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Advanced Client Relationships Course

For account handlers operating at a senior level who are looking to progress to a leadership position

The course will provide you with everything you need to help drive greater growth for your agency. You’ll acquire advanced skills and knowledge in topics such as developing long-term sustainable relationships, retrieving better briefs from your clients, and thinking at a macro level.

Course benefits 

Each module will be delivered by the experts in their field sharing best practice, experience, plus tools and techniques to help you take the leap from Account Director to Client Lead level and on your continued progression to Client Partner, Client Service Director, MD and into the C-Suite.

Who is this course for?

This course is designed for those with 7-8 years of experience in an account handling role (Account Director level) and already operate at a senior level but are looking to unlock what it takes to progress to a leadership position.

Sessions: 

This is a seven-week course with six virtual sessions and one in-person session. The first six sessions will all be held virtually and the final session on Wednesday 5 March 2025 will be held in person at the IPA.  

Please note these sessions are subject to change.

Module 1 (virtual) - Wednesday 22 January 2025, 10am -11am: Building your profile

  • Defining your role within an agency and your reputation in the industry – how to build your profile and make a meaningful impact on client relationships while performing a leadership role.

Module 2 (virtual) - Wednesday 29 January 2025, 10am -11am: Building and mobilising a strong client team 

  • How to keep your team motivated whilst hybrid working, and how to pitch for more resources in a strategic way. 

Module 3 (virtual) - Wednesday 5 February 2025, 10am-11am: Developing long-term relationships

Genna Trentham, Client MD, Wavemaker

  • Developing long-term sustainable relationships with your clients, and the importance of good work.

Module 4 (virtual) - Wednesday 12 February 2025, 10am-11am: Building an entrepreneurial culture

Sonya Arthur, Client President, EssenceMediacom UK

  • Building the confidence to proactively maximise your agency’s opportunity with an existing client. 

Module 5 (virtual) - Wednesday 19 February 2025, 10am-11am: Courageous conversations

Pieter-Paul von Weller & Matt Davies, BetterBriefs

  • How to have courageous conversations, push back to clients, and challenge the ways of working to ultimately change client behaviour.

Module 6 (virtual) - Wednesday 26 February 2025, 10am-11am: Pitch contribution

  • Why pitching is necessary to progress – how to make the greatest contribution to a pitch team, when to push back and when to support.

Module 7 (in-person) - Wednesday 5 March 2025, 10am-11.30am: Financial acumen

  • Understanding agency finances and the commercial model.
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Last updated 11 September 2024