Service Title
AAI Mutual Decision™
Expert advice on choosing the right agency

AAI Evaluator
An advanced relationship management optimisation tool for diagnosis, evaluation and monitoring

AAI Troubleshooter
Rapid response relationship management in crisis situations

AAI Remunerator
Innovative performance-based remuneration solutions

AAI International Ad Management
Consultancy on building an optimum operating system based on our unrivalled international experience

AAI Training and Coaching
Tailor-made courses and workshops to support professional standards and spread best practice
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  Brian Sparks
Managing Partner, UK & Ireland
Brian Brian has extensive experience in the field of marketing communications having worked both on the client and agency side. He started out his career with Irish Distillers before moving to Irish International Advertising, now part of BBDO, where he was Client Service and Board Director. In 1981, he moved back to the client side serving in a variety of senior marketing roles within Guinness (now Diageo) most notably Marketing Director of Guinness Brewing Worldwide based in London, Marketing Director of Guinness Malaysia based in KL and Marketing Director of the Guinness African Region based in London, where he first worked with David Wethey.

In 1997, Brian returned to the agency side as Managing Director of McCann Erickson Dublin developing the agency into one of the most highly regarded creative and award winning agencies in Ireland. Four years later, he joined Agency Assessments International in as Managing Partner.

Brian is an honours Commerce graduate of University College Dublin and holds an MBA from the Smurfit Business School in Dublin. He has written numerous articles for a variety of trade publications in Ireland and is a regular speaker at Marketing Conferences on Agency Selection Process, Optimizing Agency Client Relationships and Best Practice Agency Remuneration. He has sat on the judging panels for Advertising Effectiveness Awards, Design Awards and in choosing Ireland�s Marketer of the Year Award.

Since joining AAI in 2001, Brian has managed dozens of reviews for clients in Ireland, UK, France, Germany, Austria and Switzerland. He became Managing Partner of AAI in UK and Ireland in late-2009.

Brian is a fanatical rugby supporter and a former President of Lansdowne FC. He plays off a modest golf handicap of 14. He is married to a 13 handicapper and they have two grown up wingers and one centre.

You can contact Brian at