How to be a Strategic Partner

JANUARY 8, 2019 – 1⁄2-day Workshop

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In this 3-hour session, Julian Saunders shares the advice he would give to his younger self. What would he have liked to have known early in his career that would help him get on and get promoted?

He has researched the advice of other successful advertising people and, in the session, he reveals their advice.

The big clue to success is relationships-being seen not just as someone who sells their agencies services but who is also working on behalf of clients and solving their problems. Or in a word- trusted.

This session explores the practicalities of building trust with clients and earning the valuable status of strategic partner. It is the bedrock of a successful career for managers at all levels.

Julian’s skills in developing partnerships and client trust have been honed through a long career and most notably during his four years as CEO of Red Cell, a WPP agency.


  • Useful tips for career success 
  • What you need to know about your clients in order to build relationships 
  • How to behave to build trust 
  • How to get to grips with client challenges quickly 
  • Tools and techniques for analysing the client’s business problem and getting to a workable brief in partnership with your client


This course is for junior Account Leads – 2 or 3 year’s experience - who are ambitious to develop their careers & get promoted.


Julian Saunders BA, MIPA, FRSA 
Julian Saunders was as a Strategist in The Zoo at Google and was previously Planning Director at Ogilvy and Executive Planning Director at McCann-Erickson.

He has had a front-line seat in the latest thinking about effectiveness from his role at Google and a training in classic account planning from his time at leading London agencies.

He has also been Executive Planning Director of Good Technology, where he worked on the BBC digital account and has worked with the UK Department of Health on the application of Behavioural Economics to behaviour change.


8:30 am to 9:00 amRegistration & Breakfast
9:00 am to 12:00 amSession


CA$495 – CA$750


Institute of Communication Agencies
2300 Yonge Street, Suite 3002
30th Floor
Toronto, Ontario M4P 1E4

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