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Autumn 2023 AAR Creative Business Development Apprenticeship

Hybrid with two sessions in person and three online via Zoom


Having a strong business development team is crucial if you are to compete in today’s crowded marketplace. In order to help agencies in this very important area, eleven years ago we created an intense five-session course singularly aimed at agency staff who were ‘new’ to new business.

In 2023, with new business resource at a premium, there is clearly a shortage of talent in the industry. We’re aware that many agencies are looking to “grow their own” business development stars by using existing resources and staff, often from Account Management, rather than recruiting from outside of their organisations.

So, if you have existing new business talent that needs a refresher or have someone on the team that’s moving into the area, our Business Development Apprenticeship represents a great option, and we are now offering places on our Autumn course.

Adapting to current circumstances, we’re running a hybrid course with Weeks 1 and 4 in person at our Wimpole Street, London W1 offices and Weeks 2, 3 and 5 online via Zoom.

“Thanks for organising this course. I’ve really enjoyed it and am taking a lot back to my role from it. It’s been fun and informative, and I’ve found it eye-opening to work with peers from other agencies and learn from their processes.”  2022 delegate

Accredited by the IPA and IDM as contributing towards the Continuous Professional Development award scheme, the course provides both practical and theoretical advice, including recommendations on new business strategy, business development from existing clients, targeting and pitching techniques. In addition, participants gain practical experience of completing RFI’s, participating in Chemistry Meetings and receiving feedback.

"Being a junior member of the new business team, I had never worked on an RFI and it will be many, many years before I sit in a Chemistry meeting. This course allowed me to experience these two things which was an incredible experience. I also learnt a huge amount from the training sessions which I will take with me throughout my career. Incredible course - I very much recommend it!” 2022 delegate

At the start of the course, participants are divided into teams and compete against the other groups during the course.

Course outline

  • Session 1 – Background to new business, understanding clients, facts and figures, what makes people good at new business, how does new business/pitching vary by discipline, issue of RFI and Chemistry Meeting brief (in person)
  • Session 2 – New business strategy (proactive v reactive), completing an RFI, running a New Business department
  • Session 3 – Feedback on RFI, what makes a good chemistry meeting
  • Session 4 – Live chemistry meetings (in person!)
  • Session 5 – Feedback on Chemistry Meetings, pitch experience from recent client

“There’s been lots of really useful learnings and I’ve loved hearing the stories peppered throughout. Really reminds me that New Business is fun as well as competitive and hard work!” - 2022 delegate

Course details

Course Chair: Martin Jones, AAR. Martin will be joined by leading figures from the New Business community along with senior AAR colleagues throughout the course.

Course prices


£1450 + VAT (AAR Non Subscribers).

Next course (5 Weekly Sessions): 10 October 2023 to 7 November 2023 from 9.00am – 10.30am, as follows:

Session 1:            Tuesday 10 October (in person at AAR, Wimpole Street W1)

Session 2:            Tuesday 17 October

Session 3:            Tuesday 24 October

Session 4:            Tuesday 31 October (in person at AAR, Wimpole Street W1)

Session 5:            Tuesday 7 November

Booking: 20 places only are available on this course.

Event Information

Hybrid with two sessions in person and three online via Zoom
Start: 10/10/2023
End: 07/11/2023
09:00AM - 10:30AM
£1250+VAT AAR Subscribers/ £1450+VAT Non-Subscribers

All AAR training and seminars are CPD accredited

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