Class Overview

Series Overview

Designed for management and new business teams, this series will bring clarity on how to tell your agency story.

Most clients believe agency capabilities presentations are irrelevant, demonstrate no meaningful results, and do a poor job of selling the agency. With this in mind, this training series will walk you through to how to approach your capabilities in a way that better differentiates your agency and communicates the business value of your agency output. Whether a written submission or an in-person meeting, deliver the agency’s story in a manner that outlines the impact you’ll have on the client’s business.

Most importantly, you will leave this program being crystal clear on how to communicate the positioning of your agency in a way that immediately hooks prospects – with the goal of converting more business.

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. To that end, bring your current capabilities materials – not only will you have the opportunity to receive feedback on your current capabilities, you will craft a new set.

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

1. What Clients Want From Agency Prospecting:
Understand exactly what clients are buying, so that you can develop an approach to telling your agency's story that will deliver.

2. Position to Convert:
Work through the latest best practices for positioning an agency – and effectively communicating that message in the form of a capabilities presentation.

3. Position Your Service Offerings:
Learn how to position your labor and services to better communicate the business value they provide.

4. Position Your Process:
Learn how to position your process to better communicate the impact that it has on key client business measures.

5. Capabilities Outline:
Step-by-step, you will walk through and completely deconstruct your current version. And then, you’ll improve it. You will learn how to open with a bang and then hold the client the whole way through.

6. Capabilities Working Session:
Stealing a page from the playbook of management consulting firms, understand how to transform your "passive capabilities presentations" into "interactive working sessions," designed to diagnose the clients business and marketing challenges.

This training will challenge your team to push beyond the messaging and format that ultimately ends up positioning most agencies as tactical vendors, blending with the other 61,000 marketing services firms.

Who Should Attend?

This training program is designed for those involved in crafting and approving anything to do with messaging about your agency. This would include your management team, new business team, and those handling your PR.

All Sessions

Register for the entire series now or read more about the individual sessions by selecting below.
 
Jan 14, 1:00 - 2:00pm ET - Session 1: New Client Expectations That Most Impact Your Capabilities
Jan 21, 1:00 - 2:30pm ET - Session 2: Evolve Your Agency's Positioning: More Effectively Differentiate + Communicate Business Impact
Jan 29, 1:00 - 2:30pm ET - Session 3: Evolve Your Agency's Service Offering: More Effectively Differentiate + Communicate Business Impact
Feb 5, 1:00 - 2:30pm ET - Session 4: Your Capabilities Framework: How to Tell the Agency's Story to Convert the Business
 
Note, if you register for one session, you are automatically enrolled in the entire series and can join remaining sessions if the series has already begun.

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 hereemail Member Services, or call 866-508-0523.

NOTE: Registration Opens Soon

Member Non-Member

This option provides one login and 1 digital handout for 1 participant each session.

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 and digital handout is provided for the group each session. NOTE: If logins are needed across multiple offices, please select Multiple Locations, below.

Conference Room
$0 $765

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

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
$265 $365
Register Now

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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Joe Mattson

Director, Agency Growth Strategy

Joe Mattson is a Director of Agency Growth Strategy at Mirren. A client and agency-side veteran, Joe specializes in improving the new business and organic growth performance of mid-size and smaller agencies. He believes these firms have a distinct advantage by virtue of being more agile,

... Read more

Joe Mattson

Director, Agency Growth Strategy

Joe Mattson is a Director of Agency Growth Strategy at Mirren. A client and agency-side veteran, Joe specializes in improving the new business and organic growth performance of mid-size and smaller agencies. He believes these firms have a distinct advantage by virtue of being more agile, innovative and effective. No matter the size, however, he has found that becoming a business partner with clients is the key to unlocking agency growth – more effectively correlating the agency’s work to meaningful client business outcomes. 

Client-side, Joe has worked at ABC, ESPN, the NBA and Gerber Outdoor Gear. His time in New York ultimately brings tremendous insight to his agency clients at Mirren. He has been on the receiving end of countless agency presentations.

Agency-side, he has worked at Publicis New York and several boutique digital and experiential shops in Seattle, most recently as Vice President of Strategic Planning. His clients have included Amazon, Sharp, Morgan Stanley and Southwest Airlines.

Joe graduated from Harvard University where he was a Middle Linebacker and Fullback on the Football team, earned his MBA from the University of Oregon, and was named one of Ad Age’s “40 Under 40” in 2007. He now lives in Seattle with his wife and two daughters.

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