Optimize Your Agency's Strategic Process

Faster, More Effective Research that Uncovers Bigger Insights


Apr 08
1:00 - 2:30pm ET


This Session Is Part of a Series

Mastering Agency Strategy: Becoming a More Vital Client Business Partner

This training series will provide your client-facing teams with the skills to become strategic business partners with their clients.

As clients work to navigate the new realities of commerce, they’re now adapting in real-time to best capture new opportunities as they arise. As a result, projects are smaller, timelines are shorter, and budgets have shrunk. At the same time, their expectations of agencies have spiked. Clients are demanding deeper target audience insights, strategy that cuts across a growing number of channels, and more immediate business impact. Agency strategy must now drive each client's business forward in a measurable way – while consuming the least amount of agency resources.

With a focus on marketing-communications strategy, this program will completely evolve your agency's strategic approach, with the goal of converting more business for the agency.

Sessions In This Series

  • March 18: How to Transform Your Strategy to Address Client Business Growth (more >>)
  • March 25: How to Identify Client Business Growth Opportunities: Targeting, Segmentation & Customer Journey Modeling (more >>)
  • April 01: How to Identify Client Business Growth Opportunities: Deep Consumer Insight (more >>)
  • April 08: Faster, More Effective Research that Uncovers Bigger Insights
  • April 15: How to Present Strategy That Persuades Clients to Take the Right Action (more >>)

This Session

Faster, More Effective Research that Uncovers Bigger Insights

Most agencies don’t have large research budgets and extended project timelines. Given this, we will review methodologies to uncover deeper target audience insights that lead to better strategic briefs – quickly and efficiently.
First, we'll address how to conduct two of the most fundamental and effective forms of research: intercepts and surveys. These two methodologies remain the most cost-effective and fastest ways to uncover genuine target audience insight. We will introduce a framework by which you can accelerate your ability to design your research.

Then, the session will outline an evolved format for an internal strategic brief that is more insight and business-growth focused. This will help to ensure all your strategic development is of much greater value to your clients.

Training Materials

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

Who Should Attend

This training is designed for those client-facing team members who play a key role in developing, supporting and presenting strategy for your clients. This may include client services/account management, strategic planning, research, data/analytics, and project management.


Faster, More Effective Research that Uncovers Bigger Insights


Your Access Level


All Access + Coaching



Entry + Basic




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.