Laurie Coots

Mirren Business Development

Director of Agency Growth Strategy

Laurie Coots

Mirren Business Development

Director of Agency Growth Strategy

Biography

Laurie is the Director of Agency Growth Strategy at Mirren. She brings a level of client insight and strategic thinking that is second to none. Combined with her deep industry experience and infectious passion for winning business, she ultimately helps agency leadership develop and execute a strategy that converts competitive review/RFP opportunities.

Formerly the Chief Marketing Officer of TBWA Worldwide, and now Mirren’s live pitch coaching lead, she specializes in directing pitch teams on a strategic and methodical approach – that moves aggressively to convert the business. Throughout her career, she has lead sophisticated pitch teams through complicated RFPs to go up against the best agencies on the planet. With a win rate many times that of most agencies, she has now secured over a billion dollars in revenue.

Prior to Mirren at TBWA, she leveraged the agency’s Disruption methodology to develop impactful work for clients that included Apple, Nissan, VISA, Kraft, PNC Bank, McDonald’s, and GSK. In her role as CMO, she worked with the agency’s small and large offices around the world to help systematically build a custom approach to new business and organic growth.

Through her Ted Talks, conference keynotes, and published thought leadership, Laurie also provides industry leadership on topics including conflict resolution, personal growth, compensation methodologies, and agency review leadership. She serves on the advisory board of UCLA’s Schools of Theatre, Film and Television, where she has helped disrupt the school’s approach to educating the next generation of artists at the intersection of story, performance and technology. Laurie is currently serving on the boards of several startups and playing the role of CEO Muse, as well as writing and speaking on her favorite topic – change management and growth.