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AAR Core Level Seminar Programme - Providing Account Management with Strategic Planning tools to liberate curiosity

Via Zoom video conference


Clients have told us that the key attribute they are looking for in their Account Lead is ‘curiosity’. This ‘curiosity’ needs to be focused on their business, their brand and their challenges.

This seminar is designed to give you the valuable ingredients to think about your clients in a more business-focused way rather than just through the lens of communication. It will also give you the confidence to frame that understanding and curiosity into practical Strategic Planning models.

A sense maker in a world of complexity, disruption and numerous opportunities.

Seminar overview

Through a series of stories, exercises and discussions we’ll explore what curiosity means in a pragmatic sense.

We’ll consider what curiosity might look like in developing a greater understanding of individuals, client business and markets.

We’ll then open a box of simple and pragmatic Strategic Planning tools in order to give you the confidence to enter the strategic debate both internally with your agency Planners and Senior Management but also with clients.


The key objectives are for every delegate to come away from this seminar with:

  • A fresh sense of optimism
  • A clearer purpose
  • A broader understanding of the bigger picture
  • A useable set of Strategic Planning models to help translate thinking into better communication

Who should attend?

Account Management. Those who have cracked the process and its technicalities but who are now looking to become Account Directors and lead and influence comms and business strategy, both internally and with clients.

About the presenter

Paul Burns has run accounts across a wide variety of businesses, from the hugely successful bid and launch of the National Lottery, to fast turnaround business on News International. He has led teams on large and complex financial brands and has run countless Blue Chip FMCG brands.

Paul has a passion and skill in developing account management people, in particular. He’s won several industry awards for Learning and Development including five IPA Training awards, two Gold, one Silver and two Special Awards for Best Training Director and Best Long-Term Contribution to Training. He also Chaired the IPA Trainers Forum for three years.

Paul launched The Burns Unit tlc in 2009 and works with many of the industry trade bodies: IPA, EACA, Clearcast and ISBA, 4A’s; over 60 leading agencies of all types and sizes, as well as a number of blue-chip client organisations including Google, Discovery Network, AIA, General Mills, Revlon, HSBC and Petronas.

Running this seminar online

We will be running one session only from 10am to 12.30pm on Wednesday 15th May via Zoom. If you or a colleague would like to participate, please do email us on and we’ll be sure to send you the conference 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

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