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Over the last few years, there has been a growing concern among senior clients that something is going wrong with the Account Management function. Couple this with a growing acknowledgement from senior agency leaders that external and internal respect for the function has declined alarmingly and it’s clear to all that change is needed.

In 2018, AAR conducted research among clients to identify the key attributes they were looking for in their Account Lead and they unequivocally told us that ‘curiosity’ was the most valuable attribute they needed to have – focused on their business, their brand, their challenges. A sense maker in a world of complexity, disruption and numerous opportunities.

In 2019, we are striving to help our subscribing agencies work out how their account management function needs to change to embrace these findings. Welcome to the first of a number of senior management seminars designed to do just that.

Seminar overview

This seminar focuses on how clients are developing their marketing strategies in today’s world, and the forces at play in creating and implementing them. With marketing increasingly being the function leading the commercial agenda of the organisation, there is a shifting dynamic taking place in brand teams and their areas of responsibility, and in turn their agencies. Long gone are the days of annual budgets being set and retainers being received; delivering commercial return for investment is key.

This session is your chance to hear, first-hand, from a client-side marketer the challenges clients face when developing marketing strategies and, therefore, what they are looking for in their Account Lead and, most importantly, why.

Understanding the role agencies can play will be key to being a strategic partner.


  • Gain a deeper understanding of what is happening client side
  • Identify where your account lead must be curious to truly become a strategic partner
  • Understand the opportunity and why ‘we don’t have time’ is only a door closer


  • What is really happening client side?
  • What clients are looking for from an agency partner
  • How to truly understand client’s strategic and commercial goals
  • Clients strategic planning process – what happens?
  • How you can help strategically?
  • How to get in the mind of the Marketer
  • How are you going to be more curious and what does the present and future look like?
  • Questions /Q&A

Who should attend?

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

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

About the presenter

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.

Abby is passionate about improving the client/agency relationship and works with both relevant professional bodies CIM/IPM to step change the capability and competencies required through training and mentoring. She does this by working on both sides of the fence; with brand and client teams to improve their understanding of agency structure, briefing and pitch management and with agencies to step change their capability in strategic planning and commercial understanding to meet the new role clients expect, as well as provide interim planning and clients view/ pitch support.