Class Overview

NOTE: This series has already started, but you can still join and watch a recording of the first session. To join late, click on the register now link below. The recording will be sent once your registration has processed.

 

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

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 that end, bring your current capabilities materials and expect to be put to work.

Not only will you have the opportunity to receive feedback on your current capabilities, you will craft a new set. Every session in this series has exercises and homework. In fact, each session will begin with providing feedback on homework assignments from the previous session.

 

Highlights:

Your Evolved Agency Positioning

  • Work through the latest best practices for positioning an agency – and effectively communicating that message in the form of a capabilities presentation.
  • The emphasis is placed on more effectively communicating the business value you create for clients.
  • If the benefit of your work is not punching through, your impact will be minimal at best – and your conversion rate will be low.
  • You will have the opportunity to submit your old – and your new positioning – for feedback during the sessions.

Your Evolved Capabilities

  • Step-by-step, you will walk through and completely deconstruct your current version. And then, you’ll improve it.
  • You will create one core framework that can be quickly customized for each individual prospect.
  • Learn how to open with a bang and then hold the client the whole way through.

Diagnostic Working Sessions

  • 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.
  • The goals are to: get the client to open up and reveal their core marketing and business challenges, get the inside intel on what it will take to win the review, and develop a personal relationship.
  • And finally, close the meeting in a way the prospect will not soon forget.

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?

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.

 

Training Dates:

Session One - Monday, November 27, 3:30pm - 4:30pm EST
Session Two - Monday, December 4, 1:00pm - 2:30pm EST
Session Three - Monday, December 18, 1:00pm - 2:30pm EST
Session Four - Thursday, January 4, 1:00pm - 2:00pm EST

 

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 workbook for one course participant, with additional workbooks available for $47 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 course participants, viewing from a conference room. A single login and workbook are provided for the group, with additional workbooks available for $47 each. NOTE: If logins are needed across multiple offices, please select “Multiple Locations” below.

Conference Room
$0 $885

This option provides access for up to 4 locations, with 1 login and 1 workbook per location. Additional workbooks are available for $47 each.

Multiple Locations
$585 $1085

Within 72 hours of the class, we will provide a special link and password to view each of the recordings 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.

Read less

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.

Read less

Try Mirren Membership for No Fee

Start Converting More Business, More Quickly With All that Membership Has to Offer:Daily Leads, On-Demand Video Training Library, Search Consultant Directory, New Business Tools, and More

Join Mirren to view this content

Mirren Membership provides exclusive access to a cutting-edge community and the best practices that are working to convert more business.

Log In Learn About Membership

Please Log In

To bring your membership account to current billing status, please log in below and then update your billing information.
If you have any questions, please contact member services.

Log In

We Are Here To Help

If you have any questions, please contact Member Services by emailing
member.services@mirren.com or calling 212-388-9544.

We are available Monday through Friday, from 10:00am – 8:00pm
Eastern. You may also contact us after hours by email, as we're
often online outside the main hours.

CHANGING YOUR MEMBERSHIP

Contact Member Services to upgrade your membership to premium or downgrade to entry level.

Please provide your name, agency name, email address, phone number and specific request.
You'll receive an email confirmation back from our team. You can learn more about both levels on the Membership Page.

Are You Sure?

Cancel Sign Out

Adding More Team Members to Mirren

Membership includes unlimited seats from your office location (or all of your offices if you have a multi-office / national membership).

To add more team members, simply email Member Services with the following information for each team member:

Be sure to email us from the same email you use with your Mirren Membership.

We will set up their membership and contact them with their login information within 1 - 2 business days