Transform Client Alignment with The Mirren Project Kick-Off Brief
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Clients and agencies are rarely aligned from one project to the next.
Often, agency teams accept vague requests without strategically engaging the client to ensure clarity of objectives and deliverables – no one wants to sound dumb by asking a lot of questions. The result: multiple rounds of work, plummeting margins, and frustration...
Clients and agencies are rarely aligned from one project to the next.
Often, agency teams accept vague requests without strategically engaging the client to ensure clarity of objectives and deliverables – no one wants to sound dumb by asking a lot of questions. The result: multiple rounds of work, plummeting margins, and frustration on both sides.
Stepping up at the outset of each assignment has become critical:
- Ask specific strategic questions to help each client understand what they really need
- Align those needs with a project scope and agency resources
- Ensure the client is crystal clear and committed
- Then (and only then) begin the work
Ultimately, we’ll outline how to develop a higher level of client alignment – to increase project efficiency (with fewer rounds of work), improve margins, and deepen client satisfaction.
Training Materials
Following the session, along with The Mirren Project Kick-Off Brief, you will receive one week of recording access.
Who Should Attend
This training session is designed for those senior and mid-level team members who play a key role in managing client projects – along with new business team members involved in kicking off client or prospect projects.
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.
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