Back to Events



AAR Core Level Seminar - Inside the client's mind: Unlocking resistance to change with Andrew Waddell

Via Zoom video conference


We’ve all experienced the frustration of presenting an exciting and innovative strategic or creative response to a client, only for them to seemingly block or seek to dilute it. The more we try and explain why it’s right, the more resistant our client seems to get. But what’s really going on in the Client’s mind and how can we influence them?

This seminar will provide insights and frameworks on both the systemic and psychodynamic influences on our clients, and how to earn the right to influence their decision-making.

Seminar overview

The seminar is split into two halves:

  1. Exploring and Understanding: focusing on the four key systemic and psychodynamic boundaries impacting on your clients – authority, task, politics and identity
  2. Influencing and Overcoming: focusing on how to earn the right to influence your clients using the Stairway to Behaviour Change model

Delegates will get the chance to apply and work through a live client relationship or project challenge within each half of the seminar.


The goal is for every delegate to come away from this seminar with:

  • A broader understanding of the influences on client behaviour
  • A stronger empathy for the client in their relationship with the agency
  • A roadmap to earning the right to influence
  • And hopefully a solution to an existing client challenge!

Who should attend?

Agency folk responsible for engaging and building relationships with senior, decision-making clients – including Account, Strategy and New Business Directors.

About the presenter

Andrew Waddell is the founder of Mind & Matter Consulting; focused on helping individuals, teams and agencies better understand themselves and their clients in order to achieve their goals.

He set up Mind & Matter after more than 20 years in marketing agencies; including as Head of Client Service and Chief Operating Officer at Proximity London, working with clients - including market leading brands such as John Lewis, P&G and Volkswagen. He devised and delivered the agency operating models for both the multi-agency IKEA account and multi-stakeholder TV Licensing account.

He has a Masters in Systemic-Psychodynamic approaches to Organisations from the Tavistock and Portman, and an ICF-accredited Diploma in Transformational Coaching from the Animas Centre for Coaching. He also runs his own one-to-one life coaching business, The MidLife Coach.

Running this session online

We will be running one session only from 10am to 12.30pm on Wednesday 15 March 2023 via Zoom. If you or a colleague would like to participate, please do email us with name, job title, agency and email address on 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.

Event Information

Via Zoom video conference
10:00AM - 12:30PM
Free to AAR subscribers

All AAR Seminars are CPD accredited

CPD Award Scheme Logo
CPD Logo

© 2024 AAR Group. All rights reserved.