We use cookies to help enhance your experience and improve the functionality of our website.
For more details and help to manage your cookie options read our Privacy & Cookies information.

The IDM Business Leadership Programme is designed for those in marketing, advertising or communications who are on that most challenging of journeys: the leadership path.

You may be just starting out, or you may already be in a leadership role but find yourself grappling with the issues and impact of change; wherever you are on your leadership journey, it’s critical for you to be able to do three things:

  1.  Take the big picture view of your customers, your organisation and your market
  2.  Re-imagine the impact you can have if you bring all of yourself to your role 
  3.  Make a plan you can make real fast

Our Business Leadership Programme gives you the skills, the time and the support to do just that.

Find out more about the Programme

Target Audience

The Business Leadership programme is for those that want to:

  • Lead, or aspire to lead, the marketing function, a business division or a small to medium sized business as a client, an agency or a consultancy
  • Want to better understand their leadership style, develop their leadership capability and create their own leadership brand
  • Would benefit from working with experts and peers in mapping out their own path, milestones and plan for success in 2020

The programme

This intensive and interactive programme tackles questions like:

  • How has leadership changed and what’s your style?
  • What are today’s challenges and how can you rise to them?
  • How can you lead digital transformation in your organisation?
  • How can you innovate to put the customer at the heart of the business?
  • How can you drive the most value from your marketing?

CANDIDATE Requirements

The Business Leadership programme is for those that:

  • Have 5+ years business experience in a relevant and related field
  • Are in a Director, Account Director, Head of Department (CRM, Digital), Senior Partner or Manager role
  • Are obsessed with the customer, curious about the possibilities of technology, open to new models of the future and committed to driving different kinds of value

Programme information


Part 1: Rethinking leadership in the age of the customer

Day One
Welcome and introduction to the course

Leadership 2020

  • The evolving face of leadership
  • The irresistible power of purpose
  • Enduring principles of leadership
  • The rise of followership
  • Quiet! The emergence of the introverted leader

The changing role of leaders in marketing today

  • The marketers’ dilemma
  • The rise and rise of the customer and the experience economy
  • A glimpse at tomorrow’s tech landscape
  • Step up, the marketing game-changer
Guest speaker: Discussion about changes in their customers’ expectations, the challenges they pose to the business and how marketing is rising to meet them.

Breakaway: Leading the creation of value - How to be a financially savvy marketing leader

  • The financial environment
  • The basics of financial management
  • Measuring financial performance
  • Accounting for people
  • Taxes: the bad news
  • Year-end procedures
  • Seeking investors
  • Preparing for exit
  • Breakaway/starting afresh
Day Two
Leading innovation to put the customer at the heart of the business
  • Myths and realities of innovation
  • Innovation 101: problems, levers, types, design thinking, faces and styles
  • The changemakers’ toolkit and how to use it to drive disruption
  • An innovators gallery: learning from case studies
Guest speaker: A discussion about their experience of innovating with, for and around their customers

Breakaway: Transform and perform - How to lead digital transformation to create a seamless customer experience
  • What digital transformation is and what makes it successful
  • What does it take to lead digital transformation
  • How to use data and digital technologies to transform the customers’ experience
  • Stepping through the digital transformation journey
Guest speaker: A discussion about their experience of digital transformation and how they met the challenges to reinvent the customers’ experience

Day Three
Marketing the marketing leader
  • Unleashing the e/intrapreneur in you
  • Designing your own leadership brand
  • Being your own Oprah: creating your media network
  • Preparing for launch: practical session to design your brand
Breakaway: Speak up and out - How to develop your leadership profile through conference speaking
  • Secure your opportunity
  • Create your content
  • Deliver with impact
  • Making it real: The presentation

Part 2: Developing yourself as a leader

Day Four
Understanding yourself as a leader
  • Situational leadership and knowing your strengths
  • Identify how leaders make the right and wrong choices when leading others
  • Develop the ability to analyse and select the correct style of leadership for a given situation
  • Have a deeper understanding of your own strengths and how to benefit from them
Day Five
Developing Key Leadership skills
  • Establishing and communicating your vision
  • Leading change
  • Developing skills in mentoring and coaching
  • Role playing and group exercise
At the end of the course you will have a clear personal development plan and will have the opportunity to be attached to a mentor to ensure that the outcomes of the programme are effectively embedded.

Guest speakers include:
Mike Berry F IDM
Steve Govey
John Scarrott
who should attend?
It is ideally suited for those who are leading or about to apply for positions leading marketing or running a business division on client side or stepping up to partnership and leadership roles in marketing agencies or consultancies. It will also suit those who are considering running their own businesses.

This intensive and highly interactive programme of activity will focus on developing self-knowledge and confidence alongside the skills and competencies required to manage and inspire others and achieve personal and business goals.

Delegates will be expected to have a minimum 5 years business experience in a relevant and related field. Typical roles will include director, account director, head of (for example CRM, digital, accounts), Group Account Director, Senior Partner, Partner, Manager.

Companies may send teams of individuals to encourage cross functional cooperation and development.

Debi Bester

Debi’s expertise is in leading global organisations across diverse sectors to innovate with, for and around the customer. 

Bringing years of award-winning experience with her, she inspires her clients’ and their customers to collapse the walls, walk in each others’ shoes and co-create the kind of value no-one else can.

Based in London, Debi is CEO of innovation agency Department of Change, where she focuses on brand, product and cultural innovation. She is also Director of Creativity & Innovation at coaching and training consultancy The Reinvention Works. 

She works with companies just starting up, those disrupting the market and those reinventing themselves to reclaim their lead. Among her current clients are King Games, WaterAid, EDF Energy, EY, Virgin Media, Virgin Wine, Direct Line and Experian.

Having started out in South Africa as a journalist working at the height of apartheid, Debi also served as Secretary of the Democratic Party in the country’s biggest constituency. She then moved into advertising, working as a creative at McCann and DMB&B before joining Proximity BBDO, where she became the first Innovation Director appointed to the executive board of a UK comms agency.

Over the years, she has won over 110 international awards for innovation, creativity, strategy and research. Among her collection are Grand Prix and Golds from Cannes Lions, New York Festivals, London International Awards, MediaGuardian, Market Research Society, iab and the DMA. (Though perhaps she’s proudest of winning an Index on Censorship Prize awarded by late Poet Laureate Ted Hughes.)
Contact Magazine said of her work that it “signals how brands revolutionise the way they communicate with their audiences”.

Today she also shares those revolutionary ideas by speaking at Conferences, most recently in Serbia; judging awards shows, from the Cannes Lions to the DMAs; designing the ‘Campaign for great British copywriting’ as Writer-in-Residence of the DMA; and running the School of Change, a training programme for young innovators.

Danny Kalman FCIPD, Talent Management Consultant, Executive Coach, Speaker and Facilitator

Danny’s expertise is supporting organisations to adopt an inclusive talent management strategy. He works with companies to ensure they have the right people in the right place at the right time to maximise business results.
Danny was Director of Global Talent at Panasonic Corporation from 2008-2013. He was instrumental in the development and implementation of their global Talent Management’s policies and procedures. Danny was responsible for leading a more systematic approach in the identification and development of Panasonic’s key personnel. A key responsibility was to interview Managing Directors and their top team globally to discuss their strengths and development needs and then agree their career plan moving forward.
Prior to becoming Director of Global Talent Danny worked as the first non-Japanese HR Director of the company’s European operations. He was responsible for HR staff in 15 countries, worked closely with the Business Domains in Japan and was a Board Member of Panasonic Europe. 
Since April 2013 Danny has established his own talent management consultancy. He advises high profile companies on their talent strategies, is an ICF accredited coach, speaks regularly at conferences on talent management and has led leadership development programmes in Asia and South America. His extensive experience of working within a Japanese culture has led to him being appointed as a consultant with Deloitte, supporting the leadership development of their Japanese clients.
Danny is the co-author of a book on global talent management which was published by Wiley’s in October 2014. The book is called ‘Make Your People Before You make Your Product’ —using Talent Management to achieve competitive advantage in Global Organisations. His second book on inclusive talent management, co-authored with Steve Frost, was published by Kogan Page in July 2016. During the last 15 months Danny has had the opportunity to discuss with many global companies their policies on Diversity and Inclusion and as a result has gained many valuable insights. 

IDM Head Office

The IDM have created an inspiring training area with two state-of-the-art training suites. There is a café dining area and relaxation zone to help you network and gain knowledge during your visit.

cost and dates
The course fee is £4,449 +VAT per delegate to include all tuition and course notes.

The course comprises of two modules (two and three day blocks), over a two month period. So you can apply your learnings from the first module and return to the second module to question, develop and refine your performance.

This 5 day programme will run as follows:
20 - 22 March 2017
8 - 9 May 2017
share on