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Developing an entrepreneurial mindset

Via Zoom video conference


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?

Research conducted by AAR, and supported by the recent IPA study, has unequivocally told us that clients’ Account Leads must be focused on their business, their brand, their challenges; someone who has that entrepreneurial instinct for an opportunity, balancing risk and reward, be that to grow market share or simply to improve ways of working.

Now we are striving to help our subscribers work out how their account management function needs to change to embrace these findings.

Welcome to the next in the series aimed at supporting those new to and aspiring to be Account Directors, helping them develop an entrepreneurial mindset.

Seminar overview

Using real-world case studies and the latest research, this seminar will define exactly what entrepreneurship is (and what it isn’t) and focus on the key attributes – and methods – entrepreneurs exhibit through a journey of success and failure, opportunity, adversity, challenge and luck… so that you will go away with the most acute sense – and plan – of how you can apply all that to the accounts and business you work on.


  • Learn the difference between ‘entrepreneurship’ and ‘entrepreneurial thinking’
  • Identify with one of the 3 main types of entrepreneur, and how to leverage that
  • Appreciate – and maximise – the 8 traits of the entrepreneur
  • Share in the 3 secrets of entrepreneurial success
  • Commit to the 6-point entrepreneurial manifesto
  • Create exactly the right environment for entrepreneurial selling
  • Set-up your own 6-point entrepreneurial framework model
  • Take away 4 highly effective opportunity planning techniques and tools
  • Learn from the real-world, with 27 case study examples
  • Add 5 kick-starter entrepreneurial book recommendations to your reading list

Who should attend?

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

About the presenter

Stephen Chandler first showed signs of entrepreneurial promise at the age of 11, by making 40% profit on Coke cans bought from the Co-op and re-sold to school friends, then being spotted and trained for leadership by the Royal Air Force (as a pilot) at 15 years old. Stephen subsequently spent 27 years working in advertising management, first with network agencies (such as Ogilvy, GGT, JWT and TMW) and latterly founding, running and exiting his own agencies: The Feel Agency, TomTom Nation, Barber & Chandler, and The Wooden Table.  During that time, he has been a highly effective manager, leader, entrepreneur, mentor and non-executive director to many individuals, companies and charities.  He is now a full time Coach and Mentor, and consultant to several advertising agencies.

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 14 October 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.

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
  • 14/10/2020
  • 10:00AM - 12:30PM
  • Free to AAR Subscribing agencies

Please note: Open to AAR Subscribers only

All AAR Seminars are CPD accredited

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