Class Overview

This is the first session in the Organic Growth series. Select "Register Now" to join the series.

Series Overview 

Build a Systematic Approach to Organic Growth for Your Account Management

Simply put, join this series – actively participate in the exercises and homework – and you will see measurable revenue growth.

The objective of this training series is to turn your account teams into client business partners. As such, they will begin to focus on addressing more meaningful business outcomes for your clients – ultimately generating more revenue for the agency.

Your teams will be put to work with a series of interactive exercises and brief homework assignments – all focused on driving growth. In fact, the program concludes with participants immediately implementing their individual organic growth plans.

This five-part training series has been updated with new principles and tools for 2018. Step-by-step, you will learn a systematic method for growing your clients – and one that won’t make your teams feel like sales people. We’ll cover key concepts that include how to better correlate the agency’s work to client business outcomes, use innovative research methodologies, write more persuasive decks, and structure aggressive organic growth plans. 

This Session

Session 1 of 5: The New Role of Account Management
1:00pm - 2:00pm ET

There are two types of account managers: one who is led by the client and one who leads the client.

This training session addresses the need to shift from a reactive role to one where the account teams proactively lead. We’ll address the shifting needs of clients and the impact that has on the role of account management. At one point, it was only focused on keeping the client happy – delivering the agency’s work on time, on spec, on budget. However, it has now shifted to include a focus on the growing the client’s business. We’ll begin to look at how to achieve this without feeling like a sales person. 

Who Should Attend?

This workshop is designed for those in account management. While there is more of a focus for mid-level and senior account team members, those who are more junior will also benefit from the training. There is a particular emphasis on those that play (or will play) a role in driving the growth for any roster clients.

Next Sessions

February 26, 1:00 - 2:30pm ET - Session 2: Become a Client Business Partner
March 5, 1:00 - 2:30pm ET - Session 3: Systematically Mine for Opportunities From Every Client
March 13, 1:00 - 2:30pm ET  - Session 4: How to Present Business-Building Ideas to Clients
March 20, 1:00 - 2:00pm ET  - Session 5: Writing Aggressive Organic Growth Plans


Training Materials: 
A printed handout will be provided following each session as your team progresses through the course.

 
Mirren Membership includes access to all Mirren Webinars (Single Viewer or Conference Room) for no additional fee. You can learn more here, email Member Services, or call 866-508-0523.

 

Member Non-Member

This option provides one login and one handout for one class participant, with additional handouts available for $27 each. NOTE: If multiple team members from your office are interested in participating, please choose the Conference Room option below.

Single Viewer
$0 $785

This is the recommended option for access by several participants, viewing from a conference room. A single login and handout is provided for the group, with additional handouts available for $27 each. NOTE: If logins are needed across multiple offices, please select one the Multiple Locations option below.

Conference Room
$0 $885

This option provides access for up to 4 locations, with 1 login and 1 handout per location, with additional handouts available for $27 each.

Multiple Locations
$585 $1085

Within 72 hours of each class, we will provide a special link and password to view each session's recording for 3 weeks.

View Class Recordings (For 3 Weeks After Class)
$485 $885
Register Now

About the Instructor

Brent Hodgins

Managing Director

Brent Hodgins is the Managing Director of Mirren. Brent has trained CEOs and their senior management teams in every major region around the world. He is highly competitive as he pushes himself, his Mirren team, and his clients to accept nothing less than a commitment to growth.

His

... Read more

Brent Hodgins

Managing Director

Brent Hodgins is the Managing Director of Mirren. Brent has trained CEOs and their senior management teams in every major region around the world. He is highly competitive as he pushes himself, his Mirren team, and his clients to accept nothing less than a commitment to growth.

His approach to converting business is down to a science – strategic and methodical – but often contrarian. In fact, he believes you have no choice but to break many rules of prospecting and competitive reviews, as the process is purposely designed by clients to commoditize agencies. He also believes that agencies need to stop bowing down to clients and command the respect they deserve. “As soon as you put the client up on a pedestal, it’s a downward spiral from there. If you bring a high level of expertise to the table, then take a stand and command the respect you deserve.”

Brent began his career in account management at Leo Burnett, where he worked on Kellogg’s, Johnson & Johnson and McDonald’s. Later at TBWA\Chiat\Day he launched their digital group in New York, before moving into new business at Wieden + Kennedy. He regularly guest lectures at NYU Stern and Columbia business schools.

After 17 years in New York, Brent recently moved to Seattle to open Mirren’s west coast office. He resides in the Ballard area with his wife and son.

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Nadine Tull

Training Director

Nadine is a Training Director at Mirren. Through her 15+ years in the industry, she has built a business-focused outlook with clients in order to avoid “vendor” status and to protect the long-term relationship. Clients are looking for business partners, and not simply tactical executions. It

... Read more

Nadine Tull

Training Director

Nadine is a Training Director at Mirren. Through her 15+ years in the industry, she has built a business-focused outlook with clients in order to avoid “vendor” status and to protect the long-term relationship. Clients are looking for business partners, and not simply tactical executions. It is essential to frame your efforts, no matter how big or small, through this lens.

Nadine spent the majority of her career at various agencies in Los Angeles and has worked with retail powerhouse clients, including Taco Bell and T-Mobile. She moved to a WPP shop in Seattle, Cole & Weber, to lead key accounts and new business pitches. During her tenure as the agency partner for Washington’s Lottery, she led continuous years of record growth. She expanded their digital ecosystem, grew the account scope within the agency, and successfully defended against a large competitive review, securing the business for 6 additional years.

Always a West Coast city girl, she lives downtown and is a huge fan of Seattle’s theater and event schedule.

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