Restart Client Demand: Move Upstream to Influence Spend (Part 2/2)
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About This Series Client demand hasn’t disappeared, it’s just harder to access. Budgets are tighter, priorities shift, and agencies are often brought in too late – well after key decisions are already made.
In this two-part series, you’ll learn how to move upstream to identify opportunities earlier and position your agency where...
About This Series
Client demand hasn’t disappeared, it’s just harder to access. Budgets are tighter, priorities shift, and agencies are often brought in too late – well after key decisions are already made.
In this two-part series, you’ll learn how to move upstream to identify opportunities earlier and position your agency where growth strategy and budget are defined.
Note: Registering for either session will automatically enroll you in the full series. There is a registration fee for non-subscribers, which includes unlimited seats for your agency.
About This Session
Identifying opportunity is only the first step. To unlock new revenue, agencies must move beyond selling capabilities and instead contribute to business outcomes and strategy.
This means shifting your role from execution partner to strategic contributor. Engage your client before budgets are set, not after. That’s where influence and growth happen.
In this session, you’ll learn how to engage clients around business objectives, market conditions, and growth drivers. This will have your ideas help shape direction and unlock new investment.
Participants will continue working on a target client, identifying how to move upstream and convert that access into meaningful new revenue.
Training Materials
Following the session, those who attend will receive one week of recording access.
Who Should Attend
This training is best suited for those client-facing and new business team members who play a key role in growing (and running) accounts: account management/client services, new business, strategy, project management, and more.
Instructors
Brent Hodgins
Mirren | Managing Director
Brent Hodgins is the Managing Director 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 900 agencies now participate in Mirren’s annual conference, training programs and webinars (www.mirren.com). Their team has now trained CEOs and their senior management teams in every major region around the world.
Brent is highly competitive as he rallies his agency clients to build the infrastructure necessary for consistent growth – applying methods that are far more innovative and efficient. He believes that growing an agency is not about throwing more money at it. Rather, it’s how you organize the resources you already have in place. He can also be heard encouraging agency teams to stop submissively bowing down to their clients. “As soon as you put the client up on a pedestal, you lower your position in their mind. 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 as a peer.”
His approach to converting organic growth and new business is down to a science – strategic and methodical – but often contrarian. Too many agencies are using the same old dated methods. And, often with no consistency whatsoever. If no one breaks from this sea of sameness, nothing will change.
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.
After 10 years in New York, Mirren moved its offices to Seattle. Brent resides in the Ballard area with his wife and son.
Other webinars you might like
Getting Started with MirrenDirect: A Brief Orientation
Restart Client Demand: Break Out of the “No Budget” Trap (Part 1/2)
The Year Ahead for AI: Navigating the Transformation
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