Creating Opportunities by Understanding your Client's Business

IAPI Training

Paul Burns

Paul Burns

Wednesday 27th February


IAPI, 8 Upper Fitzwilliam Street, Dublin 2


What is it?

All clients want agencies to be proactive and have initiative, but they don’t want ideas just for the sake of them. Growing revenue from existing clients and winning new clients is a constant need for agencies to succeed.

This course has been created to put the understanding of clients’ business back on top of the agenda and for delegates to appreciate that the key to unlock these opportunities is by having a much clearer understanding of their clients’ business. We can only hope to do this if we ask the right questions, rather than answer the wrong ones. This will be the spark for creating ideas that really build our clients’ businesses, brands and reputations.

Who is it for?

Account handlers and planners. 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.


To give delegates the confidence to ask more questions. To put clients’ business issues at the heart of the agency’s proposed ideas.

To provide confidence in the power of curiosity and appreciation of why clients love nothing more than agency people really caring about their business.

The key objective is for every delegate to walk away from this course with a vigour and mission to know more and more about their clients’ business.


Paul spent 24 very successful years at Saatchi & Saatchi, joining as an Account Executive in 1984 and rapidly promoted to the Board of the London Agency. He added the role of Training Director and in 2005 extended his remit to become the first Director of Knowledge Practices.

He created and ran the most awarded Training Program in the advertising industry and was prominent in pushing training more broadly, through a successful 3 years as Chairman of the IPA Training Forum.

Paul’s Account Handling skills have been described as exemplary. A strong track record in running accounts across a wide variety of businesses, from the hugely successful bid and launch of the National Lottery, to fast turnaround business experience gained on News International, he has led teams on large and complex financial brands and has run countless blue chip FMCG brands.

In his years at Saatchi & Saatchi he contributed hugely to its success in all areas: building revenue, creating strong and long lasting client relationships, working on iconic campaigns, showing a passion and skill in developing people and doing it all with tenacity and resilience balanced with grace, compassion and, some have said, a great sense of humour.

In 2009 he set up The Burns Unit tlc. a specialist Training and Development consultancy for advertising agencies, communication organisations and marketing departments.Paul is also a visiting Lecturer at Westminster University, The University of East Anglia, the European Communication School and a founding Tutor at the EACA International School of Advertising and Communications. Paul also wrote & edited the IPA on line Foundation Certificate.

Booking form

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)