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Clients are telling us that they want their Account Leads to be more ‘commercially curious’. A partner that gets their business and how it makes money. Too often they complain that agencies seem more interested in growing their own business at the expense of their clients. Our March seminar offers a client’s perspective on how Account Management needs to change to develop truly effective strategic partnerships; how clients are developing their marketing strategies in today’s world, and the forces at play in creating and implementing them.


With marketing increasingly being the function leading the commercial agenda of the organisation, there is a shifting dynamic taking place in brand teams and their areas of responsibility, and in turn their agencies. Long gone are the days of annual budgets being set and retainers being received; delivering commercial return for investment is key.

This session is your chance to hear, first-hand, from a client-side marketer the challenges clients face when developing marketing strategies and, therefore, what they are looking for in their Account Lead and, most importantly, why. Understanding the role agencies can play will be key to being a strategic partner.


  • What is really happening client side?
  • What clients are looking for from an agency partner
  • How to truly understand client’s strategic and commercial goals
  • Clients strategic planning process – what happens?
  • How you can help strategically?
  • How to get in the mind of the client side Marketer
  • How are you going to be more curious and what does the present and future look like?


  • Gain a deeper understanding of what is happening client side
  • Identify where your account lead must be curious to truly become a strategic partner
  • Understand the opportunity and why ‘we don’t have time’ is only a door closer


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


Abigail Dixon is a Chartered Marketer and Fellow, an approved and accredited CIM (Chartered Institute of Marketing) consultant and trainer. She has an extensive track record of delivering profitable brand growth both client-side at Bosch, Premier Foods, Burger King and Britvic and, latterly, in a consultancy capacity across multiple categories and sectors.

Abby is passionate about improving the client/agency relationship and works with both relevant professional bodies CIM/IPM to step change the capability and competencies required through training and mentoring. She does this by working on both sides of the fence; with brand and client teams to improve their understanding of agency structure, briefing and pitch management and with agencies to step change their capability in strategic planning and commercial understanding to meet the new role clients expect, as well as provide interim planning and clients view/ pitch support.

How to book

Bookings will open on Weds 4 March 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!