Transform Client Alignment with the Mirren Project Kick-Off Brief
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Transform Client Alignment with the Mirren Project Kick-Off Brief
Clients and agencies are rarely aligned from one project to the next.
Often, account managers accept vague requests without strategically engaging the client to ensure clarity of objectives and deliverables. After all, no one wants to sound dumb by asking a lot of...
Transform Client Alignment with the Mirren Project Kick-Off Brief
Clients and agencies are rarely aligned from one project to the next.
Often, account managers accept vague requests without strategically engaging the client to ensure clarity of objectives and deliverables. After all, 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 (minimizing 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 senior and mid-level team members who play a key role in managing client projects.
Instructors
Sharon Honjiyo
Director, Agency Growth Strategy
Sharon is 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.
Sharon brings senior experience on both the client and agency side. Having managed roster agencies and run competitive reviews–in addition to running accounts and RFPs at her agencies–she provides tremendous insight in her training.
At Mirren, she empowers agency teams by training on client acquisition, retention, and growth. Achieving this, however, requires becoming a more proactive, strategic business partner. In fact, she believes there are many untapped revenue opportunities for agencies. “As a client, I regularly experienced my agencies missing many of our strategic needs that would have resulted in significant additional work.”
Sharon spent a good portion of her career leading account management and strategy at a number of agencies, including DDB, HL2, and Hornall Anderson Design. She was instrumental in leading client relationship training, organic growth, and numerous new business pitches. Prior to joining Mirren, she led the brand marketing team at Holland America Line, a premium cruise line within Carnival Corporation–the world’s largest leisure travel company.
Originally from the San Francisco Bay Area, Sharon currently lives in Seattle with her husband.
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