AGENCY STRATEGY TRAINING Turn Your Account & Strategy Teams Into Client Business Partners
Training Dates Los Angeles: January 14 – 15 Miami: January 16 – 17 New York: January 22 – 23 Toronto: January 23 – 24
With a focus on marketing-communications strategy, you will be led through a process to immediately help your account teams become more effective strategic partners – ultimately generating more business for the agency.
It’s no secret the strategic role of agencies is under full assault. With the continued shift to project-based work, shrinking budgets and reduced timelines, it is difficult to provide the same level of strategic impact. As a result, agency cultures have become reactive, running from one client fire to the next.
Meanwhile, client’s expectations have spiked. They are demanding deeper consumer insights, strategy that cuts across a growing number of channels and immediate business impact. To that end, clients are paying a premium for agencies with more effective strategic processes.
This training program is about completely evolving your agency’s strategic horsepower to make it more client-centric, consumer-insight driven, focused on business outcomes, and efficient to deliver.
Mirren Business Development Nadine Tull Director of Agency Growth Strategy See Bio >
Mirren Business Development Joe Mattson Director of Agency Growth Strategy See Bio >
Mirren Business Development Laurie Coots Director of Agency Growth Strategy See Bio >
Mirren Business Development Brent Hodgins Managing Director See Bio >
Over the Course of a Day & a Half, We’ll Cover:
The New Strategic Process
Step-by-step, we will break down the key components of each stage of the strategic process.
By understanding and codifying a more effective approach, you will quickly improve the strategic impact of your entire account management department.
Client Business Analysis
Most agencies don’t understand the client’s business to the level they claim. And many are not clear on where to start.
In this portion of the training, we’ll review several exercises and tools you can use to accelerate your understanding of the most critical client KPIs (Key Performance Indicators).
Applying principles from management consulting firms, you will then learn how to better correlate the agency’s work to these important business outcomes.
The New Role of Strategic / Account Planning
You’ve probably considered hiring more planners, hiring your first one or bringing in a freelancer.
Now one of the most critical roles, we’ll break down this function and outline how to get the most out of it for your agency (and your clients).
Elevating the Client Brief
The quality of the client brief is in decline.
In part, this is due to exceptionally busy marketing chiefs delegating their briefs down to lower level marketing managers – who lack the same strategic ability.
Learn how to apply a consultative approach to completely elevate the quality of the client’s strategic thinking.
The Three Briefs
By using only one internal brief, most end up with a process that consumes too much of the agency’s resources, while providing minimal impact to the client’s business.
Here, we’ll break down all three marketing communications briefs your agency should be using to ensure greater business impact – while increasing the agency’s efficiency.
Research Planning & Insight Development
Business is won and lost on the quality of the consumer insight.
Knowing you likely don’t have large research budgets and extended timelines, we’ll 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.
Selling Your Strategy
In this portion of the training, 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 insights as a selling tool, and have your team better command the room.
Codifying Your Strategic Process
A process is not truly a process until it’s codified – fully outlined and recorded.
Learn how to capture your improved process in a way that ensures the most efficient approach possible, while making it easier to train everyone in the agency.
Who Should Attend
This special training program is designed for agency management and senior account management / client services team members. There is a particular focus on those who play a leading strategic role with their clients.
Agency Strategy Dates
LOS ANGELES Day 1: January 14, 8:00 AM – 6:00 PM PT Day 2: January 15, 8:00 AM -12:00 PM PT Hosted at Team One: 13031 W Jefferson Blvd #800, Los Angeles
MIAMI Day 1: January 16, 8:00 AM – 6:00 PM ET Day 2: January 17, 8:00 AM – 12:00 PM ET Hosted at The Community/La Comunidad: 6300 Biscayne Blvd., Miami, FL 33138
NEW YORK Day 1: January 22, 8:00 AM – 6:00 PM ET Day 2: January 23, 8:00 AM – 12:00 PM ET Hosted at R/GA: 450 West 33rd Street, New York
TORONTO Day 1: January 23, 8:00 AM – 6:00 PM PT Day 2:January 24, 8:00 AM – 12:00 PM PT Hosted at SapientRazorfish: 134 Peter Street, 12th Floor, Toronto