Where to Focus Time to Drive Growth

Mirren Director of Agency Growth Strategy, Laurie Coots, lays out an approach for focusing the time you spend on agency growth that she learned during her time as Chief Marketing Officer for TBWA Worldwide. This quick hit from the Mirren CEO Summit will help you think about how to invest the time you're spending on agency growth more wisely.

Unleash Your Pitch: Ignore the Brief

As you know, clients are often unclear in terms of what they need from an agency. Be it a lack of sophistication, time-starved marketing executives delegating down to lower-level marketing managers or the political complications of conflicting internal agendas, it can be frustrating. Briefs now often feature objectives that read like a laundry list of marketing tactics, with their most critical business needs – and your new business-winning opportunity – buried somewhere between the lines.