Series Overview

This training series will turn your teams into strategic business partners with your clients – generating more business for the agency.

With the continued shift to project-based work, shrinking budgets and reduced timelines, it has become difficult to provide the same level of strategic impact. At the same time, agency cultures have become reactive, running from one client fire to the next.

More importantly, client’s expectations have spiked. They are demanding deeper consumer insights, strategy that cuts across a growing number of channels, and more immediate business impact. To that end, clients are paying a premium for agencies with a more effective strategic process – one that drives their business forward in a measurable way.

At the core, this program will improve the strategic horsepower of the agency and your client-facing team members. Step-by-step, we break down the entire strategic process. This includes elevating the client brief, research/insight development, internal brief development, presentation of the strategy, and more effectively correlating the agency's work to client business outcomes.

Ultimately, the goal is to provide a level of strategic service that converts more business for the agency – at a premium fee.

To ensure your team best implements the training, they will be put to work with a series of hands on-exercises and brief homework assignments. Bring along an internal brief, research plan and strategic presentation — and measure it against the lessons in this program.

Throughout this program, we’ll cover key steps that include:

  1. New Client Expectations for Agency Strategy: Client expectations of agency strategy have spiked, therefore your entire strategic output must address how your insights and strategy will unlock client business growth potential.

  2. Project Kick-Off Brief/Meeting: Kick-off all client projects in a way that is more efficient for the agency – and better focused on impacting the client’s business in a meaningful way.

  3. Elevate the Brief – Client Business Measures: Understand how to elevate the quality of the client brief with the goal of providing more effective work and better positioning the agency as a strategic partner.

  4. Elevate the Brief – P2P Modeling: Leverage Path to Purchase Modeling, also known as Customer Journey Mapping, as a powerful tool to better develop strategies that directly impact the client's business.

  5. Elevate the Brief – Diagnostics: Leverage a management consulting firm method to more effectively diagnose each client's most significant business and marketing challenges.

  6. Targeting & Segmentation: Most clients define their target audience too broadly, inhibiting the effectiveness of your work. Learn how sharpening your segmentation will lead to greater business impact for your clients.

  7. Insights That Improve Business: Knowing you likely don’t have large research budgets and extended timelines, we provide methodologies that uncover bigger insights – quickly and efficiently.

  8. Research Planning: Learn how to plan your research projects, with the goal of uncovering deep target audience insights (on the smallest budget possible).

  9. Strategy Brief Development: Apply an evolved approach to writing an internal strategy brief — one that is more focused on deep target insight and client business impact.

  10. Measurement: Learn how measurement can position the agency as a strategic partner when applied in the right way. Review the key metrics you should be measuring for your clients.

  11. Client Strategy Presentation: Better present your agency’s recommendation with a method for deck writing that more effectively hooks the client, showcases the agency's strategic horsepower, and sells them on your big strategic thinking.

  12. Codifying & Training: Scale your new strategic process out across the entire agency by codifying an approach that is fully documented and trained.

With a focus on marketing-communications strategy, this program will make your teams more strategically driven, more business-outcome focused, and more efficient.

 

Who Should Attend?

Book your entire account management and strategy team to join this training program. While the curriculum is geared toward senior and mid-level team members, your more junior executives will also elevate their ability to play a strategic role on your client accounts.

This Session

Session 6 of 6: Sell Your Strategy: Presenting a Compelling Strategic Recommendation
November 13, 1:00 - 2:30pm ET

Create and deliver dynamic, engaging and persuasive presentations that convert more business. Understand the framework for a strategy presentation that is laser-sharp, engaging, and focused on the client's business. 

In this session, we’ll review how to better package and sell your agency’s strategic recommendation. This will include a look at how to craft the deck, use insight theater as a selling tool, and have your team better command the room.

The training series then concludes with a look at how to scale your new strategic process out across the entire agency – by codifying an approach that is fully documented and trained. 

Training Materials

Within a few hours of each session, you will be provided with a link to access session handouts.
 
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.
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This option provides one login and one digital handout for one participant. NOTE: If multiple team members from your office are interested in participating, please choose the Conference Room option below.

Single Viewer
$0 $665

This is the recommended option for access by several participants, viewing from a conference room. A single login is and digital handout provided for the group. NOTE: If logins are needed across multiple offices, please select one of the Multiple Locations options below.

Conference Room
$0 $765

This option includes access for up to 4 locations or devices, providing 1 login and 1 digital handout per location.

Multiple Locations
$365 $965

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

View Class Recordings (For 3 Weeks After Class)
$265 $365
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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

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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