Mastering Agency Strategy
MULTI SESSION WEBINAR
Client marketing chiefs are being held accountable for tangible business impact like never before. And it’s black and white for your agency: you play a role in this pursuit or you don’t.
Learn the shift that agency strategy needs to make — to become more client-centric, more consumer-insight driven, more focused on business impact, and more efficient.
With an understanding of what client decision-makers really want, this session then concludes with a look at how to effectively kick off your projects to deliver against those needs.
Learn how to apply a consultative approach to completely elevate the quality of the client’s strategic thinking. In fact, your team will learn new tools to identify the most important business and marketing outcomes (KPIs) for each client.
Immediately start converting more business at a premium fee by elevating your team’s understanding of every client’s business model and how to better correlate the agency’s work to their business outcomes.
The challenge is that clients often provide briefs with a target audience definition that is too broad, inhibiting the effectiveness of your work. Learn how sharpening your segmentation will lead to greater business impact for your clients. In fact, the goal is to identify from where your client will source the greatest business growth – as quickly as possible.
Session 4 of 6: Develop Strategic Insights That Improve the Client’s Business
Oct 22, 2019, 1:00 - 2:30pm ET
Client expectations of agency strategy have spiked. They are demanding deeper insights and strategy that cuts across a growing number of channels and creates immediate business impact. To that end, those agencies who best deliver against these needs are experiencing the highest win rates.
We will challenge you on your definition and application of an insight. Ultimately, how effectively are your insights unlocking client growth potential?
With an understanding of what truly defines an insight and the challenges you're up against in finding one, we'll look at several successful examples. Each of these come from agencies who had significant break through in what they uncovered – without expensive and complicated research.
This session concludes with a look at the critical role insight theater plays in converting more business from clients.
Session 5 of 6: Plan Your Research: Quickly and Efficiently Uncover Target Insights
Oct 29, 2019, 1:00 - 2:30pm ET
Knowing you likely don’t have large research budgets and extended timelines, we review methodologies that uncover bigger insights – quickly and efficiently.
We’ll take a look at how to do both qualitative and quantitative research. From interviews to surveys, learn how to complete powerful research that will help the agency convert more business from the client. In fact, this session provides a framework with which you can design all your research projects.
Then, review a basic framework for your internal brief to methodically elevate the client brief, improve the application of your target audience insight, and increase the impact of your selling idea. Ultimately you will crystalize the agency's strategy in a way that will drive the client’s category-specific business objectives.
Session 6 of 6: Sell Your Strategy: Presenting a Compelling Strategic Recommendation
Nov 5, 2019, 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.
Who Should Attend?
This training is designed for those team members involved in leading or supporting proactive prospecting for the agency. CEOs and management team members should also join as the outcomes often have operational and resource implications, particularly as it relates to roles, responsibilities and increasing efficiencies.
About the Instructor
Director, Agency Growth Strategy
Nadine Tull is Director of Agency Growth Strategy at Mirren. She specializes in training senior teams how to more aggressively – and more methodically – generate organic growth and new business.
In her agency career, Nadine was a force in account management. She worked to establish a partnership with her clients, providing a level of strategic counsel that was focused on growing their business – and the agency’s. In fact, she believes that clients are looking for proactive business partners who lean in hard and don’t just passively take orders. It is essential to frame every aspect of the agency’s work through this lens.
Nadine spent the majority of her agency career in Los Angeles, playing a leading role on retail powerhouse clients that included Taco Bell and T-Mobile. She then moved to the WPP agency, Cole & Weber Seattle, to lead their largest accounts and run new business pitches. During her tenure as the agency partner for Washington’s Lottery, she led continuous years of record growth for the client and agency. She expanded their digital ecosystem, grew the account scope, and successfully defended against a large competitive review, securing the business for six additional years.
Most at home in the center of it all, Nadine lives in downtown Seattle, placing her at the heart of the city’s theater, event and food scene.
Nadine can be reached here by email.