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AAR Seminar – Redefining Account Management

Via Zoom video conference

It’s time to stop the question mark over account management and the value it adds.

It’s time for a focused discussion with like-minded leaders on ‘the role of account management’ and what is needed to lead a client’s business successfully into the future.

The purpose of this seminar is to challenge the status quo, elevate our thinking and discover ideas you can take back to your agency to set account management up for long-term future success. Specifically focusing on how to lead junior members of the team to become the visionary account directors and partners clients’ require.

This session will provide you with insights and learnings from fellow Client Service leaders; a framework to find the gaps that are limiting potential, and what is needed to bridge that gap to move you towards increased performance and results.

Seminar overview

This seminar, hosted by Joanna Howes, is designed to:

  • Define and create clarity on the problem that needs to be solved to move account management towards future success

  • Help leaders see the gaps in the agency that are limiting the potential in the team to move them from being doers to direction-setting thinkers

  • To challenge the status quo of current thinking to help account management set up for success

  • Identify the benchmarks of excellence for account management to create the highest level of client experience to attract and retain clients and team members


  • Time to challenge your thinking and identify what is in your control to change to elevate the account management team

  • Knowing you are not on your own and learning from your peers on what has been tried to date and what has and hasn’t worked

  • Clarity on the outcomes, expectations and benchmarks that are needed to create an account management team fit for the future that are valued by your clients

  • A four-dimensional framework to use for all problem solving that can be shared with your full team

  • Motivated and energised with solutions to take back to your team

Who should attend?

This seminar has been designed for those agencies who have recently reviewed or are reviewing their Account Management function and would therefore be suitable for Heads of Client Services, Managing Directors, CEO’s, Partners and Principals.

About the presenter

Joanna Howes has over 20 years’ experience, with a focus on operational excellence. Working in some of the top international agencies – including VCCP London, Clemenger BBDO Melbourne and McCann UK and Europe – Joanna trained as a mindset and behavioural coach 5 years ago in order to effectively create and achieve sustainable change management within businesses.

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 13 October 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-September for this session.

Event Information

  • Via Zoom video conference
  • 13/10/2021
  • 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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