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There’s 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?

This seminar is designed to share insights and generate debate about how we need to redefine the role of the Account Lead since the introduction of Project Management. We’re seeing that Account Leads are still holding on to around 60% of the Project Management function through a lack of clarity, uncertainty and protectionist behaviour. This is resulting in poor decision making, missed opportunities for growth and the loss of clients.

We’ll focus on the different levels in Account Management and define how the middle level roles should operate in order to bring through future account leadership talent.

We’ll explore the thinking required to define what it means to be an account leader today. Deep-diving into the specific behaviours, skillsets and tasks needed for account leaders to achieve growth, while also focusing on how to achieve success for both the client and the agency.


  • Understand how to create clear distinction between project management and account leadership
  • Peer-to-peer learnings on defining account leadership for the future
  • How to get the model right, leading to better efficiencies, stronger effectiveness and solid client relationships
  • Practical learnings on how to shape your client services team through all levels

Who should attend?

Agency Managing Directors, CSD’s, 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 presenter

Joanna Howes has over 20 years’ experience, with a focus on operational excellence. Working in some of the top international agencies – including VCCP London, Clemenger BBDO Melbourne and McCann UK and Europe – Joanna trained as a mindset and behavioral coach 3 years ago in order to effectively create and achieve sustainable change management within businesses.


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