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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. A sense maker in a world of complexity, disruption and numerous opportunities. This seminar is designed to give you the valuable ingredients to inspire you to create your own curiosity profile for your client.

Seminar overview

We’ll explore what curiosity means in a pragmatic sense, exploring the four key areas through a series of stories, exercises and discussions.

We’ll consider what curiosity might look like in developing a greater understanding of individuals, client business and markets. We’ll consider the importance of becoming more ‘media fluent’ and why individuals should always be curious about how to make the process more efficient, while maintaining the highest creative standards.


The key objective for is for every delegate to walk away from this seminar with:

  • A fresh sense of optimism
  • A clearer purpose
  • A broader understanding of the bigger picture
  • A recognition of the importance of the tiniest detail

And critically a renewed energy to be relentlessly curious about the ever-changing media landscape and about their client’s business.

Who should attend?

Account Directors and those aspiring to become Account Directors in the next 6-12 months.

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 industry trade bodies; IPA, EACA, Clearcast and ISBA, 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 and Petronas.

How to book

Bookings will open on Weds 5 February 2020. To book a place, please email Kat confirming the name, job title and email address of your delegate and whether they’d prefer the morning or afternoon session.

NB: AAR seminars are exclusive to AAR subscribing agencies only. One place per agency, please!