Understanding your clients business

Training with Paul Burns

Only by our people fully understanding our clients business and asking the right questions, rather than answering the wrong ones can we hope to produce insightful, efficient and effective communication.  

This course puts clients business back on top of the agenda so individuals are better equipped to build their client’s businesses, brands and reputations.

Who is this course for? 

This course is designed for Account Handlers and Planners with 1 - 5 years experience. People who are brilliant at execution and may well have a good rapport with clients but are struggling to go beyond a good relationship and are becoming frustrated that they are not seen by clients as true business partners. 

Course Outline

In this course we aim to give delegates confidence in asking more questions and the confidence in the power of curiosity. To appreciate why clients love nothing more than an agency really caring about their business. This will be done by introducing simple models, case studies and group exercises along with a box full of war stories. We want every delegate to walk away with a vigour and mission to know more about their clients business. 

About the Trainer

Paul spent 25 very successful and exciting years at Saatchi & Saatchi looking after client business. He became their Training Director and first Director of Knowledge Practices, sitting on the main Management Board of the Agency. He is recognised to have passion and skill in developing people and won several industry awards for Learning and Development. 

He has run accounts across a wide variety of businesses, from the hugely successful bid and launch of the National Lottery, to fast turnaround business on News International. He has led teams on large and complex financial brands and has run countless Blue Chip FMCG brands.


Paul is a great character! He oozes experience and is happy to share it. The lessons he has learned and shared are not only very interesting but invaluable to know your clients business. This course is an absolute must for anyone who works in the client service business. - Storm Russell, Senior Client Manager, Mediavest

I found this course extremely helpful and would recommend it to anyone in a Client Service role. Paul is fantastic and explains things in a simple and understanding way. He makes you take a hard look at your knowledge of your clients and gives you quick and simple ways of getting to know them and their business better. I am delighted to have attended and fully believe my relationship with my clients and my career will benefit in the long run. - Siobhan McEvoy, Senior Acount Manager, TBWA Dublin 


Bookings will open in early August. Members Price €320.00 Non Members price €380.00

Please note member's prices apply to members of IAPI only and all bookings are non-refundable.

Contact IAPI

12 Clanwilliam Square, Grand Canal Quay,
Dublin 2, D02 CD51, Ireland.
T: 01 676 5991

Hours are 9am - 1pm and 2pm till 5:30pm (Mon - Thurs) and 5pm (Friday)