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Over the last few years, there has been a growing concern among senior clients and agency leaders that something is going wrong with the Account Management function. What additional value do they bring to the table that Strategic Planners, Creatives, Technologists and Project Managers don’t?

In 2018, AAR conducted research among clients to identify the key attributes they were looking for in their Account Lead and they unequivocally told us that ‘curiosity’ was the most valuable attribute they needed to have – focused on their business, their brand, their challenges.  A sense maker in a world of complexity, disruption and numerous opportunities.

In 2019, we’re striving to help our subscribing agencies work out how their account management function needs to change to embrace these findings.  Welcome to the first of a number of seminars aimed at supporting those new and aspiring to be Account Directors, helping them be relentlessly curious.

Seminar overview

We’ll explore what curiosity means in a pragmatic sense, exploring the four key areas through a series of stories, exercises and discussions.

We’ll consider what curiosity might look like in developing a greater understanding of individuals, client business and markets. We’ll consider the importance of becoming more ‘media fluent’ and why individuals should always be curious about how to make the process more efficient, while maintaining the highest creative standards.


The key objective for is for every delegate to walk away from this seminar with:

  • A fresh sense of optimism
  • A clearer purpose
  • A broader understanding of the bigger picture
  • A recognition of the importance of the tiniest detail
  • And critically a renewed energy to be relentlessly curious about the ever-changing media landscape and about their client’s business

Who should attend?

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

About the presenter

Paul Burns has run accounts across a wide variety of businesses, from the hugely successful bid and launch of the National Lottery, to fast turnaround business on News International. He has led teams on large and complex financial brands and has run countless Blue Chip FMCG brands.

Paul has a passion and skill in developing account management people, in particular. He’s won several industry awards for Learning and Development including five IPA Training awards, two Gold, one Silver and two Special Awards for Best Training Director and Best Long-Term Contribution to Training. He also Chaired the IPA Trainers Forum for three years.

Paul launched The Burns Unit tlc in 2009 and works with many of industry trade bodies; IPA, EACA, Clearcast and ISBA, over 60 leading agencies of all types and sizes, as well as a number of blue-chip client organisations including Google, Discovery Network, AIA, General Mills, Revlon and Petronas.