Optimize Your Agency's Strategic Process

Mastering Agency Strategy

Series Overview

This training series will turn your teams into strategic business partners with your clients – generating more business for the agency.

With the continued shift to project-based work, shrinking budgets and reduced timelines, it has become difficult to provide the same level of strategic impact. At the same time, agency cultures have become reactive, running from one client fire to the next.

More importantly, client’s expectations have spiked. They are demanding deeper consumer insights, strategy that cuts across a growing number of channels, and more immediate business impact. To that end, clients are paying a premium for agencies with a more effective strategic process – one that drives their business forward in a measurable way.

At the core, this program will improve the strategic horsepower of the agency and your client-facing team members. Step-by-step, we break down the entire strategic process. This includes elevating the client brief, research/insight development, internal brief development, presentation of the strategy, and more effectively correlating the agency's work to client business outcomes.

Ultimately, the goal is to provide a level of strategic service that converts more business for the agency – at a premium fee. 

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. Bring along an internal brief, research plan and strategic presentation — and measure it against the lessons in this program.

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

     
  • New Client Expectations for Agency Strategy: Client expectations of agency strategy have spiked, therefore your entire strategic output must address how your insights and strategy will unlock client business growth potential. 
  • Project Kick-Off Brief/Meeting: Kick-off all client projects in a way that is more efficient for the agency – and better focused on impacting the client’s business in a meaningful way. 
  • Elevate the Brief – Client Business Measures: Understand how to elevate the quality of the client brief with the goal of providing more effective work and better positioning the agency as a strategic partner.
  • Elevate the Brief – P2P Modeling: Leverage Path to Purchase Modeling, also known as Customer Journey Mapping, as a powerful tool to better develop strategies that directly impact the client's business.
  • Elevate the Brief – Diagnostics: Leverage a management consulting firm method to more effectively diagnose each client's most significant business and marketing challenges.
  • Targeting & Segmentation: Most clients define their target audience too broadly, inhibiting the effectiveness of your work. Learn how sharpening your segmentation will lead to greater business impact for your clients.
  • Insights That Improve Business: Knowing you likely don’t have large research budgets and extended timelines, we provide methodologies that uncover bigger insights – quickly and efficiently.
  • Research Planning:  Learn how to plan your research projects, with the goal of uncovering deep target audience insights (on the smallest budget possible).
  • Strategy Brief Development: Apply an evolved approach to writing an internal strategy brief — one that is more focused on deep target insight and client business impact.
  • Measurement: Learn how measurement can position the agency as a strategic partner when applied in the right way. Review the key metrics you should be measuring for your clients.
  • Client Strategy Presentation: Better present your agency’s recommendation with a method for deck writing that more effectively hooks the client, showcases the agency's strategic horsepower, and sells them on your big strategic thinking. 
  • Codifying & Training: Scale your new strategic process out across the entire agency by codifying an approach that is fully documented and trained. 

With a focus on marketing-communications strategy, this program will make your teams more strategically driven, more business-outcome focused, and more efficient. 

Training Materials:

Following the webinar, you will provided with digital access to print the session materials.

Optimize Your Agency's Strategic Process

MULTI SESSION WEBINAR

Mastering Agency Strategy

Optimize Your Agency's Strategic Process

Mastering Agency Strategy

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Oct 01

When Clients Want More Agency Sophistication: The Four Strategic Skills

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Session 1 of 6:​​ When Clients Want More Agency Sophistication: The Four Strategic Skills
Oct 1, 2019, 1:00 - 2:30pm ET
 

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.

Oct 08

Become a Strategic Partner: Elevating the Client Brief​

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Session 2 of 6: Become a Strategic Partner: Elevating the Client Brief​
Oct 8, 2019, 1:00 - 2:30pm ET
The quality of the client brief is in decline. Although unintentional, most client assignments mislead agencies — over-burdened marketing chiefs are delegating the brief writing process down to their more junior (or procurement) team members.

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. 

Oct 15

Source Client Business Growth: Targeting and Segmentation

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Session 3 of 6: Source Client Business Growth: Targeting and Segmentation
Oct 15, 2019, 1:00 - 2:30pm ET
Business is won and lost on the quality of the target audience insight. And, the process begins with targeting and segmentation.

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.

Oct 22

Develop Strategic Insights That Improve the Client’s Business

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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.

Oct 29

Plan Your Research: Quickly and Efficiently Uncover Target Insights

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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.

Nov 05

Sell Your Strategy: Presenting a Compelling Strategic Recommendation 

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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

Nadine Tull

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.