Date Location Price
10am-4.30pm April 6, 2022 Brighton £720 £660 - Early Bird Register

Your Trainer

Paul Burns

Paul Burns

The Burns Unit tlc

Meet your trainer

Paul spent 25 very successful and exciting years at Saatchi & Saatchi looking after client business. He became their Training Director and first Director of Knowledge Practices, sitting on the main Management Board of the Agency.

He is recognised to have passion and skill in developing people and won several industry awards for Learning and Development.

He has run accounts across a wide variety of businesses, from the hugely successful bid and launch of the National Lottery, to fast turnaround business on News International. He has led teams on large and complex financial brands and has run countless Blue Chip fmcg brands.

Paul launched The Burns Unit tlc in 2009 and now works with many of our key trade bodies; IPA, ISBA, EACA, Clearcast, the 4A’s and also with over 60 leading agencies from traditional above the line agencies, to large and small media agencies, specialist digital and search agencies as well as a number of blue chip client organisations.

Who should attend this course?

This course is primarily aimed at Account Managers working in any type of agency. Having said that, the course doesn’t exclude more senior Account Directors who will find it a useful refresher or indeed more junior Account Executives and those beginning their careers who will find it a great introduction to their new role. Other agency specialists may also find the course helpful as we find technical specialists are becoming more and more client facing.

What to expect

If you register for one of our training courses you don’t only get a day of in-depth and practical training from some of the industry’s most respected professionals, you also get a ticket to Europe’s biggest specialist SEO event.

100% Money Back Guarantee

There’s simply no worse feeling than putting aside a day out of the office to go to a training course, handing over your cash and a course failing to live up to your expectations.

We do all we possibly can to make our courses the best you’ve attended but if you ever feel we didn’t live up to your expectations, we’ll give you a total refund, no questions asked.

Trust must be earned and without it the role of Account Management can often be a lonely, pressurised and frustrating role.

In this intense immersion into the heart of what builds that illusive level of trust within your agencies and with clients we will explore the importance of really understanding your clients business, why leadership and teamwork are so important and finally we will introduce some key tools to manage projects more efficiently.

We aim for every delegate to walk away with actionable skills and a renewed sense of confidence, optimism and a real view of the bigger picture in addition to the importance of the tiniest detail.

Course content

In the first session we will discuss what we love and hate about the role of Account Manager. We will look at what clients want from their Account Managers and explore some of the key skills and behaviours that build positive relationships. We will draw on a huge chest of great ‘war stories’ and a collection of nothing other than tried and trusted methods of the art of Account Handling.

After a short break we will focus on why fully understanding client’s business and asking the right questions, rather than answering the wrong ones is the key that unlocks client trust. Without this understanding there will be no hope for your agency creating powerful initiatives to build client’s businesses, brands and reputations. This session will put client’s business right back on top of every Account Managers agenda. It will give delegates confidence in asking more questions and the confidence in the power of curiosity.

After lunch we will consider teamwork and leadership. In this session we’ll explore what the qualities that can dramatically improve any person’s ability to lead and inspire a team. We will discuss the inter-personal skills needed for the successful running of any team. The session will explore the skills and insights into how to be a more effective leader of people and teams regardless of their title. We will give individuals the tools to develop their own leadership style as well as inject a greater confidence to lead, inspire, know when to ‘Let go’ and how to deal with those difficult conversations that sometimes have to be had.

Account Managers can often feel overwhelmed by the volume of work and the constant demands of internal colleagues and clients. The final session of the day will identify some simple models to help manage projects more efficiently and how to mange the ‘to do’ list more ruthlessly and give delegates the ability and confidence to say ‘no’ when they have to.

We expect delegates who currently feel frustrated by difficult relationships with clients and sometimes with other agency and internal colleagues to be transformed into more confident and better Account Management individuals. After this intensive session we expect delegates to leave fitter and better equipped to excel in their roles and more likely to be perceived by clients and colleagues as trusted partners.


A pdf of the content will be provided to those delegates who want it and Paul will be available for follow up questions after the brightonSEO event is over.

Register - Brighton Session

Why Train with BrightonSEO

Experts, not Trainers

We won’t waste your time sitting you in front of full time trainers who haven’t got their hands dirty for god knows how long; we get experts from different fields of the industry on board to give you the information they know works, not just the theory of what’s supposed to.

Specific, Detailed and Unique

Most training providers are looking for a course they can run month after month, week after week, so they end up being general and catch-all. Not our courses … they’re more detailed and in-depth than you’ll find anywhere else.

You Drive the Agenda

We don’t drive the agenda, you do. Before each training course, we ask what you want to be taught, and we actually listen. All the workshops we run have been selected because they’re the most commonly requested training subjects useful to you.

Group Sizes

The group sizes are ideal, more than a handful to offer a bit of diversity and substance to the day, but small enough that the training can remain hands-on and personal, making sure all questions are directly answered.

The Perfect Duration

The day runs from 9.30-4.00 to keep it punchy. Any longer than that and it starts to drag, any shorter and you’re not able to properly sink your teeth into what you’re covering. Don’t worry, you’ll also get plenty of breaks to network.

Proper Food & Drink

There’s a couple of coffee breaks, morning and afternoon, and we also provide a proper lunch. That’s right, we’re talking real food with beer and wine rather than soggy sandwiches or mush slopped from a tray.


I absolutely loved the training I just attended and thought it was completely worth my time and my company's money. My head is about to explode with new information right now.
Juliet Perrachon-Bazire d’Arguesse

Juliet Perrachon-Bazire d’Arguesse
Co Founder, Bébé Voyage

Duncan’s CRO training was fantastic. He demonstrated the conversion optimisation process in a methodical and engaging way, using relevant case studies and activities to bring it to life. I definitely left with a reinforced appreciation of how important CRO is for us and also the confidence to strengthen our own optimisation programme.
Sarah Wilhelmi

Sarah Wilhelmi
Head of SEO,

I would heartily recommend this course to anyone in the eCommerce field who wants to get to maximize their SEO potential. (Ecommerce Live Online)
Jon Sharman

Jon Sharman
SEO Specialist, Life Science Group

Its always a great experience at Brighton SEO. The whole team learn something new from the industry leaders' experiences.
Danielle Easton

Danielle Easton
SEO Consultant, 22 Digital

I've gained invaluable learnings and taken away actionable tactics and ideas for strategy formulation which I've been able to act upon almost immediately. The informal yet structured classroom style of delivery provided an excellent inclusive and engaging environment.
Dawn Anderson

Dawn Anderson
Director, Move It Marketing

I thought you’d like to know how your sessions are genuinely benefitting people and that your instructors are going above and beyond.
Matt Allfrey

Matt Allfrey
SEO Manager, iCrossing UK

We attend every Brighton SEO (it's like our Christmas!)
Laura Slingo

Laura Slingo
Digital Campaign Manager, Seeker Digital

I had a long wishlist of things I wanted to be able to do, It was clear from the start that the trainer was a real specialist who knows the topic inside out.
Rob Watson

Rob Watson
Head of Marketing, Glendinning Group

So much background information and explanations provided together with clear detailed plans for implementing what was covered.
Mike Glaire

Mike Glaire
Director, Edinburgh Training and Conference Venue

The training at BrightonSEO gives you unique, small-group access to some of the best minds in the business who give you actionable tips to take away and improve how you do things straight away. Oh and you get a free lunch
Stuart Kerr

Stuart Kerr
Head of Digital, Liberty Games

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