Class Overview

Please note: This webinar is one hour long.

Based on the most aggressive best practices from Mirren's new business training, this webinar will address one of the most feared agency challenges – being an "incumbent."

A standard new business pitch is tough, but it doesn't compare to an existing client calling a review. It can shake the agency's confidence and consume a tremendous amount of resources – only to remain revenue-neutral if the agency wins. And we all know the truth; most of the time, incumbents lose.

Based on the most aggressive best practices from Mirren's new business training, this webinar reveals an approach that dramatically increases the win rate for agencies caught in this difficult position.

Most agencies wait until it's too late to properly defend a piece of business. In fact, the full-on attack strategy needs to begin as soon as you proactively uncover a specific type of client concern – or when a senior marketing chief exits the company.

Step-by-step, you will learn one of the most innovative approaches to saving a current client:

  • Why the Low Win Rate for Incumbents: better pre-empt the issues and help you retain the business
  • Why Accounts Go Into Review: looking beyond the superficial “creative differences” 
  • Why You Need to Break the Rules: being contrarian, but strategic and methodical, is the only way to save the business
  • Casting the Team: why you can’t come back with the same team
  • Reinterpreting the Brief: it’s different when you’re the incumbent
  • Positioning the Agency: learn how to refocus your team
  • Mojo: understand what it takes to get this back to help retain the business

Be prepared to be challenged with an approach that is both advanced and contrarian. In fact, if you have any hope of retaining the business, you’ll need to break a few rules. The approach of a typical pitch doesn’t apply.

Note: A printed handout will be provided following the session.

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 $285

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 $385

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
$385 $485

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

View Class Recording (For 3 Weeks After Class)
$285 $385
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About the Instructor

Nadine Tull

Director, Agency Growth Strategy

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

Director, Agency Growth Strategy

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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