Putting AI to Work at Your Agency: An Introduction
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Putting AI to Work at Your Agency: An Introduction
It’s no secret AI will play a key role in transforming the agency industry. However, it’s time to separate the hype from the reality and put it to work.
This session will help you begin leveraging AI as a powerful tool to enhance...
Putting AI to Work at Your Agency: An Introduction
It’s no secret AI will play a key role in transforming the agency industry. However, it’s time to separate the hype from the reality and put it to work.
This session will help you begin leveraging AI as a powerful tool to enhance the efficiency and substance of your agency’s day-to-day client and new business work. As it is already being adopted quickly in media, creative, and production, we’ll have a particular focus on improving several key client management, strategy, and new business functions, including:
- To ensure the best sourcing and use of AI, clarity of AI terminology and the industry tech stack
- An overview of key AI apps to consider across agency use cases
- For both clients and RFPs, how to accelerate and improve business analysis, day-to-day communications, strategic development, and more
- Prompting strategies and templates to improve efficiency and output
Importantly, we’ll complete the session with a look at how to set up an AI Council with the goal of establishing your agency’s AI plan – including software selection, governance, and training.
Training Materials
Following the session, you will be provided with one week of recording access.
Who Should Attend
This session is designed for agency management and those on the front lines with clients and new business. Those who liaise with clients, prospects, and are involved in strategic development will find the session particularly insightful.
Instructors
Laura Matthews
Managing Director, Agency Growth Strategy
Laura is Managing Director, Agency Growth Strategy at Mirren, a firm that specializes in organic growth and new business training for agencies in digital, PR, advertising, media, experiential, and more. Each year, more than 700 agencies participate in Mirren’s annual conference, training programs, and webinars (www.mirren.com). Their team has trained CEOs and their senior management teams in every region around the world.
Laura brings senior account leadership and business development experience, with a background in client engagement and former roles in business development for tech companies. With experience across a broad range of industries and agencies (full service, PR, digital), Laura provides tremendous insight in her training.
At Mirren, Laura trains agency teams on client retention, growth, strategy, and new business, empowering them to strengthen their client relationships and better position their value. “Too often, agencies limit themselves to a vendor role where they’re seen as order takers. The most successful agencies make the effort to deeply understand their clients’ categories and bottom-line goals, and they deliver work that is clearly positioned to impact those goals.”
Laura has run accounts at several independent agencies, managing integrated campaigns and digital strategy. She spent nearly six years with VMLY&R, where she led work for Bridgestone, Tennessee Tourism, and Intel, among other brands.
Originally from South Carolina, Laura moved to Seattle in 2019 after spending a decade in Nashville, TN.
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