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AAR Core Level Seminar - Transforming account management from a cost to an asset

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 the former Head of Marketing at Weetabix, where he oversaw the long-term brand strategy for the nation’s favourite cereal.  He has over 23 years’ experience working within food and drink and has also had the pleasure of leading the marketing for household name brands like John Smith’s, Bulmers, Lurpak, and Arla in local and global roles. He’s passionate about working with organisations with a long term, strategic approach to brand building, mixed with a good dash of bravery.

Now Gareth runs Big Black Door, a marketing consultancy which offers senior marketing leadership experience to businesses who want to supercharge their growth.

Gareth regularly contributes to Marketing Week and frequently shares his marketing perspectives on LinkedIn and in his email newsletter. Subjects he is especially passionate about include the benefits of a productive, more respectful relationship between agencies and clients, and how to enable bolder marketing in your business.

Running this session online

We will be running one session only from 10am to 12.30pm on Wednesday 19th October 2022 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-September for this session.

Event Information

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

Please note: This event is exclusively for AAR Subscribers.

All AAR Seminars are CPD accredited

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