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Understanding Client Business

Fully Booked

Wednesday 24th February

09:00 to 17:00

IAPI Training room

Non-members Price:

Members Price:

This course helps agency employees get a real and tangible understanding of their clients' business.

Understanding clients’ business is the third most important factor when appointing an agency and the most often quoted reason for leaving them. Yet, account handlers spend so much time managing projects that they lose sight of why they’re managing them.

What is it?

This course helps agency employees get a real and tangible understanding of their clients’ business.

It will give them the confidence and inclination to want to find out more about their clients’ business and through this create new revenue building opportunities and happier clients.

In this course, we use a mix of case studies, workshop sessions, anecdotes and discussion. We emphasise the importance of seeing the bigger picture but also getting immersed in the data when it matters.

Who is it for?

It is aimed at account handlers with at least two years’ experience. They will have a good grasp of working with clients but are ready to look for opportunities that exist when they really get under the skin of their business.


We aim to give our delegates the tools, motivation and confidence to dig deeper and ask the right questions. Having a deeper grasp of our clients’ business will help them win new assignments and create even more effective ideas

Paul Burns

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 Programme 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 to building revenue, creating strong and long lasting client relationships, working on iconic campaigns, showing passion and skill in developing people - 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 and the European Communication School.

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)