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Seminar overview

A few years ago, AAR were the first to raise the alarm that something was going wrong in Account Management and its impact on both new biz and existing business. We have discussed with you the need to re-invent the role and remit, concluding with a focused list of key attributes needed.

In spring of this year, and using independent research to add to our insights and experience, we took this list out to clients.  We wanted to explore not only the Account Management function itself, but also contextualize their views against their current and future needs.

The one attribute that, above all others, ALL the clients latched onto was ‘curiosity’. At a time of increased demands for new working models and transformational thinking, we will explore in this session what lies behind this need and how you might respond by developing a culture of curiosity.


  • Hear the latest insights from AAR research on what clients need and why
  • Understand why clients have latched on to ‘curiosity’ as a cornerstone of a successful and long standing relationship
  • Debate what clients want agencies to be curious about, and associated traits
  • Identify the key building blocks to developing a culture of curiosity
  • Give greater clarity of meaning and value to the function of Client Service

Who should attend?

Agency Managing Directors, CEO’s, Partners and Heads of Account Management/Client Service. (Maximum of 18 attendees)

Unfortunately, we are unable to accept bookings from agency personnel outside of these roles.

About the presenters

Vicky Gillan, AAR Managing Partner, joined AAR in 2007 and works with clients & agencies across all disciplines, from post pitch through to annual evaluations of the client:agency relationship, working practices reviews, client training and bespoke consultancy. Vicky brings a wealth of client experience from a variety of sectors including FMCG, media & financial services.

Tony Spong, AAR Managing Partner, joined AAR in 2007. Prior to this, Tony has worked both client and agency side giving him plenty of insight into the challenges both parties face. His career includes spells at NatWest, Sutch Webster, McCann Comms, Haygarth, Proximity and latterly at Royal Mail working with both clients and agencies. He was elected to the DMA Agencies Council in 2008.


We open bookings roughly three weeks in advance of each seminar. To book a place, please email Ann-Marie confirming the name, job title and email address of your delegate.

NB: AAR seminars are exclusive to AAR subscribing agencies only. One place per agency, please!