Back to Events

We are currently seeing a trend of clients putting business up for pitch based on ‘the calibre of the team wasn’t good enough’ rather than the more ‘traditional’ issues with creative or strategy.

As retention and organic growth of business from existing clients becomes increasingly important, we share what we are seeing hearing and observing. From the pressure clients are under grappling with an always-on world to the issues agencies have in retaining and recruiting the right skills, we will share insights and perspectives based on our experience.

We will highlight why we believe this is the time to re-think the role of account management, and listen to your views as leaders within your agencies. We believe we have been at a cross roads for some time and therefore need to work out what needs to change to address the “live” issues, and some repetitive ones too.

 Seminar overview

  • What we at AAR are seeing and hearing from clients
  • Share client’s current frustrations and areas to actively explore
  • Debate the essential attributes of great account management
  • Understand AARs view on the top 5 essential ones and why
  • Develop a new job description for the role


  • You will hear first-hand what is really important to clients… and put yourselves in their shoes
  • You will gain some practical ideas that you can put into practice to grow client business
  • Opportunity to share common barriers and ideas

Who should attend?

Agency Managing Directors, CEO’s, Partners and Principals. (Maximum of 18 attendees)

Unfortunately, we are unable to accept bookings from agency personnel outside of these roles.

About the presenters

Vicky Gillan, AAR Managing Partner, joined AAR in 2007 and works with clients & agencies across all disciplines, from post pitch through to annual evaluations of the client:agency relationship, working practices reviews, client training and bespoke consultancy. Vicky brings a wealth of client experience from a variety of sectors including FMCG, media & financial services.

Tony Spong, AAR Managing Partner, joined AAR in 2007. Prior to this, Tony has worked both client and agency side giving him plenty of insight into the challenges both parties face. His career includes spells at NatWest, Sutch Webster, McCann Comms, Haygarth, Proximity and latterly at Royal Mail working with both clients and agencies. He was elected to the DMA Creative Committee in 2017.

How to book

AAR Seminars are exclusive to AAR subscribing agencies. Bookings open approximately THREE WEEKS IN ADVANCE of each seminar. To book a place, please email Ann-Marie confirming the name, job title and email address of your delegate.