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AAR Core Level Seminar – Transforming account management from a cost to an asset in your clients’ eyes

Via Zoom video conference


Creative firepower and strategic thinking are valued by (some!) clients as adding value to their businesses. However, when negotiating fees, clients look at the account management hours and ask “what value are they adding to my business?”

Imagine a world where this resource is seen as a positive asset, valued and appreciated by clients rather than a cost to be negotiated down.


In this interactive seminar, we’ll explore ways to improve your client relationships. Your session will be led by Gareth Turner, an experienced client-side leader, who will share his perspective and insights:

  • Understand what drives client/ agency relationships (with a particular focus on what’s going on for the client)
  • Understand some of the tell-tale signs that a relationship is in trouble and how to develop a strategy for recovering it
  • Develop an appreciation of how to get your clients to buy brave work (using the “Beanz on Bix” tweet as an example)


  • Improved client relationships leading to…
  • …your clients better appreciating the value you bring
  • Gain a deeper understanding of what clients are saying about agencies
  • Build a set of tactics to help understand your clients better
  • An interactive session with a range of agency side peers and an experienced client

Who should attend?

This seminar is intended for those who are leading a client relationship in their agency, those playing a significant role in client relationships, or those who will move to one of these roles in the near future.

About the presenter

Gareth Turner is an experienced Global FMCG marketing and commercial leader with a proven and successful track record in developing brands, individuals and teams with such household brands as John Smith’s, Bulmers, Lurpak, Cravendale, Arla and now at Weetabix.  He’s a simplifier of strategy and a hater of marketing BS. He believes that using your strategy to guide decision making is the key to great marketing.

Running this session online

Normally, AAR seminars are held in the rather lovely Penthouse over at the IPA on Belgrave Square, and we hope to be welcoming you through their doors again very soon. However, as we look to return to a new normal post-COVID, all of our 2021 seminars will be delivered remotely via Zoom video conference. This enables us to continue to deliver on our commitment to providing training for our agency subscribers in a safe and convenient format.

We will be running one session only from 10am to 12.30pm on Wednesday 17 November 2021 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.

Many thanks for your flexibility and support throughout these unprecedented times.

NB: Bookings will open in mid-October for this session.

Event Information

  • Via Zoom video conference
  • 17/11/2021
  • 10:00AM - 12:30PM
  • Free to AAR subscribers

Please note: Please note: This event is exclusively for AAR Subscribers.

All AAR Seminars are CPD accredited

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