Class Overview

Applying best practices from Mirren’s new business training, Brent Hodgins of Mirren will take a look at the new agency competitive set, with a particular focus on the management consultancies. While they continue to steal share from the agency industry, there are lessons to be learned to improve agency performance. Brent will address the unique capabilities of consultancies, followed by the best practices that agencies can apply to drive their own growth. In fact, several consultancy planning models will be provided, revealing new insight into how they position their firms and operate on a day-to-day basis. Expect to leave this session with action your team can take to address this new competitive set.

What You Will Learn:

  • How the management consultancies position their firms
  • The capabilities of these firms, breaking down the specific services they provide
  • How to counter the threat as consultancies continue to steal share from the agency business
  • The best practices agencies can learn from the consultancies to help drive growth

Who Should Attend:

  • Agency CEOs
  • Senior management
  • Those playing a key role in the growth of the agency

Please note, this webinar is produced in partnership with the 4A's. You will be taken to their site to register. As this is a 4A's webinar, it is not included with Mirren Membership. You will need to be a member of the 4A's to receive their member discount.

 

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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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