LONDON — Marketing consultancy AAR, which runs PR pitches for brands and offers marketing and business support to agencies, has launched a leadership training programme for communications professionals.

The ‘No Bullsh*t Leadership E-Learning Programme’ has been developed in collaboration with Chris Hirst, former CEO of Havas Creative Group and author of bestselling business book ‘No Bullsh*t Leadership’.

The aim of the programme, which starts in June, is to “accelerate the introduction of a new generation of everyday leaders by democratising leadership training for all,” not just those in the C-suite. There are 40 places available on the first course, for people at any stage of their career across agencies and brands.

AAR chief executive Victoria Fox said: “We believe leadership must be thought of and taught in a completely new way, and that companies who embrace this challenge will gain a considerable competitive advantage.

“For over 45 years, AAR has been at the unique intersection between brands and agencies, and we have seen first-hand how great leadership sets leading brands and agencies apart. If people are the fuel that drives creativity and innovation, it is essential that our new leadership programme becomes the engine room of tomorrow’s leaders. We can’t just wait for new leaders to emerge, we must nurture them to succeed.”

The CPD-accredited online course is led by Hirst and AAR consultant and executive coach Vonnie Alexander. It comprises eight modules covering different aspects of leadership, including sessions on the importance of decision making, why self-care is vital and how to have difficult conversations, as well as guest speakers including Harpreet Kaur, winner of ‘The Apprentice’ in 2022, and an online discussion forum.

Hirst said: “Leadership is always the problem and better leadership is the only solution. Yet so much of what we’re told and sold about the subject is just snake oil. This creates two baleful real-world problems: it inhibits those already in leadership positions from fulfilling their potential and worse, excludes whole swathes of society from believing it is something they can aspire to. I passionately believe that there is no leadership type. Everybody can lead and lead well – and this programme is how.”

AAR will be giving one free place away for every two sold to young people aged 18-25 from under-represented groups or with limited educational or employment opportunities, in partnership with the MAMA Youth Project.