part of transformative conversations. Clients want - and need - that more than ever but how best to do that needs deep consideration, and genuine account leadership. The old equations no longer stand, and tolerance is low.  

The challenge, as we see it, is how do we lean into this shift and design better and more appropriate ways of working with clients, ensuring not only our survival but also enjoying greater success. 

Hear from two of AAR’s most experienced consultants, with different perspectives on these challenges and opportunities, in our exclusive October seminar. 

Seminar overview 

In this interactive seminar we will explore: 

• Setting up the challenge from a client and agency perspective 

• Unpacking key themes from AAR’s latest EMOM research  

• Sharing ideas as to where key opportunities may lie from what we see and hear  

• Introducing the AAR 4C’s Ways of Working model  

• Recognising the importance of reset – and why a retaining mindset starts from Day 1 ​ 

• Helping to inform the shape and format of your “growth” strategies  

• Questions to ponder  

Benefits 

• Understand the changes in client behaviour, and how you need to adapt (now) 

• Explore and share ideas and issues of the day with your peer group 

• Gain useful insight to help shape your retention/growth strategies across your client ecosystem   

Who should attend? 

All those responsible for managing and developing client working relationships e.g., Client Service Directors, Board and Group Account Directors, Managing Partners from all agency disciplines, independent and networks.  

If you have time, please read our latest EMOM research and bring your thoughts and ideas to the session. 

About the presenters 

Vicky Gillan  

Vicky is Lead Consultant for Relationship Management and Upskill at AAR. She works with clients, agencies and in-house teams across all sectors and disciplines, from heritage brands to scale-ups including Asahi Group, ASOS, BHF, HiBob, Kerry Dairy, Pay.UK, ITV, NatWest, Netflix, PwC and Sage. Her expertise lies in agency assessment - reviewing client–agency performance and leading ways-of-working, transformation and reset initiatives.

Before joining AAR, Vicky spent 20 years client-side in FMCG, media and financial services, collaborating with agencies and in-house teams of all sizes.

Tony Spong 

Tony is Lead Consultant for Brand Strategy at AAR, working with both clients and agencies. With experience on both sides of the industry, he advises on brand strategy, innovation, production and design, bringing essential context to business challenges and insights that help agencies compete more effectively.

He also runs AAR’s agency seminar programme, keeping it fresh and relevant to industry change. A regular awards judge, Tony has supported various trade bodies and most recently chaired the DMA Creative Committee.

Running this session online 

We will be running one session only from 9.30am to 12.00pm on Wednesday 15 October 2025 via Zoom. If you or a colleague would like to participate, please do email us with name, job title, agency and email address to events@aargroup.co.uk and we’ll be sure to send you the Zoom conference details. We cannot process bookings without those details! 

NB: AAR seminars are exclusive to AAR subscribing agencies only. A maximum of FIVE places per agency for our remote sessions, please.