Breaking Into New Categories: Diversifying & Growing Your Pipeline


Oct 31
1:00 - 2:30PM ET

In general, proactively prospecting for new clients is one of the most important new business activities for an agency. It allows you to avoid expensive competitive reviews and RFPs, consume fewer resources and connect with a greater number of prospects. And expanding into new categories can provide an even more lucrative source of new revenue.

The challenge is that most agencies don’t approach proactive prospecting – and certainly not prospecting into new categories – with any sense of strategic rigor. Instead, most agencies target prospects and categories based on emotions –– where the agency team feels they most want to do work. This ultimately ends up with little success.

This session will walk you step-by-step through the process of how agencies with the highest growth rates systematically attack and convert one quality prospect after another. They are machines. And they do it using existing resources. These agencies are stealing business with small teams (think SWAT teams) that focus and attack aggressively.

You will leave this session with a systematic approach to increasing your prospecting pipeline by expanding into new categories. From targeting and qualifying to attacking and closing, learn the most effective approach to bringing new prospects in the door.

Training Materials:

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


Breaking Into New Categories: Diversifying & Growing Your Pipeline

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

Brent Hodgins

Managing Director

Brent is the Managing Director at Mirren. He has trained CEOs and their senior management teams in every major region around the world.

His approach to converting business is down to a science – strategic and methodical – but often contrarian. In fact, as the process is purposely designed by clients to commoditize agencies, he believes you have no choice but to break many of the rules in new business. 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. And this starts by becoming a business partner to your client.”

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.