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EXCELLENCE TRAINING : Excellence in Account Direction

An intensive face to face training course aimed at Senior Account Manager/Jun Account Director/Account Director level which focuses on developing and enhancing both the skills and confidence required as an Account Director in three key areas:

  • Personal management and development
  • Team management and development
  • Client management and development


  • Structured and interactive training course delivered via Power point plus interactive group, pair and individual exercises
  • Preparation task for each training session to be set in advance
  • Post course tasks to be completed and submitted one month after the course to receive the Excellence in Account Direction Certificate


Session 1 – Management of Time

  • Planning team tasks and time
  • Contingency planning
  • Prioritising for the team
  • Managing pressure at work

Session 2 – Management of Teams

  • Characteristics and traits of good people managers
  • Identification of management strengths and weaknesses
  • Guidelines for effective delegation
  • Theories and guidelines for effective motivation

Session 3 – Development of Teams

  • Essentials of good appraisals
  • Preparation discussion and follow up
  • Skills required by appraisers
  • Tricky issues to tackle in appraisals

Session 4 Management of Clients

  • Maintaining Client service levels
  • Building senior level Client relationships
  • Common Client service problems
  • Client growth and development


  • Senior Account Manager/Junior Account Director/Account Director up to 12 months after promotion to Director.
  • Group size 8 delegates maximum


  • Whole day and half day of training
  • Course run on 2 consecutive days


26th September, 9am to 4.30pm
27th September, 9am to 12.45pm


Fran Longford spent 15 years heading up Client business at various top agencies, leading teams on everything from alcohol and finance to grocery and telecoms.  Fran then became joint MD of Triangle Communications, an independent integrated agency and was responsible for both existing and new Client retention and agency staff development.  In 2000 she moved on to set up FL Training to pursue her passion for people development.  She runs training programs and coaching for the marcoms industry to enable mangers and teams to perform at their best and to inspire them to motivate and empower their teams.


Tuesday 26 September 2023 - Wednesday 27 September 2023 9:00 am - 4:30 pm


In Person
In Person
More than a day

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