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Curiosity at the heart of account management

Via Zoom video conference


Clients have told us that the key attribute they are looking for in their Account Lead is ‘curiosity’. This ‘curiosity’ needs to be focused on their business, their brand and their challenges. A sense maker in a world of complexity, disruption and numerous opportunities. This seminar is designed to give you the valuable ingredients to inspire you to create your own curiosity profile for your client.

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 why individuals should always be curious about how to make the process more efficient, while maintaining the highest creative standards.


The key objectives are for every delegate to come 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

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 the 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.

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, during these challenging times of social distancing and restrictions indoors, all of our Core and Senior 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 17 February 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.

Event Information

  • Via Zoom video conference
  • 17/02/2021
  • 10:00AM - 12:30PM
  • Free to AAR Subcribers

Please note: Only open to AAR Subscribers

All AAR seminars are recognised as contributing to CPD award scheme

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