You're ready for more...
In agency life, it’s common to be given more responsibility before you’ve been given the tools to handle it. One minute you’re delivering the work, the next you’re expected to lead conversations, manage projects, influence clients or support junior teammates.
It’s not your fault — agencies move fast. But without the right guidance and development, it’s easy to feel overwhelmed or unsure how to step up. Hudl is here to help you build the skills, confidence and support you need to grow into your next role.
Sound familiar?
Feeling like you're expected to lead — but you're trying to figure it our as you go
Juggling more responsibility without the tools or confidence to manage it
Struggling to prioritise, speak up or influence in busy agency environments
Wanting to progress your career, but not sure what skills you need to get there
INTRODUCING:
The Agency Impact Programme.
A practical programme designed to help you build the skills, confidence and mindset needed to get promotion-ready and step up in your agency.
Over 6 months, you’ll develop your leadership skills, strengthen your commercial thinking and connect with peers across the industry — all in as little as 4 hours a month.
In just 6 months, you'll gain...
Stronger communication skills and the confidence to contribute in meetings and with clients
The mindset and tools to stay organised, productive and in control of your workload
Leadership skills to support teammates, manage projects and step up when it counts
A deeper understanding of agency culture and how to contribute positively to it
Greater clarity about your career direction and the skills needed to progress
A stronger commercial mindset — helping you spot opportunities and add value beyond your day-to-day role
MEET ELLEN
"As an account executive, I don’t have direct reports, but I manage client teams regularly."
"The Hudl course provided practical strategies and insights to improve collaboration and lead within those setups. What really stood out to me was the flexibility. With a busy work schedule, I appreciated how the course was self-paced and broken into manageable modules and drip fed."
Ellen Bundey - Senior Growth Marketing Executive
Ready to step up and become the kind of leader agencies can’t promote fast enough?
APPLY TODAY TO SECURE YOUR PLACE IN THE NEXT COHORT
The Agency Impact Programme
A 6-month, people-first leadership development programme for ambitious agency professionals of all seniority, across every department.
Our 6-month Agency Impact Programme is designed to help ambitious agency professionals build the skills, confidence and mindset needed to step up in their careers.
Through practical training, expert coaching and a supportive peer community, you’ll gain the tools and strategies to lead with confidence and make a bigger impact in your role.
Our holistic approach focuses on both professional growth and personal development — helping you become a more capable, confident and commercially aware leader within your agency.
WHAT EXACTLY IS THE PROGRAMME?
I'm so glad you asked, let's break it down...
The Agency Impact Programme is a comprehensive, self-paced online course designed to help you build the leadership, communication and commercial skills needed to grow your career in an agency.
Over six months, you’ll work through practical lessons, coaching sessions and real-world exercises that help you apply what you learn directly to your day-to-day role. Here's how it works...
6 self-paced training modules, with 6 lessons each, created by industry experts
6 monthly group coaching sessions with Emma Jefferys
Access to trainers, mentors, resources, webinars and peer support through our community platform
Workbooks, templates, tools and resources that embed learning
Built-in accountability via mentors or line managers
MEET GEORGIA
"Balancing multiple projects, managing colleagues, and meeting client demands often means professional development takes a backseat. This course has been a brilliant opportunity to step back and reflect on how I approach team management and contribute to a supportive agency culture."
Georgia Gale - Senior Account Manager
This programme is for you if…
You’re ready to become promotion-ready and take the next step in your agency career
You’re a new, aspiring or current manager looking to develop stronger leadership skills
You want to feel more confident leading conversations, projects or people
You’re ambitious and want to stand out as someone your agency can rely on
You want practical tools to manage your workload, communicate better and make a bigger impact
You believe investing in your own growth will help shape your future career
What does the programme cover?
A lot! We’ve brought together a team of industry experts who each bring something unique to the table – from commercial know-how to cultural insight. Whether you’re a doer, thinker or creator, the Agency Impact Programme will equip you with the essential skills to become a confident, capable leader who can drive real impact for your agency.
MODULE 1
From Do-er to Leader
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Finding Your Leadership Voice
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Building Brilliant Relationships
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What Makes a Great Team?
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Motivation & Morale
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Delegation That Empowers
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Difficult Conversations & Constructive Feedback
Trainer: Paul Burns, The Burns Unit TLC
MODULE 3
Resilience & Wellbeing
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Understanding Change & Challenging Times
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Processing Uncertainty & Setbacks
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Supporting Others Through Change
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Wellbeing foundations and your wellbeing pillars
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Mindset & Motivation
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Psychological Safety
Trainer: Abby Dixon, The Whole Marketer
MODULE 5
People-First Culture
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What is People-First Culture?
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Values in Action
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Hiring for Culture Add & Onboarding
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How to Support and Develop Your Team
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Giving Meaningful Feedback
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Maintaining Connection & Wellbeing
Trainers: Janine Jacobs, HappyHQ
MODULE 2
Speak Up & Stand Out
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Your Impact Blueprint + Instant Habits
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Speak Up in Meetings
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Present Like a Pro
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Handling Challenge In The Moment
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Getting Buy-In
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Being Remembered: Everyday Presence Habits
Trainer: Fran O'Connor, HappyHQ
MODULE 4
Work Smarter, Not Harder
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Prioritising like a pro, even when everything feels urgent
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Managing multiple projects, deadlines, and client needs without the overwhelm
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Creating a proactive mindset
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Building self-discipline and a strong mindset to improve performance and your confidence
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Using AI tools to support productivity
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Building systems and routines that keep you focused
Trainer: Ben Willmott, PPM Academy
MODULE 6
Pitch Perfect
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What is New Biz & how to contribute
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How to talk confidently about your agency’s positioning
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Lead Gen 101: How agencies find new opportunities
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Content with Clout
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Demystifying the pitch process
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Develop a commercial mindset and learn how to spot everyday opportunities to support growth
Trainer: Claire Ashdown, Pitch & Bloom
MEET OUR INDUSTRY EXPERTS
Designed by Agency Folk, for Agency Folk 👋
MODULE 1
Paul Burns,
The Burns Unit TLC
Paul spent 25 successful years at Saatchi & Saatchi, where he became their first Director of Knowledge Practices, earning multiple industry awards for his work in Learning and Development. Since launching The Burns Unit tlc in 2009, he has worked with over 60 leading agencies and global trade bodies across the UK, Europe and the Far East, including the IPA, AIA, ISBA, EACA and the 4A’s. His client list spans traditional creative agencies, media and digital specialists, and major blue-chip organisations, making him one of the most respected names in agency training and leadership development.
Having worked across all levels of agency life, Paul knows just how critical it is to invest in junior and emerging talent from the outset. He believes the next generation of industry leaders need more than just technical skills – they need confidence, connection, and real-world support to thrive. With the pace and pressures of agency life only increasing, he sees programmes like Hudl as essential in helping young professionals find their voice, grow their leadership skills, and shape the future of the creative industries.
MODULE 2
Fran O'Connor,
HappyHQ
Fran is a former PR agency leader turned founder, speaker and podcaster, now co-founder of culture and communications consultancy, HappyHQ.
With a background spanning top international PR agencies and hands-on experience building businesses from scratch, Fran brings both strategic clarity and practical know-how. She’s worked with brands like Gymshark, Heinz and the UK Parliament, as well as start-ups and creative agencies across PR, marketing and advertising.
A qualified coach and certified Lego® Serious Play® facilitator, Fran helps teams collaborate better, leaders communicate with confidence, and businesses build cultures people actually want to be part of. She’s especially passionate about helping women find and own their voice - whether returning to work or stepping into senior roles.
Whether running a workshop, coaching a founder or speaking on stage, Fran helps people show up with more clarity, chemistry and impact - in their business and in their industry.
In a world where communication is everything, she sees people-first training as essential to building stronger teams and more sustainable agency cultures.
MODULE 3
Abby Dixon,
The Whole Marketer
Abby is the founder of The Whole Marketer author, podcast host and award-winning consultant with over 25 years of experience in brand and marketing. She’s held senior roles at Burger King, Premier Foods and Britvic, and for the past decade has advised, coached and trained thousands of marketers through her work with agencies and industry bodies including the CIM, DMA and IPA. An accredited trainer, mentor and capability consultant, Abby combines deep commercial expertise with a passion for developing holistic marketing capabilities – spanning technical know-how, leadership skills and behaviours and personal development – to build successful, more fulfilled teams.
Abby believes it’s essential to develop the next generation of agency leaders with the personal understanding to truly thrive – not just survive – in our challenging yet rewarding industry. For her, it’s about nurturing leaders who can confidently navigate uncertainty, overcome obstacles, and support and empower others in their care along the way.
MODULE 4
Ben Willmott,
PPM Academy
Ben is a seasoned digital delivery expert with nearly 20 years’ experience leading high-performing project management teams across some of the UK’s most well-known creative agencies, including Karmarama and Wunderman Thompson. He’s built his career on solving complex delivery challenges, supporting the development of project teams, and refining how agencies approach planning, performance and process. Now, through his training at the PPM Academy, Ben shares real-world time, project management and productivity methods that go beyond the textbooks – tools built from experience, designed to work when things don’t go to plan.
Ben knows first-hand just how overwhelming agency life and projects can be – the pressure to always be in control, deliver flawlessly, and support your team through every challenge, regardless of your role. That’s why he believes it’s so important to equip the next generation of agency leaders with the right habits, mindset and frameworks early on – to reduce burnout and help rising stars become confident leaders who drive meaningful impact across their teams.
MODULE 5
Janine Jacobs,
HappyHQ
Janine is the co-founder of HappyHQ, a people-first culture and communications consultancy. HappyHQ helps agencies and scale-ups create thriving workplaces through culture mapping, tailored strategies, and cohort-based training. With over 15 years of experience in public relations, spanning global agency networks and boutique creative shops, Janine has led bold, impactful campaigns for global brands as Communications Director for Creative and Integrated Services. She now applies her PR and agency expertise to her consultancy work and her Fractional People & Culture Partner role at Collaborate Global, recently recognised as a Sunday Times Best Places to Work. In this role, she drives culture strategies that support rapid growth while ensuring the company’s culture remains vibrant.
Having faced the challenges of agency life herself, Janine understands how difficult it can be for new managers to find their footing, especially in fast-paced, hybrid environments where culture can easily be overlooked. She believes Hudl provides the real-world support and connection that Gen Z and early-career managers need, helping agencies retain top talent while nurturing healthier, more human-centred cultures from the ground up.
MODULE 6
Claire Ashdown,
Pitch & Bloom
Claire is a creative and commercially-minded consultant with over 15 years of experience working in and with agencies, leading marketing, new business and brand strategy across a wide range of roles. From launching and repositioning brands to managing pitches, PR, campaigns and culture, she’s seen first-hand what it takes to grow agencies from the inside out. Through her consultancy, Pitch & Bloom, she now supports creative leaders to attract their ideal clients and achieve sustainable growth – combining strategic thinking with hands-on delivery to make things happen.
Having spent years navigating the pressures of new business, Claire believes it shouldn’t just sit with one person or department – everyone in an agency has the power to influence growth. She founded Hudl to give early-stage talent access to practical support and real-world development that builds both personal confidence and professional impact. It’s about helping individuals thrive – and in turn, helping agencies grow.
You don’t need another one-day training session. You need the skills, confidence and support to become promotion-ready.
The Agency Impact Programme was shaped by agency life.
We understand how busy agency roles can be — juggling projects, clients, deadlines and internal expectations, often with little time to focus on your own development. Hudl gives you:
Confidence that you’re learning from people with real, hands-on agency experience
A clear, structured programme that helps you build strong leadership foundations step by step
Practical tools and frameworks you can apply directly to your day-to-day role
A supportive peer community of agency professionals going through the same journey
Expert coaching and mentorship to keep you accountable and help you grow
A chance to invest in yourself and build the skills that will move your career forward, ready for that promotion!
FLEXIBLE OPTIONS FOR INDIVIDUALS AND AGENCY TEAMS
Whether you're investing in your own development, your agency is funding it, or your agency are enrolling a group, the Agency Impact Programme offers flexible pricing options.
So, how does it work?
//01
Complete our short application form to tell us a little about your role, experience and what you’re hoping to gain from the programme.
//02
You can either self-fund your place or ask your agency to support your development and cover the cost for you.
//03
Once your place is confirmed, you’ll be welcomed into Hudl and guided through a simple onboarding process.
READY TO BECOME AN AGENCY LEADER?
If you’re ambitious and eager to progress, the Agency Impact Programme is here to support you on that journey.
Increased confidence and resilience
No more Imposter Syndrome!
Combat loneliness from remote / hybrid working
Accountability to keep you on track
Engaging, practical learning that fits around busy agency life
Find your tribe - connect and network with likeminded peers
Decrease overwhelm and anxiety
Frequently asked questions
Allan McLaughlin
CEO at BD Network
"Abby is hugely energetic, positive, insightful and organised. Everyone who's worked with and for Abby at BD has benefited from her engaging approach, ability to make the key points quickly and succinctly and provide the right solutions and tools to improve how to think and communicate strategically more effectively. We'll continue to work with Abby as she's adding real value to our people and the agency."
Daphne
Student @ The PPM Academy
"Ben distills his extensive experience into practical advice, emphasising core soft skills over complex frameworks. I've picked up several valuable insights on bettering how I manage my time, team, and projects."
Fiona Hamilton
Managing Director, William Murray PR and Marketing
"I couldn’t recommend the Culture Cohort training from HappyHQ more.
💡 Thought-provoking
⚡ Insightful
💭 Lots to reflect on
It’s been really useful to step away from the day job and learn with other businesses who – no matter the industry or size – face similar challenges."
Student
The Burns Unit TLC
“A fantastic course, I benefited greatly. I’ve used examples Paul gave us on more than one occasion to resolve client issues”
Student
Litmus Communications
"Fran is one of the few people i've come across who makes you actually want to move out of your comfort zone. She has made that scary sandbox a safe space and has been the perfect mix of encouraging and honest."
Becky Irwin
Account & New Business Director
"Hudl's course with HappyHQ was packed with actionable strategies to build a more supportive workplace. From understanding culture mapping to leading with empathy, it’s given me a solid foundation to enhance my management style and drive better results. Hudl’s additional coaching opportunities helped me embed what I learned, making the experience incredibly impactful."
Christ Turner
Student @ The PPM Academy
"The training was fantastic, it met my goal and exceeded expectations. I've learnt new techniques that I have already put into practice, and I have also shared the knowledge with my colleagues when navigating a recent challenge."
Emma Porter
Business Development Manager
"As someone who often navigates tricky client conversations, this course was invaluable in helping me approach them with clarity and empathy. Having everything under one roof - training, coaching, and inspirational webinars - made it so practical, especially with the self-paced format. It’s something I know I’ll keep referring back to whenever I need it, which has made a real difference in how I work and support my team."
Carey Trevill
Client @ The Whole Marketer
"I would unhesitatingly recommend Abigail and her team to the industry for capability training and knowledge with a clear understanding of what marketers need to do the job."
