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Spring 2024 AAR Creative Business Development Apprenticeship

Hybrid with two sessions in person and three online via Zoom


Having a strong business development team is crucial if you are to compete in today’s crowded marketplace. In order to help agencies in this very important area, eleven years ago we created an intense five-session course singularly aimed at agency staff who were ‘new’ to new business.

In 2024, with new business resource at a premium, there is clearly a shortage of talent in the industry. We’re aware that many agencies are looking to “grow their own” business development stars by using existing resources and staff, often from Account Management, rather than recruiting from outside of their organisations.

So, if you have existing new business talent that needs a refresher or have someone on the team that’s moving into the area, our Business Development Apprenticeship represents a great option, and we are now offering places on our Spring course.

Adapting to current circumstances, we’re running a hybrid course with Weeks 1 and 4 in person at our Wimpole Street, London W1 offices and Weeks 2, 3 and 5 online via Zoom.

“The course was brilliant. Not only am I taking away lots of invaluable learnings for RFI responses and Chemistry meetings, but I really enjoyed the chance of working closely with other agencies and understanding their different processes and ways of working. Overall, it was a really fun experience and I have made some great friends along the way. I would 100% recommend this course!” 2023 delegate

Accredited by the IPA and IDM as contributing towards the Continuous Professional Development award scheme, the course provides both practical and theoretical advice, including recommendations on new business strategy, business development from existing clients, targeting and pitching techniques. In addition, participants gain practical experience of completing RFI’s, participating in Chemistry Meetings and receiving feedback.

“Thank you for such an amazingly useful and well-run course. It was incredibly valuable and informative, and I feel has given me a strong foundation to work off immediately! A great experience and a fantastic bit of exposure too." 2023 delegate

At the start of the course, participants are divided into teams and compete against the other groups during the course.

Course outline

  • Session 1 – Background to new business, understanding clients, facts and figures, what makes people good at new business, how does new business/pitching vary by discipline, issue of RFI and Chemistry Meeting brief (in person)
  • Session 2 – New business strategy (proactive v reactive), completing an RFI, running a New Business department
  • Session 3 – Feedback on RFI, what makes a good chemistry meeting
  • Session 4 – Live chemistry meetings (in person!)
  • Session 5 – Feedback on Chemistry Meetings, pitch experience from recent client

“Thank you for having me on this great course. The guidance, mentorship, and experience was like no other and I feel I learned so much about the world of new business and have gained new skills that will definitely be vital in the progression of my career.”  2023 delegate

Course details

Course Chair: Martin Jones, AAR. Martin will be joined by leading figures from the New Business community along with senior AAR colleagues throughout the course.

Course prices


£1450 + VAT (AAR Non Subscribers).

Next course (5 Weekly Sessions): 27 February to 26 March 2024 from 9.00am – 10.30am, as follows:

Session 1:            Tuesday 27 February (in person at AAR, Wimpole Street W1)

Session 2:            Tuesday 5 March

Session 3:            Tuesday 12 March

Session 4:            Tuesday 19 March (in person at AAR, Wimpole Street W1)

Session 5:            Tuesday 26 March

Booking: 16 places only are available on this course.

Event Information

Hybrid with two sessions in person and three online via Zoom
Start: 27/02/2024
End: 26/03/2024
09:00AM - 10:30AM
£1250+VAT AAR Subscribers/ £1450+VAT Non-Subscribers

All AAR Seminars are CPD accredited

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