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24nov9:00 am12:00 pmWorkshop 6 - DoDifferent Client Servicing (VIRTUAL)9:00 am - 12:00 pm


(Thursday) 9:00 am - 12:00 pm

Event Details








  • Introduction to Client Service
  • The Changing Face of Client Service
  • Building Strong Client Relationships
  • Adding Value to Client Service – how the Diploma can help and how to approach the set brief
  • Q and A session


Fran Longford – Training Consultant

Fran spent 15 years in several highly regarded agencies including Triangle Communications as Joint Managing Director.  She then left the agency world and for the last 15 years has worked on devising and running training programmes for a wide range of leading agencies and industry bodies.

James Willougby – MD, Initials

James started his career in Sports Sponsorship, working with and for MasterCard leveraging sponsorship properties. He then spent 10 years working on major integrated accounts such as Budweiser, Ladbrokes, and Audi.  James joined Initials in 2008 and currently runs a group of accounts including PepsiCo and Heineken UK, as well as heading up the Client Service Team.  Initials is one of the UK’s best known independent creative agencies and are experts in Brand Development, Shopper Marketing, Ecommerce, Content, Technology and Experiential.

Nick Adams – Managing Director, Sense

Straight from University, Nick began his career at Triangle Communications where he remained for 10 years gaining a thorough grounding in various forms of promotional marketing.  He worked across most major Clients of the agency, gaining experience of different categories.  Nick was then given the opportunity to set up LIME, a separate experiential specialist agency within the Publicis Group. With valuable start-up experience, Nick set up his own experiential agency Sense, in 2004.  Sense went on to win two Agency of the Year awards within its first 3 years.  The agency today employs over 50 people, with offices in London and New York, and works with a diverse range of global brands from The Economist and Innocent, to Mars, Merlin and Molson Coors.  Nick’s play a very hands-on role, working with Clients to maximise their real-world activations.

Melanie Pearson – Kali Communications, Freelance Publicist

Melanie spent over 7 years as a Media Relations Specialist and Campaign Strategist in the communications industry. She managed a variety of campaigns from big brands to niche projects and worked at various agencies focussing on entertainment PR – Neil Reading PR, Zero Degrees West and Think Jam with clients such as TikTok, Warner Bros UK, Sony Pictures UK and Universal. Melanie also worked at Hill & Knowlton Strategies in their Food and Drink team on brands such as BelVita and Jus Rol Pastry. She now works as a freelance consultant having set up her own PR company called Kali Communications. Melanie was one of the top performers in the AIA 2019/20 Diploma. 

Aaron Jones – Advocacy Experiential, Director

Aaron spent 5 years as an on-trade education and event specialist for Bacardi Martini Ltd designing bartender focused educational and advocacy platforms.  He then joined a leading experiential agency working on large scale events for alcohol brands such as Grey Goose, Bombay Sapphire and St Germain.  He founded Advocacy Experiential in 2019 – a specialist experiential agency that creates engaging experiences for the drinks industry.  Aaron was one of the top performers in the AIA 2019/20 Diploma.

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