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Curiosity at the root of creativity

Via Zoom video conference


In AAR’s ‘Reinventing the role of account management’ research (2019), ‘curiosity’ was identified by client respondents as the most sought-after, highly-valued attribute of their agency “leads”.

When asked what they want their agency “leads” to be curious about, their responses were telling. For example; “A benefit of agency over in-house is that they have a view across sectors. They give breadth and ideas, and I want interesting and relevant thoughts and ideas that prove they understand my challenges and drivers” Inspiring stuff!

Of course, curiosity comes in many forms and the link between curiosity and creativity is not new. But what if we could develop new habits and behaviours that help us take a more ‘curious’ approach to managing client relationships. Would that lead to more ‘creative’ problem-solving?


In this online session, we’ll look at the relationship between curiosity and creativity and how to unlock and focus both, to discover fresh perspectives and find new ways to approach client business challenges.


  • Discover how adopting new habits and behaviours can help stimulate your curiosity and spark your natural creativity
  • Work collaboratively to apply learnings to your own preferences and situations
  • Generate personal actions: habits to adopt ‘tomorrow’ and maintain beyond
  • Consider how to influence and involve your colleagues


Any role or level, but importantly those with an interest in client relationships and (of course) an open, curious mind.


As founding creative director of one of the UK’s largest independent marketing agencies, Shelford Chandler spent over 20 years working with famous FMCG and retail brands.

Now, as a creativity consultant, he trains teams in creative thinking tools, techniques and behaviours. He also designs and facilitates creative processes, helping diverse client and agency groups apply their creative energies to generate innovative ideas and solve business challenges. ​

Abigail Dixon is a Chartered Marketer and Fellow, an approved and accredited CIM (Chartered Institute of Marketing) consultant and trainer. She has an extensive track record of delivering profitable brand growth both client-side at Bosch, Premier Foods, Burger King and Britvic and, latterly, in a consultancy capacity across multiple categories and sectors.

Shelford and Abigail are consultants at Labyrinth Marketing, a strategic marketing and capability agency working with the people behind the brands and agencies to help step change their growth through long-term strategic planning and implementation. They are passionate about bringing plans to life and provide support to the people delivering them through training, mentoring, interim resource and consultancy.


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, when social distancing and working from home are our watchwords and with no clear indication as to when the current lockdown measures will be relaxed, 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 20 May 2020 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.

Many thanks for your flexibility and support throughout these unprecedented times.

Event Information

  • Via Zoom video conference
  • 20/05/2020
  • 10:00AM - 12:30PM
  • Free to AAR Subscribers

All AAR Seminars are CPD accredited

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