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Monday, April 12

This optional day focuses on Creating New Revenue Streams. The day reveals new services, new models, new revenue streams that agencies have launched to kick start their revenue. Add Monday to your registration for $280.

Tues, April 13 & Wed, April 14

Focus in on the most innovative approaches to business development. Learn new strategies and tools that agencies are using right now to convert business – despite the current economic climate.

Pre-Conference Workshops

February & March pre-conference sessions included with a full 3-day Registration

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Pre-Conference Workshops

Brent Hodgins

New Organic Growth Strategies: Mining Every Project From Every Client
Friday Feb 5th, 1:00 pm - 2:30 pm EST

Mirren Training: Brent Hodgins, Partner/Director of Client Services

Based on our ongoing client-side research and our work on-site with agencies, we will walk through the latest best practices on Organic Growth. What are other agencies doing that you’ve never considered? Why are some agencies able to systematically grow their client base, while most struggle? We’ll reveal new tools and systems...Learn more ›

Brent Hodgins

Turn Your Website Into A Compelling Sales Tool
Monday Mar 8th. 1:00 pm - 2:30 pm EST

Mirren Training: Brent Hodgins, Partner/Director of Client Services

Let’s be honest, most agency websites are designed to make the agency team feel good about itself. They certainly aren’t designed to engage clients. From cliché-ridden copy to self-indulgent waxing about the future, most agency websites are missing the opportunity to drive new business...Learn more ›

07:30 AM

Conference Registration and Breakfast

Registration begins at 7:30am sharp. Grab a fresh cup of coffee, some morning snacks and meet a few of your fellow participants.

    Conference Registration and Breakfast

    08:30 AM

    Opening Remarks

    Jones Lundin Beals: Brian Goodall, General Manager

    Opening Remarks

    Jones Lundin Beals

    08:45 AM

    Keynote: The Viability of Your Agency

    There has never been a period quite like the last 18 months. The simultaneous impact of technology and the global economic downturn have completely disrupted the agency industry. Bob Greenberg and Barry Wacksman will discuss specifically what has changed and the implications to agency business models and service offerings.

    You will not want to miss this keynote address that will completely change the way you look at your agency – and the future viability of your agency.

    Keynote: The Viability of Your Agency

    R/GA
    R/GA

    10:00 AM
    Break-out Sessions

    Naked Growth: A Case Study

    Track: Innovators

    Naked is one of the five most innovative companies in marketing, according to Fast Company magazine, March 2009. Where most agencies provide strategic development and production, Naked focuses on the higher-value, higher-margin strategic thinking and then outsources all of the commoditized services. And that’s just part of the story. With wins that keep racking up - such as Nokia, Coca-Cola, Johnson & Johnson, Adidas, Diageo - clearly they’ve cracked a new code for growth. Neal Davies will walk you through their evolution and more importantly, their lessons learned. Read the March 2009 Adage article on Naked.

    Naked Communications: Neal Davies, Founder
    Get Involved - Engage the Speaker/Panel

    Building a Profitable Social Media Practice

    Track: Large Agency, Agency Principals

    Over the last year, Social Media has become one of the hottest ticket items for clients. However, with fuzzy direction from clients and a belief that it should only cost a dime, building an agency practice that delivers it efficiently and profitably is another matter. And, while many agencies claim to have a Social Media practice, the reality is sometimes a little different. Edelman has been the pioneer in successfully integrating interactive and social media into a “traditional” agency offering.

    Danielle Wiley will take a case study approach and review the infrastructure, staffing and core competencies required to pull together a Social Media practice that drives revenue.

    Edelman: Danielle Wiley, SVP, Social Media & Consumer Brands
    Get Involved - Engage the Speaker/Panel

    Naked Growth: A Case Study

    Naked Communications

    Building a Profitable Social Media Practice

    Edelman

    11:30 AM

    Creating New Revenue Streams: Innovator Panel One

    Track: Innovators
    Building on Monday’s theme, the first panel on this topic will focus on what it takes to turn innovative new services into new revenue streams. They will discuss innovative new products, services, business development strategies and delivery mechanisms they’ve created to increase their revenues. Rather than just theories from talking heads about “what might work,” you will get a behind the scenes look at new approaches actually working right now.

    The panel will discuss a range of new models: from new strategic consulting services, to strategy-only business models, to mobile commerce, to launching new brands, to adapting the agency to better profit from project-oriented work.

    Creating New Revenue Streams: Innovator Panel One

    BBH Labs
    Trumpet
    Victors & Spoils
    Redworks

    12:30 PM

    Networking Lunch

    Meet many of your agency peers while taking a break over lunch.

      Networking Lunch

      01:15 PM
      Break-out Sessions

      The Eight Stages of Orchestrating a Business Turnaround

      Track: Small-Mid Agency, Agency Principals

      Betancur built his career as a turnaround specialist and will apply practical lessons from outside the agency world. He has led very successful turnaround initiatives at a number of international organizations, including Publisher’s Clearing House, Urban Brands and the direct division of PPR (a $12B French luxury goods retailer). At Jump Ramp Ventures, Betancur’s team creates new revenue streams for their clients by taking them online and by revitalizing old products with new sales potential.

      In this session, Betancur will cover the eight stages of orchestrating a business turnaround. This will include:

      • Properly defining clear, attainable, measurable goals.
      • Instilling leadership and responsibility in your subordinates.
      • Building an infrastructure that allows your people to explore and experiment within defined parameters.
      • Building a culture of build, test, refine and launch.

      Take away a step-by-step approach that you can apply to building your own agency plan – particularly if you’re in rebuilding mode.

      Jump Ramp Ventures: Alex Betancur, Co-Founder & Partner

      Creating New Revenue Streams: Innovator Panel Two

      Track: Agency Principals, Innovators
      This group of business savvy agency leaders will build on the discussion from earlier in the day. They will also discuss innovative new products, services, business development strategies and delivery mechanisms they’ve created to increase their revenues.

      A range of models will be reviewed: from new strategic consulting services, to strategy-only business models, to mobile commerce, to launching new brands, to adapting the agency to better profit from project-oriented work.
      Get Involved - Engage the Speaker/Panel

      The Eight Stages of Orchestrating a Business Turnaround

      Jump Ramp Ventures

      Creating New Revenue Streams: Innovator Panel Two

      Fuseproject
      HipCricket
      SKINNY NYC
      Agency Nil

      02:30 PM

      Live Pitch Competition

      The Live Pitch Competition: One Product Launch, Two Teams, Three Judges, Several Hundred "Clients"

      Hands-down, the most talked about element of last year’s conference. Ever wondered how other agencies pitch? This is a rare opportunity to watch other masters at work as they vie for being crowned Best Pitch Team in the country.

      Watch two teams go head-to-head and deliver their pitch presentation in front of the entire conference… then, take in the immediate (and often controversial) feedback from the judges.
        Video

        Live Pitch Competition

        04:30 PM

        The New Agency Model: The Next 5 Years

        Track: Agency Principals

        It’s no secret that clients have completely changed over the past 18 months. However, looking at the services agencies still offer… you would think it’s the best kept secret in town. Clients are seeking a completely different set of capabilities in 2010.

        Brent will take a frank look at what your agency is missing and why it’s holding you back. This session will review the specific set of core competencies that every agency (small and large) must master. And it’s not about jumping on the digital or social media bandwagon. In fact, the new agency model is centered around its ability to develop, sell, execute against and measure Transaction Insights. With that at the core, the session will review the set of basic capabilities that will lay a rock solid foundation for growth over the next five years.

        Mirren Training: Brent Hodgins, Managing Partner & Director of Client Services
        Get Involved - Engage the Speaker/Panel

        The New Agency Model: The Next 5 Years

        Mirren Training

        06:00 PM

        New Business "Pub Style"

        Where good new business strategies are really conceived. To continue networking and discussing the day’s sessions, we all head over to a classic New York City pub: Fraunces Tavern (54 Pearl Street, just 2 blocks from the venue).

          New Business "Pub Style"

          07:30 AM

          Conference Registration and Breakfast

          Registration begins at 7:30am sharp. Grab a fresh cup of coffee, some morning snacks and meet a few of your fellow participants.

            Conference Registration and Breakfast

            08:30 AM

            Opening Remarks

            TBWA\Chiat\Day: Laurie Coots, Chief Marketing Officer

            Opening Remarks

            TBWA\Chiat\Day

            08:45 AM

            Keynote: It's the Unexpected that will Shape the Future of the Business

            Crispin Porter + Bogusky: Alex Bogusky, Co-Chairman

            Keynote: It's the Unexpected that will Shape the Future of the Business

            Crispin Porter + Bogusky

            10:00 AM
            Break-out Sessions

            Agency Growth Case Study Panel

            Track: Small-Mid Agency, Agency Principals

            Despite the challenge of the last year, there are a number of agencies that have experienced significant growth. Beyond just digital service offerings, which many agencies now offer, this session will uncover the fundamental business and business development lessons that can be applied to all agencies. From the strategic plan for the agency to executing that strategic plan, this panel of very different agencies will discuss how they think – and how they act differently – to capitalize on the current economic climate.

            Take away best practices that you can immediately begin to apply to your own agency.

            Advanced Capabilities Writing:

            Bring/Evaluate/Rewrite Your Presentation (part one)

            Track: Large Agency, Small-Mid Agency, Hands-on Sessions

            If you’re not going in with the attitude of converting the business, you’re not taking the right approach. It’s not “all about ideas” or “consumer insights” in 2010. In fact, you should forget the brief. And definitely forget the agenda. Based on the latest strategies from Mirren’s on-site training, this double-length session will laser in on exactly what has changed in 2010. It follows with the steps you must take to make the kind of impact your prospects will not soon forget:

            • Why the client makes their decision in the first 10 minutes.
            • The two most important ideas you must hammer home.
            • Opening with a bang, then holding them right through.
            • Why you should never present spec work.
            • The role of analytics.
            • How to sell business impact.
            • Pitch team members.
            • Presentation structure & design.
            • Dressing the room.

            Note: This is a double-length hands-on working session that begins with instruction. It is then followed with all participants doing a rewrite of their existing capabilities presentation. Coaching and support will be provided.

            Mirren Training: Brent Hodgins, Managing Partner & Director of Client Services
            Get Involved - Engage the Speaker/Panel

            Agency Growth Case Study Panel

            Rockfish Interactive
            PJA Advertising + Marketing
            Sapient
            The Brooklyn Brothers

            Advanced Capabilities Writing:

            Bring/Evaluate/Rewrite Your Presentation (part one)

            Mirren Training

            11:15 AM
            Break-out Sessions

            Client Negotiation Skills:

            Securing the Best Possible Deal

            Track: Small-Mid Agency

            Congratulations… you won the business! Well, almost. Now you must begin the fee and contract negotiations. Does this process give you stress akin to a day-long root canal?

            The Gap Partnership is a global firm that specializes in negotiation consulting. In this session, they will provide cutting-edge strategies and tools that you can apply to secure the best possible outcome from your next client negation. Areas covered will include:

            • Getting inside the head of your client (marketing & procurement).
            • Planning your negotiation strategy and tactics.
            • Understanding competitive and collaborative negotiations (and when each is appropriate).

            The Gap Partnership trains and consults with some of the most sophisticated negotiators and will use real-world examples from their work.

            The Gap Partnership: Simon Brocklehurst, Partner
            Get Involved - Engage the Speaker/Panel

            Agency Growth Case Study:

            Prepare to Fight or Brace for Impact

            Track: Agency Principals

            As CMO of Zimmerman, Goldberg has played a leading role in guiding the agency through significant growth and diversification over the past decade. The agency has transformed itself from a regional automotive agency to one of the largest retail agencies in the country. In fact, the agency has more than tripled itself to over $2.5 Billion in billings with offices throughout the country. 

            In his career, Goldberg has won 124 out of 134 pitch finals. In this session, he will share the new business core competencies that he's used to create an unfair fight in a pitch. Goldberg will discuss the power of specializing, the importance of knowing where you are not special, how to leverage the agency’s innate culture, along with sharing important tools should you find yourself up against Zimmerman anytime soon.

            Zimmerman: Michael Goldberg, EVP & Chief Marketing Officer
            Get Involved - Engage the Speaker/Panel

            Advanced Capabilities Writing:

            Bring/Evaluate/Rewrite Your Presentation (part two)

            Track: Large Agency, Small-Mid Agency, Hands-on Sessions

            The hands-on working session continues from Part One at 10:00am. This double-length session will begin with instruction and be followed by everyone doing a rewrite of their existing presentation. Learn exactly how to make the kind of impact your prospects will not soon forget.

            Note: You may not join this session part way through. You must participate from the beginning at 10:00am.

            Mirren Training: Brent Hodgins, Managing Partner & Director of Client Services
            Get Involved - Engage the Speaker/Panel

            Client Negotiation Skills:

            Securing the Best Possible Deal

            The Gap Partnership

            Agency Growth Case Study:

            Prepare to Fight or Brace for Impact

            Zimmerman

            Advanced Capabilities Writing:

            Bring/Evaluate/Rewrite Your Presentation (part two)

            Mirren Training

            12:30 PM

            Networking Lunch

            Meet many of your agency peers while taking a break over lunch.

              Networking Lunch

              02:00 PM

              How I'm Converting Meetings Right Now:

              206% Growth in Two Years

              Track: Small-Mid Agency

              The Mirren team holds a lot of pride for this particular session. Cinquino+co applied lessons learned from this conference, which they credit for helping to completely transform the agency – during the recession. We love the underdog. We love come-back stories, and this is a good one.

              Just a few short years ago, the agency was facing massive client cutbacks and no pipeline. The agency’s future existence was uncertain. However with the tenacity of the agency’s president, John Cinquino, the firm managed to stabilize with a loyal team and base of clients. But then, as the recession kicked in, so did their exponential growth. In a very short period they not only bounced back, but have created an unstoppable new business machine. Proactive prospecting is that the core of their new engine. But should they decide to enter a competitive review, their win rate is 75%. In a case study format, Cinquino will cover:

              • How crisis stimulates opportunity.
              • Looking outside the agency world to realize the need for a new business team.
              • How to adapt account planning and prepare to convert the first meeting.
              • Total agency involvement from the top down.
              • Less is more, quality not quantity is the path to victory.
              • How to adapt some of what you will learn at this conference to make it your own.
              cinquino+co.: John V. Cinquino, President

              How I'm Converting Meetings Right Now:

              206% Growth in Two Years

              cinquino+co.

              03:30 PM
              Break-out Sessions

              Search Consultants:

              A Perspective From The Next Generation

              Track: Large Agency

              As the conference has been looking at those agencies defining the future of the business, we’ll speak with those Search Consultants defining the future of their business. In fact, this group will be leading the next generation of Search Consultancy. They did not build their consulting field. But they will redefine it over the coming few years.

              The panel will discuss the latest trends they see defining agency selection and the role of Search Consulting in that process. With the sheer number of pitches they have facilitated, a tremendous amount of insight will uncover what it takes to increase your win rate in the current climate… and for the next decade.

              Time will be provided for audience Q&A.

              Get Involved - Engage the Speaker/Panel

              Advanced Writing:

              Questionnaire Responses, RFPs & Case Studies

              Track: Large Agency

              You invest a tremendous amount of time and effort in these key documents. And yet, clients still complain that agencies all look and sound the same. Given this, how should they be structured and written to better differentiate and persuade? This session will look at:

              • The key elements for client decision-making (that you're missing).
              • Better address the value of your work.
              • Cut back the quantity of copy on each page.
              • Communicate complex information more visually.
              • How to get business results data from your clients.
              • Better articulate case study results.

              Learn new principles to turn these into documents and content that will:
              (1) actually be read by the prospect;
              (2) better differentiate the agency; and
              (3) better sell and convert the prospect.

              Mirren Training: Bob Wiesner, Director
              Get Involved - Engage the Speaker/Panel

              Search Consultants:

              A Perspective From The Next Generation

              AAR Partners
              Pile & Co
              Ark Advisors

              Advanced Writing:

              Questionnaire Responses, RFPs & Case Studies

              Mirren Training

              04:30 PM

              The Client Perspective:

              Relationship & Courting Advice for 2010

              Track: Large Agency, Small-Mid Agency

              Each year, we host several top clients as they provide a frank perspective on agencies. What is top of mind for them coming out of the recession? How are they balancing short-term revenue goals with long-term strategic objectives? What does it take to get in the door? Where will their spending increase? Where will it be cut further? Will procurement ever get a grip on reality?

              Past panelists have included the marketing chiefs from General Mills, JetBlue, Toyota, BMW Mini, Xbox, GE, Verizon, to name a few.

              This year, the panel will be hosted by Peter Krainik, CEO of The CMO Club, an exclusive network of top CMOs. We will be announcing our panel line up on Monday, February 1st. 

                Get Involved - Engage the Speaker/Panel

                The Client Perspective:

                Relationship & Courting Advice for 2010

                06:00 PM

                Cocktail Reception

                Join us as we wrap up from the day's sessions and connect over cocktails.

                  Cocktail Reception

                  07:30 PM

                  Conference Closed For Day

                    Conference Closed For Day

                    08:45 AM

                    Keynote: It's The Changing Landscape That Fuels The Opportunity

                    Droga is the single most-awarded person at Cannes with over 50 lions. He has been inducted into the American Advertising Federation Hall of Achievement and honored with Lifetime achievement awards across the globe. In 2006 David founded Droga5 in New York, which Creativity magazine named “U.S. Agency of the Year” in 2007. Droga5 then became “Agency of the Year “ in four separate countries. And now, they are the fastest growing independent agency in America.
                    Droga5: David Droga, Founder, Creative Chairman

                    Keynote: It's The Changing Landscape That Fuels The Opportunity

                    Droga5

                    10:00 AM
                    Break-out Sessions

                    Where the Spending Is: Pinpointing the Opportunities Right Now

                    Track: Large Agency, Small-Mid Agency
                    Clients are increasing their spending. But where specifically? Which sectors? Which clients? Which channels? Based on the latest research findings from Mintel, this session will arm you with critical new information.

                    Take away key insights that will directly impact your targeting and your approach to converting those target prospects.
                    • Mintel International: Krista Faron, Senior Analyst
                    • Mintel International: Gaby Fireman, SVP Corporate New Business, Head of Media UK and USA

                    Advanced Final Pitch Deck Writing:

                    Bring/Evaluate/Rewrite Your Presentation (part one)

                    Track: Large Agency, Small-Mid Agency, Hands-on Sessions

                    In 2010, you must convert every single opportunity that presents itself. But as you know, a “big idea” in no way guarantees a win. Facing competition like you’ve never experienced before and the fickle nature of clients, selling that big idea is a real challenge. There’s nothing worse than receiving the call where you’re told, “Sorry, but you came in… second.”

                    Based on the latest insights from Mirren’s on-site training, this double-length session will focus in on how to orchestrate the entire final pitch presentation – with the end goal of converting every prospect. Completely new strategies have been incorporated into this 2010 session, including a look at procurement, selling the value of your work, analytics and the mind of the decision-maker. This session will address:

                    • Why you’ve written your presentation for the wrong person.
                    • Becoming the prospect’s champion.
                    • Pre-empting procurement.
                    • Selling the value of your work.
                    • Storytelling and dramatic arcs.
                    • Measurement and analytics.
                    • Presentation structure.
                    • Presentation design.
                    • Visual aids.
                    • Room theater.

                    Note: This is a double-length hands-on working session that begins with instruction. It is then followed with all participants doing a rewrite of an existing final pitch presentation. Bring a print-out of a representative pitch presentation to work with. You may also work with one on your laptop. Coaching and support will be provided.

                    Mirren Training: Bob Wiesner, Director
                    Get Involved - Engage the Speaker/Panel

                    Where the Spending Is: Pinpointing the Opportunities Right Now

                    Mintel International
                    Mintel International

                    Advanced Final Pitch Deck Writing:

                    Bring/Evaluate/Rewrite Your Presentation (part one)

                    Mirren Training

                    11:15 AM
                    Break-out Sessions

                    Taking Back Your Power with Procurement:

                    Insights From an Ex-Client

                    Track: Large Agency
                    David Wilson will reveal what it takes to redefine the balance of power between you and Procurement. He should know what it takes. He served as the Vice President, Global Procurement for Mattel, where he led the strategic sourcing of over $1 billion globally.  David will not only pull back the curtain and demystify the department, he will reveal how they operate and what you need to do to better prepare for and engage this challenging gatekeeper.
                    Stirling Consulting Group: David Wilson, President

                    Advanced Final Pitch Deck Writing:

                    Bring/Evaluate/Rewrite Your Presentation (part two)

                    Track: Large Agency, Small-Mid Agency, Hands-on Sessions

                    The double-length hands-on working session continues from Part One at 10:00am. This session begins with instruction. It is then followed with all participants doing a rewrite of an existing final pitch presentation. Bring a print-out of a representative pitch presentation to work with. You may also work with one on your laptop. Coaching and support will be provided.

                    Create a more impactful final pitch approach that you can apply to all of your presentations.

                    Note: You may not join this session part way through. You must participate from the beginning at 10:00am.

                    Mirren Training: Bob Wiesner, Director
                    Get Involved - Engage the Speaker/Panel

                    Taking Back Your Power with Procurement:

                    Insights From an Ex-Client

                    Stirling Consulting Group

                    Advanced Final Pitch Deck Writing:

                    Bring/Evaluate/Rewrite Your Presentation (part two)

                    Mirren Training

                    12:30 PM

                    Networking Lunch

                    Meet many of your agency peers while taking a break over lunch.

                      Networking Lunch

                      01:30 PM
                      Break-out Sessions

                      A Formula for Fueling Agency New Business through Social Media

                      Track: Large Agency, Small-Mid Agency

                      This session will provide a step-by-step overview and guide for creating a social media strategy to build credibility quickly and to generate inbound new business leads for your agency:

                      • Major Shift in Advertising Means a Shift for Agency New Business Practices
                      • The 4 Ways Social Media is Changing Ad Agency New Business
                      • The Benefits of Social Media for Ad Agency New Business
                      • The Best First Steps Into Social Media
                      • A 4 Step Approach to a Social Media Plan
                      • Social Media Best Practices: Twitter, Facebook, LinkedIn and Blogging
                      • Time Management: How Do I Keep Up with Social Media?

                      Michael Gass Consulting: Michael Gass, Owner
                      Get Involved - Engage the Speaker/Panel

                      Initial Outreach Scripting:

                      Crafting Your Voice Mails, Emails & Direct Mail

                      Track: Small-Mid Agency
                      You have only one chance for a first impression. Given this, and the short attention span of clients, there are several critical points that you must make within the first few seconds or lines of your outreach. Here, you will move step-by-step through a process that will help you to craft the messaging that will best hook your prospects. The session will also cover outreach strategies, tools and tactics to help you develop your entire outreach strategy.

                      Ultimately, the goal is to get the prospect on the phone, to convert the phone call into a meeting… and the meeting into the first project. Leave with a plan and scripts that you will have written to begin using when you get back to the agency.
                      Mirren Training: Bob Wiesner, Director
                      Get Involved - Engage the Speaker/Panel

                      A Formula for Fueling Agency New Business through Social Media

                      Michael Gass Consulting

                      Initial Outreach Scripting:

                      Crafting Your Voice Mails, Emails & Direct Mail

                      Mirren Training

                      03:00 PM
                      Break-out Sessions

                      Capitalizing on the Next 24 Months

                      Track: Large Agency, Small-Mid Agency

                      Cutting-edge panelists will discuss what it will take to generate the greatest possible revenue from digital over the next two years. Within the digital world, what are clients most seeking right now? What are the most significant opportunities for agencies? While traditional agencies have been talking the talk for almost a decade now, there has been little progress – as witnessed by the continued shift of work and budget over to the digital world.

                      Understand more about what these elite do differently - and no matter what type of agency you are, learn more about evolving your agency, your own interactive practice and your approach to business development.

                      Get Involved - Engage the Speaker/Panel

                      Beating Larger Agencies

                      Track: Small-Mid Agency, Agency Principals

                      Is there a direct correlation between the size of an agency and its ability to win business? Absolutely not. Each week the headline are peppered about how the larger agencies are having just as difficult a time right now. In fact, there has never been a better opportunity to go after bigger and better accounts. Not only are the larger agencies in a more vulnerable state, but clients are looking outside for ideas. Clients are open to the right ideas, packaged and positioned in the right manner. At the core, is properly organizing and deploying the resources you already have in place.

                      Learn new insights from the business development consulting and training boutique that has improved the win rate of agencies across the country. This session will look at exactly what it takes to go up against and beat larger agencies in competitive pitching/RFPs and in prospecting.

                      Mirren Training: Brent Hodgins, Managing Partner & Director of Client Services

                      Capitalizing on the Next 24 Months

                      Razorfish Europe
                      Deep Focus
                      Big Spaceship

                      Beating Larger Agencies

                      Mirren Training

                      04:30 PM

                      Generating Short-Term Revenue:

                      Your 2010 Action Plan

                      Probably the most important session of the entire conference: you will actively select those strategies and those tools (from the past 3 days) that can best be applied to your unique situation. You will walk through a step-by-step approach and begin to outline your 2010 New Business Plan; one that will best drive short-term revenue for your agency.

                      Learn exactly how your plan should be structured, the critical elements that must be included, and how to avoid several of the pitfalls that hold back most agencies from achieving their planned objectives. This session will include open discussion and Q&A.
                      Mirren Training: Brent Hodgins, Managing Partner & Director of Client Services
                      Get Involved - Engage the Speaker/Panel

                      Generating Short-Term Revenue:

                      Your 2010 Action Plan

                      Mirren Training

                      05:00 PM

                      Conference Closed

                        Conference Closed

                        07:30 AM
                        MONDAY

                        Conference Registration and Breakfast

                        Registration begins at 7:30am sharp. Grab a fresh cup of coffee, some morning snacks and meet a few of your fellow participants.

                          Conference Registration and Breakfast

                          08:30 AM
                          MONDAY

                          Opening Remarks

                          Jones Lundin Beals: Brian Goodall, General Manager

                          Opening Remarks

                          Jones Lundin Beals

                          08:45 AM
                          MONDAY

                          Keynote: The Viability of Your Agency

                          There has never been a period quite like the last 18 months. The simultaneous impact of technology and the global economic downturn have completely disrupted the agency industry. Bob Greenberg and Barry Wacksman will discuss specifically what has changed and the implications to agency business models and service offerings.

                          You will not want to miss this keynote address that will completely change the way you look at your agency – and the future viability of your agency.

                          Keynote: The Viability of Your Agency

                          R/GA
                          R/GA

                          12:30 PM
                          MONDAY

                          Networking Lunch

                          Meet many of your agency peers while taking a break over lunch.

                            Networking Lunch

                            02:30 PM
                            MONDAY

                            Live Pitch Competition

                            The Live Pitch Competition: One Product Launch, Two Teams, Three Judges, Several Hundred "Clients"

                            Hands-down, the most talked about element of last year’s conference. Ever wondered how other agencies pitch? This is a rare opportunity to watch other masters at work as they vie for being crowned Best Pitch Team in the country.

                            Watch two teams go head-to-head and deliver their pitch presentation in front of the entire conference… then, take in the immediate (and often controversial) feedback from the judges.
                              Video

                              Live Pitch Competition

                              06:00 PM
                              MONDAY

                              New Business "Pub Style"

                              Where good new business strategies are really conceived. To continue networking and discussing the day’s sessions, we all head over to a classic New York City pub: Fraunces Tavern (54 Pearl Street, just 2 blocks from the venue).

                                New Business "Pub Style"

                                07:30 AM
                                TUESDAY

                                Conference Registration and Breakfast

                                Registration begins at 7:30am sharp. Grab a fresh cup of coffee, some morning snacks and meet a few of your fellow participants.

                                  Conference Registration and Breakfast

                                  08:30 AM
                                  TUESDAY

                                  Opening Remarks

                                  TBWA\Chiat\Day: Laurie Coots, Chief Marketing Officer

                                  Opening Remarks

                                  TBWA\Chiat\Day

                                  08:45 AM
                                  TUESDAY

                                  Keynote: It's the Unexpected that will Shape the Future of the Business

                                  Crispin Porter + Bogusky: Alex Bogusky, Co-Chairman

                                  Keynote: It's the Unexpected that will Shape the Future of the Business

                                  Crispin Porter + Bogusky

                                  12:30 PM
                                  TUESDAY

                                  Networking Lunch

                                  Meet many of your agency peers while taking a break over lunch.

                                    Networking Lunch

                                    06:00 PM
                                    TUESDAY

                                    Cocktail Reception

                                    Join us as we wrap up from the day's sessions and connect over cocktails.

                                      Cocktail Reception

                                      07:30 PM
                                      TUESDAY

                                      Conference Closed For Day

                                        Conference Closed For Day

                                        08:45 AM
                                        WEDNESDAY

                                        Keynote: It's The Changing Landscape That Fuels The Opportunity

                                        Droga is the single most-awarded person at Cannes with over 50 lions. He has been inducted into the American Advertising Federation Hall of Achievement and honored with Lifetime achievement awards across the globe. In 2006 David founded Droga5 in New York, which Creativity magazine named “U.S. Agency of the Year” in 2007. Droga5 then became “Agency of the Year “ in four separate countries. And now, they are the fastest growing independent agency in America.
                                        Droga5: David Droga, Founder, Creative Chairman

                                        Keynote: It's The Changing Landscape That Fuels The Opportunity

                                        Droga5

                                        12:30 PM
                                        WEDNESDAY

                                        Networking Lunch

                                        Meet many of your agency peers while taking a break over lunch.

                                          Networking Lunch

                                          04:30 PM
                                          WEDNESDAY

                                          Generating Short-Term Revenue:

                                          Your 2010 Action Plan

                                          Probably the most important session of the entire conference: you will actively select those strategies and those tools (from the past 3 days) that can best be applied to your unique situation. You will walk through a step-by-step approach and begin to outline your 2010 New Business Plan; one that will best drive short-term revenue for your agency.

                                          Learn exactly how your plan should be structured, the critical elements that must be included, and how to avoid several of the pitfalls that hold back most agencies from achieving their planned objectives. This session will include open discussion and Q&A.
                                          Mirren Training: Brent Hodgins, Managing Partner & Director of Client Services
                                          Get Involved - Engage the Speaker/Panel

                                          Generating Short-Term Revenue:

                                          Your 2010 Action Plan

                                          Mirren Training

                                          05:00 PM
                                          WEDNESDAY

                                          Conference Closed

                                            Conference Closed

                                            10:00 AM
                                            MONDAY

                                            Naked Growth: A Case Study

                                            Track: Innovators

                                            Naked is one of the five most innovative companies in marketing, according to Fast Company magazine, March 2009. Where most agencies provide strategic development and production, Naked focuses on the higher-value, higher-margin strategic thinking and then outsources all of the commoditized services. And that’s just part of the story. With wins that keep racking up - such as Nokia, Coca-Cola, Johnson & Johnson, Adidas, Diageo - clearly they’ve cracked a new code for growth. Neal Davies will walk you through their evolution and more importantly, their lessons learned. Read the March 2009 Adage article on Naked.

                                            Naked Communications: Neal Davies, Founder
                                            Get Involved - Engage the Speaker/Panel

                                            Naked Growth: A Case Study

                                            Naked Communications

                                            11:30 AM
                                            MONDAY

                                            Creating New Revenue Streams: Innovator Panel One

                                            Track: Innovators
                                            Building on Monday’s theme, the first panel on this topic will focus on what it takes to turn innovative new services into new revenue streams. They will discuss innovative new products, services, business development strategies and delivery mechanisms they’ve created to increase their revenues. Rather than just theories from talking heads about “what might work,” you will get a behind the scenes look at new approaches actually working right now.

                                            The panel will discuss a range of new models: from new strategic consulting services, to strategy-only business models, to mobile commerce, to launching new brands, to adapting the agency to better profit from project-oriented work.

                                            Creating New Revenue Streams: Innovator Panel One

                                            BBH Labs
                                            Trumpet
                                            Victors & Spoils
                                            Redworks

                                            01:15 PM
                                            MONDAY

                                            Creating New Revenue Streams: Innovator Panel Two

                                            Track: Agency Principals, Innovators
                                            This group of business savvy agency leaders will build on the discussion from earlier in the day. They will also discuss innovative new products, services, business development strategies and delivery mechanisms they’ve created to increase their revenues.

                                            A range of models will be reviewed: from new strategic consulting services, to strategy-only business models, to mobile commerce, to launching new brands, to adapting the agency to better profit from project-oriented work.
                                            Get Involved - Engage the Speaker/Panel

                                            Creating New Revenue Streams: Innovator Panel Two

                                            Fuseproject
                                            HipCricket
                                            SKINNY NYC
                                            Agency Nil

                                            10:00 AM
                                            MONDAY

                                            Building a Profitable Social Media Practice

                                            Track: Large Agency, Agency Principals

                                            Over the last year, Social Media has become one of the hottest ticket items for clients. However, with fuzzy direction from clients and a belief that it should only cost a dime, building an agency practice that delivers it efficiently and profitably is another matter. And, while many agencies claim to have a Social Media practice, the reality is sometimes a little different. Edelman has been the pioneer in successfully integrating interactive and social media into a “traditional” agency offering.

                                            Danielle Wiley will take a case study approach and review the infrastructure, staffing and core competencies required to pull together a Social Media practice that drives revenue.

                                            Edelman: Danielle Wiley, SVP, Social Media & Consumer Brands
                                            Get Involved - Engage the Speaker/Panel

                                            Building a Profitable Social Media Practice

                                            Edelman

                                            10:00 AM
                                            TUESDAY

                                            Advanced Capabilities Writing:

                                            Bring/Evaluate/Rewrite Your Presentation (part one)

                                            Track: Large Agency, Small-Mid Agency, Hands-on Sessions

                                            If you’re not going in with the attitude of converting the business, you’re not taking the right approach. It’s not “all about ideas” or “consumer insights” in 2010. In fact, you should forget the brief. And definitely forget the agenda. Based on the latest strategies from Mirren’s on-site training, this double-length session will laser in on exactly what has changed in 2010. It follows with the steps you must take to make the kind of impact your prospects will not soon forget:

                                            • Why the client makes their decision in the first 10 minutes.
                                            • The two most important ideas you must hammer home.
                                            • Opening with a bang, then holding them right through.
                                            • Why you should never present spec work.
                                            • The role of analytics.
                                            • How to sell business impact.
                                            • Pitch team members.
                                            • Presentation structure & design.
                                            • Dressing the room.

                                            Note: This is a double-length hands-on working session that begins with instruction. It is then followed with all participants doing a rewrite of their existing capabilities presentation. Coaching and support will be provided.

                                            Mirren Training: Brent Hodgins, Managing Partner & Director of Client Services
                                            Get Involved - Engage the Speaker/Panel

                                            Advanced Capabilities Writing:

                                            Bring/Evaluate/Rewrite Your Presentation (part one)

                                            Mirren Training

                                            11:15 AM
                                            TUESDAY

                                            Advanced Capabilities Writing:

                                            Bring/Evaluate/Rewrite Your Presentation (part two)

                                            Track: Large Agency, Small-Mid Agency, Hands-on Sessions

                                            The hands-on working session continues from Part One at 10:00am. This double-length session will begin with instruction and be followed by everyone doing a rewrite of their existing presentation. Learn exactly how to make the kind of impact your prospects will not soon forget.

                                            Note: You may not join this session part way through. You must participate from the beginning at 10:00am.

                                            Mirren Training: Brent Hodgins, Managing Partner & Director of Client Services
                                            Get Involved - Engage the Speaker/Panel

                                            Advanced Capabilities Writing:

                                            Bring/Evaluate/Rewrite Your Presentation (part two)

                                            Mirren Training

                                            03:30 PM
                                            TUESDAY - Break-out Sessions

                                            Search Consultants:

                                            A Perspective From The Next Generation

                                            Track: Large Agency

                                            As the conference has been looking at those agencies defining the future of the business, we’ll speak with those Search Consultants defining the future of their business. In fact, this group will be leading the next generation of Search Consultancy. They did not build their consulting field. But they will redefine it over the coming few years.

                                            The panel will discuss the latest trends they see defining agency selection and the role of Search Consulting in that process. With the sheer number of pitches they have facilitated, a tremendous amount of insight will uncover what it takes to increase your win rate in the current climate… and for the next decade.

                                            Time will be provided for audience Q&A.

                                            Get Involved - Engage the Speaker/Panel

                                            Advanced Writing:

                                            Questionnaire Responses, RFPs & Case Studies

                                            Track: Large Agency

                                            You invest a tremendous amount of time and effort in these key documents. And yet, clients still complain that agencies all look and sound the same. Given this, how should they be structured and written to better differentiate and persuade? This session will look at:

                                            • The key elements for client decision-making (that you're missing).
                                            • Better address the value of your work.
                                            • Cut back the quantity of copy on each page.
                                            • Communicate complex information more visually.
                                            • How to get business results data from your clients.
                                            • Better articulate case study results.

                                            Learn new principles to turn these into documents and content that will:
                                            (1) actually be read by the prospect;
                                            (2) better differentiate the agency; and
                                            (3) better sell and convert the prospect.

                                            Mirren Training: Bob Wiesner, Director
                                            Get Involved - Engage the Speaker/Panel

                                            Search Consultants:

                                            A Perspective From The Next Generation

                                            AAR Partners
                                            Pile & Co
                                            Ark Advisors

                                            Advanced Writing:

                                            Questionnaire Responses, RFPs & Case Studies

                                            Mirren Training

                                            04:30 PM
                                            TUESDAY

                                            The Client Perspective:

                                            Relationship & Courting Advice for 2010

                                            Track: Large Agency, Small-Mid Agency

                                            Each year, we host several top clients as they provide a frank perspective on agencies. What is top of mind for them coming out of the recession? How are they balancing short-term revenue goals with long-term strategic objectives? What does it take to get in the door? Where will their spending increase? Where will it be cut further? Will procurement ever get a grip on reality?

                                            Past panelists have included the marketing chiefs from General Mills, JetBlue, Toyota, BMW Mini, Xbox, GE, Verizon, to name a few.

                                            This year, the panel will be hosted by Peter Krainik, CEO of The CMO Club, an exclusive network of top CMOs. We will be announcing our panel line up on Monday, February 1st. 

                                              Get Involved - Engage the Speaker/Panel

                                              The Client Perspective:

                                              Relationship & Courting Advice for 2010

                                              10:00 AM
                                              WEDNESDAY - Break-out Sessions

                                              Where the Spending Is: Pinpointing the Opportunities Right Now

                                              Track: Large Agency, Small-Mid Agency
                                              Clients are increasing their spending. But where specifically? Which sectors? Which clients? Which channels? Based on the latest research findings from Mintel, this session will arm you with critical new information.

                                              Take away key insights that will directly impact your targeting and your approach to converting those target prospects.
                                              • Mintel International: Krista Faron, Senior Analyst
                                              • Mintel International: Gaby Fireman, SVP Corporate New Business, Head of Media UK and USA

                                              Advanced Final Pitch Deck Writing:

                                              Bring/Evaluate/Rewrite Your Presentation (part one)

                                              Track: Large Agency, Small-Mid Agency, Hands-on Sessions

                                              In 2010, you must convert every single opportunity that presents itself. But as you know, a “big idea” in no way guarantees a win. Facing competition like you’ve never experienced before and the fickle nature of clients, selling that big idea is a real challenge. There’s nothing worse than receiving the call where you’re told, “Sorry, but you came in… second.”

                                              Based on the latest insights from Mirren’s on-site training, this double-length session will focus in on how to orchestrate the entire final pitch presentation – with the end goal of converting every prospect. Completely new strategies have been incorporated into this 2010 session, including a look at procurement, selling the value of your work, analytics and the mind of the decision-maker. This session will address:

                                              • Why you’ve written your presentation for the wrong person.
                                              • Becoming the prospect’s champion.
                                              • Pre-empting procurement.
                                              • Selling the value of your work.
                                              • Storytelling and dramatic arcs.
                                              • Measurement and analytics.
                                              • Presentation structure.
                                              • Presentation design.
                                              • Visual aids.
                                              • Room theater.

                                              Note: This is a double-length hands-on working session that begins with instruction. It is then followed with all participants doing a rewrite of an existing final pitch presentation. Bring a print-out of a representative pitch presentation to work with. You may also work with one on your laptop. Coaching and support will be provided.

                                              Mirren Training: Bob Wiesner, Director
                                              Get Involved - Engage the Speaker/Panel

                                              Where the Spending Is: Pinpointing the Opportunities Right Now

                                              Mintel International
                                              Mintel International

                                              Advanced Final Pitch Deck Writing:

                                              Bring/Evaluate/Rewrite Your Presentation (part one)

                                              Mirren Training

                                              11:15 AM
                                              WEDNESDAY - Break-out Sessions

                                              Taking Back Your Power with Procurement:

                                              Insights From an Ex-Client

                                              Track: Large Agency
                                              David Wilson will reveal what it takes to redefine the balance of power between you and Procurement. He should know what it takes. He served as the Vice President, Global Procurement for Mattel, where he led the strategic sourcing of over $1 billion globally.  David will not only pull back the curtain and demystify the department, he will reveal how they operate and what you need to do to better prepare for and engage this challenging gatekeeper.
                                              Stirling Consulting Group: David Wilson, President

                                              Advanced Final Pitch Deck Writing:

                                              Bring/Evaluate/Rewrite Your Presentation (part two)

                                              Track: Large Agency, Small-Mid Agency, Hands-on Sessions

                                              The double-length hands-on working session continues from Part One at 10:00am. This session begins with instruction. It is then followed with all participants doing a rewrite of an existing final pitch presentation. Bring a print-out of a representative pitch presentation to work with. You may also work with one on your laptop. Coaching and support will be provided.

                                              Create a more impactful final pitch approach that you can apply to all of your presentations.

                                              Note: You may not join this session part way through. You must participate from the beginning at 10:00am.

                                              Mirren Training: Bob Wiesner, Director
                                              Get Involved - Engage the Speaker/Panel

                                              Taking Back Your Power with Procurement:

                                              Insights From an Ex-Client

                                              Stirling Consulting Group

                                              Advanced Final Pitch Deck Writing:

                                              Bring/Evaluate/Rewrite Your Presentation (part two)

                                              Mirren Training

                                              01:30 PM
                                              WEDNESDAY

                                              A Formula for Fueling Agency New Business through Social Media

                                              Track: Large Agency, Small-Mid Agency

                                              This session will provide a step-by-step overview and guide for creating a social media strategy to build credibility quickly and to generate inbound new business leads for your agency:

                                              • Major Shift in Advertising Means a Shift for Agency New Business Practices
                                              • The 4 Ways Social Media is Changing Ad Agency New Business
                                              • The Benefits of Social Media for Ad Agency New Business
                                              • The Best First Steps Into Social Media
                                              • A 4 Step Approach to a Social Media Plan
                                              • Social Media Best Practices: Twitter, Facebook, LinkedIn and Blogging
                                              • Time Management: How Do I Keep Up with Social Media?

                                              Michael Gass Consulting: Michael Gass, Owner
                                              Get Involved - Engage the Speaker/Panel

                                              A Formula for Fueling Agency New Business through Social Media

                                              Michael Gass Consulting

                                              03:00 PM
                                              WEDNESDAY

                                              Capitalizing on the Next 24 Months

                                              Track: Large Agency, Small-Mid Agency

                                              Cutting-edge panelists will discuss what it will take to generate the greatest possible revenue from digital over the next two years. Within the digital world, what are clients most seeking right now? What are the most significant opportunities for agencies? While traditional agencies have been talking the talk for almost a decade now, there has been little progress – as witnessed by the continued shift of work and budget over to the digital world.

                                              Understand more about what these elite do differently - and no matter what type of agency you are, learn more about evolving your agency, your own interactive practice and your approach to business development.

                                              Get Involved - Engage the Speaker/Panel

                                              Capitalizing on the Next 24 Months

                                              Razorfish Europe
                                              Deep Focus
                                              Big Spaceship

                                              10:00 AM
                                              MONDAY

                                              Building a Profitable Social Media Practice

                                              Track: Large Agency, Agency Principals

                                              Over the last year, Social Media has become one of the hottest ticket items for clients. However, with fuzzy direction from clients and a belief that it should only cost a dime, building an agency practice that delivers it efficiently and profitably is another matter. And, while many agencies claim to have a Social Media practice, the reality is sometimes a little different. Edelman has been the pioneer in successfully integrating interactive and social media into a “traditional” agency offering.

                                              Danielle Wiley will take a case study approach and review the infrastructure, staffing and core competencies required to pull together a Social Media practice that drives revenue.

                                              Edelman: Danielle Wiley, SVP, Social Media & Consumer Brands
                                              Get Involved - Engage the Speaker/Panel

                                              Building a Profitable Social Media Practice

                                              Edelman

                                              01:15 PM
                                              MONDAY - Break-out Sessions

                                              The Eight Stages of Orchestrating a Business Turnaround

                                              Track: Small-Mid Agency, Agency Principals

                                              Betancur built his career as a turnaround specialist and will apply practical lessons from outside the agency world. He has led very successful turnaround initiatives at a number of international organizations, including Publisher’s Clearing House, Urban Brands and the direct division of PPR (a $12B French luxury goods retailer). At Jump Ramp Ventures, Betancur’s team creates new revenue streams for their clients by taking them online and by revitalizing old products with new sales potential.

                                              In this session, Betancur will cover the eight stages of orchestrating a business turnaround. This will include:

                                              • Properly defining clear, attainable, measurable goals.
                                              • Instilling leadership and responsibility in your subordinates.
                                              • Building an infrastructure that allows your people to explore and experiment within defined parameters.
                                              • Building a culture of build, test, refine and launch.

                                              Take away a step-by-step approach that you can apply to building your own agency plan – particularly if you’re in rebuilding mode.

                                              Jump Ramp Ventures: Alex Betancur, Co-Founder & Partner

                                              Creating New Revenue Streams: Innovator Panel Two

                                              Track: Agency Principals, Innovators
                                              This group of business savvy agency leaders will build on the discussion from earlier in the day. They will also discuss innovative new products, services, business development strategies and delivery mechanisms they’ve created to increase their revenues.

                                              A range of models will be reviewed: from new strategic consulting services, to strategy-only business models, to mobile commerce, to launching new brands, to adapting the agency to better profit from project-oriented work.
                                              Get Involved - Engage the Speaker/Panel

                                              The Eight Stages of Orchestrating a Business Turnaround

                                              Jump Ramp Ventures

                                              Creating New Revenue Streams: Innovator Panel Two

                                              Fuseproject
                                              HipCricket
                                              SKINNY NYC
                                              Agency Nil

                                              04:30 PM
                                              MONDAY

                                              The New Agency Model: The Next 5 Years

                                              Track: Agency Principals

                                              It’s no secret that clients have completely changed over the past 18 months. However, looking at the services agencies still offer… you would think it’s the best kept secret in town. Clients are seeking a completely different set of capabilities in 2010.

                                              Brent will take a frank look at what your agency is missing and why it’s holding you back. This session will review the specific set of core competencies that every agency (small and large) must master. And it’s not about jumping on the digital or social media bandwagon. In fact, the new agency model is centered around its ability to develop, sell, execute against and measure Transaction Insights. With that at the core, the session will review the set of basic capabilities that will lay a rock solid foundation for growth over the next five years.

                                              Mirren Training: Brent Hodgins, Managing Partner & Director of Client Services
                                              Get Involved - Engage the Speaker/Panel

                                              The New Agency Model: The Next 5 Years

                                              Mirren Training

                                              10:00 AM
                                              TUESDAY

                                              Agency Growth Case Study Panel

                                              Track: Small-Mid Agency, Agency Principals

                                              Despite the challenge of the last year, there are a number of agencies that have experienced significant growth. Beyond just digital service offerings, which many agencies now offer, this session will uncover the fundamental business and business development lessons that can be applied to all agencies. From the strategic plan for the agency to executing that strategic plan, this panel of very different agencies will discuss how they think – and how they act differently – to capitalize on the current economic climate.

                                              Take away best practices that you can immediately begin to apply to your own agency.

                                              Agency Growth Case Study Panel

                                              Rockfish Interactive
                                              PJA Advertising + Marketing
                                              Sapient
                                              The Brooklyn Brothers

                                              11:15 AM
                                              TUESDAY

                                              Agency Growth Case Study:

                                              Prepare to Fight or Brace for Impact

                                              Track: Agency Principals

                                              As CMO of Zimmerman, Goldberg has played a leading role in guiding the agency through significant growth and diversification over the past decade. The agency has transformed itself from a regional automotive agency to one of the largest retail agencies in the country. In fact, the agency has more than tripled itself to over $2.5 Billion in billings with offices throughout the country. 

                                              In his career, Goldberg has won 124 out of 134 pitch finals. In this session, he will share the new business core competencies that he's used to create an unfair fight in a pitch. Goldberg will discuss the power of specializing, the importance of knowing where you are not special, how to leverage the agency’s innate culture, along with sharing important tools should you find yourself up against Zimmerman anytime soon.

                                              Zimmerman: Michael Goldberg, EVP & Chief Marketing Officer
                                              Get Involved - Engage the Speaker/Panel

                                              Agency Growth Case Study:

                                              Prepare to Fight or Brace for Impact

                                              Zimmerman

                                              03:00 PM
                                              WEDNESDAY

                                              Beating Larger Agencies

                                              Track: Small-Mid Agency, Agency Principals

                                              Is there a direct correlation between the size of an agency and its ability to win business? Absolutely not. Each week the headline are peppered about how the larger agencies are having just as difficult a time right now. In fact, there has never been a better opportunity to go after bigger and better accounts. Not only are the larger agencies in a more vulnerable state, but clients are looking outside for ideas. Clients are open to the right ideas, packaged and positioned in the right manner. At the core, is properly organizing and deploying the resources you already have in place.

                                              Learn new insights from the business development consulting and training boutique that has improved the win rate of agencies across the country. This session will look at exactly what it takes to go up against and beat larger agencies in competitive pitching/RFPs and in prospecting.

                                              Mirren Training: Brent Hodgins, Managing Partner & Director of Client Services

                                              Beating Larger Agencies

                                              Mirren Training

                                              01:15 PM
                                              MONDAY

                                              The Eight Stages of Orchestrating a Business Turnaround

                                              Track: Small-Mid Agency, Agency Principals

                                              Betancur built his career as a turnaround specialist and will apply practical lessons from outside the agency world. He has led very successful turnaround initiatives at a number of international organizations, including Publisher’s Clearing House, Urban Brands and the direct division of PPR (a $12B French luxury goods retailer). At Jump Ramp Ventures, Betancur’s team creates new revenue streams for their clients by taking them online and by revitalizing old products with new sales potential.

                                              In this session, Betancur will cover the eight stages of orchestrating a business turnaround. This will include:

                                              • Properly defining clear, attainable, measurable goals.
                                              • Instilling leadership and responsibility in your subordinates.
                                              • Building an infrastructure that allows your people to explore and experiment within defined parameters.
                                              • Building a culture of build, test, refine and launch.

                                              Take away a step-by-step approach that you can apply to building your own agency plan – particularly if you’re in rebuilding mode.

                                              Jump Ramp Ventures: Alex Betancur, Co-Founder & Partner

                                              The Eight Stages of Orchestrating a Business Turnaround

                                              Jump Ramp Ventures

                                              10:00 AM
                                              TUESDAY - Break-out Sessions

                                              Agency Growth Case Study Panel

                                              Track: Small-Mid Agency, Agency Principals

                                              Despite the challenge of the last year, there are a number of agencies that have experienced significant growth. Beyond just digital service offerings, which many agencies now offer, this session will uncover the fundamental business and business development lessons that can be applied to all agencies. From the strategic plan for the agency to executing that strategic plan, this panel of very different agencies will discuss how they think – and how they act differently – to capitalize on the current economic climate.

                                              Take away best practices that you can immediately begin to apply to your own agency.

                                              Advanced Capabilities Writing:

                                              Bring/Evaluate/Rewrite Your Presentation (part one)

                                              Track: Large Agency, Small-Mid Agency, Hands-on Sessions

                                              If you’re not going in with the attitude of converting the business, you’re not taking the right approach. It’s not “all about ideas” or “consumer insights” in 2010. In fact, you should forget the brief. And definitely forget the agenda. Based on the latest strategies from Mirren’s on-site training, this double-length session will laser in on exactly what has changed in 2010. It follows with the steps you must take to make the kind of impact your prospects will not soon forget:

                                              • Why the client makes their decision in the first 10 minutes.
                                              • The two most important ideas you must hammer home.
                                              • Opening with a bang, then holding them right through.
                                              • Why you should never present spec work.
                                              • The role of analytics.
                                              • How to sell business impact.
                                              • Pitch team members.
                                              • Presentation structure & design.
                                              • Dressing the room.

                                              Note: This is a double-length hands-on working session that begins with instruction. It is then followed with all participants doing a rewrite of their existing capabilities presentation. Coaching and support will be provided.

                                              Mirren Training: Brent Hodgins, Managing Partner & Director of Client Services
                                              Get Involved - Engage the Speaker/Panel

                                              Agency Growth Case Study Panel

                                              Rockfish Interactive
                                              PJA Advertising + Marketing
                                              Sapient
                                              The Brooklyn Brothers

                                              Advanced Capabilities Writing:

                                              Bring/Evaluate/Rewrite Your Presentation (part one)

                                              Mirren Training

                                              11:15 AM
                                              TUESDAY - Break-out Sessions

                                              Client Negotiation Skills:

                                              Securing the Best Possible Deal

                                              Track: Small-Mid Agency

                                              Congratulations… you won the business! Well, almost. Now you must begin the fee and contract negotiations. Does this process give you stress akin to a day-long root canal?

                                              The Gap Partnership is a global firm that specializes in negotiation consulting. In this session, they will provide cutting-edge strategies and tools that you can apply to secure the best possible outcome from your next client negation. Areas covered will include:

                                              • Getting inside the head of your client (marketing & procurement).
                                              • Planning your negotiation strategy and tactics.
                                              • Understanding competitive and collaborative negotiations (and when each is appropriate).

                                              The Gap Partnership trains and consults with some of the most sophisticated negotiators and will use real-world examples from their work.

                                              The Gap Partnership: Simon Brocklehurst, Partner
                                              Get Involved - Engage the Speaker/Panel

                                              Advanced Capabilities Writing:

                                              Bring/Evaluate/Rewrite Your Presentation (part two)

                                              Track: Large Agency, Small-Mid Agency, Hands-on Sessions

                                              The hands-on working session continues from Part One at 10:00am. This double-length session will begin with instruction and be followed by everyone doing a rewrite of their existing presentation. Learn exactly how to make the kind of impact your prospects will not soon forget.

                                              Note: You may not join this session part way through. You must participate from the beginning at 10:00am.

                                              Mirren Training: Brent Hodgins, Managing Partner & Director of Client Services
                                              Get Involved - Engage the Speaker/Panel

                                              Client Negotiation Skills:

                                              Securing the Best Possible Deal

                                              The Gap Partnership

                                              Advanced Capabilities Writing:

                                              Bring/Evaluate/Rewrite Your Presentation (part two)

                                              Mirren Training

                                              02:00 PM
                                              TUESDAY

                                              How I'm Converting Meetings Right Now:

                                              206% Growth in Two Years

                                              Track: Small-Mid Agency

                                              The Mirren team holds a lot of pride for this particular session. Cinquino+co applied lessons learned from this conference, which they credit for helping to completely transform the agency – during the recession. We love the underdog. We love come-back stories, and this is a good one.

                                              Just a few short years ago, the agency was facing massive client cutbacks and no pipeline. The agency’s future existence was uncertain. However with the tenacity of the agency’s president, John Cinquino, the firm managed to stabilize with a loyal team and base of clients. But then, as the recession kicked in, so did their exponential growth. In a very short period they not only bounced back, but have created an unstoppable new business machine. Proactive prospecting is that the core of their new engine. But should they decide to enter a competitive review, their win rate is 75%. In a case study format, Cinquino will cover:

                                              • How crisis stimulates opportunity.
                                              • Looking outside the agency world to realize the need for a new business team.
                                              • How to adapt account planning and prepare to convert the first meeting.
                                              • Total agency involvement from the top down.
                                              • Less is more, quality not quantity is the path to victory.
                                              • How to adapt some of what you will learn at this conference to make it your own.
                                              cinquino+co.: John V. Cinquino, President

                                              How I'm Converting Meetings Right Now:

                                              206% Growth in Two Years

                                              cinquino+co.

                                              04:30 PM
                                              TUESDAY

                                              The Client Perspective:

                                              Relationship & Courting Advice for 2010

                                              Track: Large Agency, Small-Mid Agency

                                              Each year, we host several top clients as they provide a frank perspective on agencies. What is top of mind for them coming out of the recession? How are they balancing short-term revenue goals with long-term strategic objectives? What does it take to get in the door? Where will their spending increase? Where will it be cut further? Will procurement ever get a grip on reality?

                                              Past panelists have included the marketing chiefs from General Mills, JetBlue, Toyota, BMW Mini, Xbox, GE, Verizon, to name a few.

                                              This year, the panel will be hosted by Peter Krainik, CEO of The CMO Club, an exclusive network of top CMOs. We will be announcing our panel line up on Monday, February 1st. 

                                                Get Involved - Engage the Speaker/Panel

                                                The Client Perspective:

                                                Relationship & Courting Advice for 2010

                                                10:00 AM
                                                WEDNESDAY - Break-out Sessions

                                                Where the Spending Is: Pinpointing the Opportunities Right Now

                                                Track: Large Agency, Small-Mid Agency
                                                Clients are increasing their spending. But where specifically? Which sectors? Which clients? Which channels? Based on the latest research findings from Mintel, this session will arm you with critical new information.

                                                Take away key insights that will directly impact your targeting and your approach to converting those target prospects.
                                                • Mintel International: Krista Faron, Senior Analyst
                                                • Mintel International: Gaby Fireman, SVP Corporate New Business, Head of Media UK and USA

                                                Advanced Final Pitch Deck Writing:

                                                Bring/Evaluate/Rewrite Your Presentation (part one)

                                                Track: Large Agency, Small-Mid Agency, Hands-on Sessions

                                                In 2010, you must convert every single opportunity that presents itself. But as you know, a “big idea” in no way guarantees a win. Facing competition like you’ve never experienced before and the fickle nature of clients, selling that big idea is a real challenge. There’s nothing worse than receiving the call where you’re told, “Sorry, but you came in… second.”

                                                Based on the latest insights from Mirren’s on-site training, this double-length session will focus in on how to orchestrate the entire final pitch presentation – with the end goal of converting every prospect. Completely new strategies have been incorporated into this 2010 session, including a look at procurement, selling the value of your work, analytics and the mind of the decision-maker. This session will address:

                                                • Why you’ve written your presentation for the wrong person.
                                                • Becoming the prospect’s champion.
                                                • Pre-empting procurement.
                                                • Selling the value of your work.
                                                • Storytelling and dramatic arcs.
                                                • Measurement and analytics.
                                                • Presentation structure.
                                                • Presentation design.
                                                • Visual aids.
                                                • Room theater.

                                                Note: This is a double-length hands-on working session that begins with instruction. It is then followed with all participants doing a rewrite of an existing final pitch presentation. Bring a print-out of a representative pitch presentation to work with. You may also work with one on your laptop. Coaching and support will be provided.

                                                Mirren Training: Bob Wiesner, Director
                                                Get Involved - Engage the Speaker/Panel

                                                Where the Spending Is: Pinpointing the Opportunities Right Now

                                                Mintel International
                                                Mintel International

                                                Advanced Final Pitch Deck Writing:

                                                Bring/Evaluate/Rewrite Your Presentation (part one)

                                                Mirren Training

                                                11:15 AM
                                                WEDNESDAY

                                                Advanced Final Pitch Deck Writing:

                                                Bring/Evaluate/Rewrite Your Presentation (part two)

                                                Track: Large Agency, Small-Mid Agency, Hands-on Sessions

                                                The double-length hands-on working session continues from Part One at 10:00am. This session begins with instruction. It is then followed with all participants doing a rewrite of an existing final pitch presentation. Bring a print-out of a representative pitch presentation to work with. You may also work with one on your laptop. Coaching and support will be provided.

                                                Create a more impactful final pitch approach that you can apply to all of your presentations.

                                                Note: You may not join this session part way through. You must participate from the beginning at 10:00am.

                                                Mirren Training: Bob Wiesner, Director
                                                Get Involved - Engage the Speaker/Panel

                                                Advanced Final Pitch Deck Writing:

                                                Bring/Evaluate/Rewrite Your Presentation (part two)

                                                Mirren Training

                                                01:30 PM
                                                WEDNESDAY - Break-out Sessions

                                                A Formula for Fueling Agency New Business through Social Media

                                                Track: Large Agency, Small-Mid Agency

                                                This session will provide a step-by-step overview and guide for creating a social media strategy to build credibility quickly and to generate inbound new business leads for your agency:

                                                • Major Shift in Advertising Means a Shift for Agency New Business Practices
                                                • The 4 Ways Social Media is Changing Ad Agency New Business
                                                • The Benefits of Social Media for Ad Agency New Business
                                                • The Best First Steps Into Social Media
                                                • A 4 Step Approach to a Social Media Plan
                                                • Social Media Best Practices: Twitter, Facebook, LinkedIn and Blogging
                                                • Time Management: How Do I Keep Up with Social Media?

                                                Michael Gass Consulting: Michael Gass, Owner
                                                Get Involved - Engage the Speaker/Panel

                                                Initial Outreach Scripting:

                                                Crafting Your Voice Mails, Emails & Direct Mail

                                                Track: Small-Mid Agency
                                                You have only one chance for a first impression. Given this, and the short attention span of clients, there are several critical points that you must make within the first few seconds or lines of your outreach. Here, you will move step-by-step through a process that will help you to craft the messaging that will best hook your prospects. The session will also cover outreach strategies, tools and tactics to help you develop your entire outreach strategy.

                                                Ultimately, the goal is to get the prospect on the phone, to convert the phone call into a meeting… and the meeting into the first project. Leave with a plan and scripts that you will have written to begin using when you get back to the agency.
                                                Mirren Training: Bob Wiesner, Director
                                                Get Involved - Engage the Speaker/Panel

                                                A Formula for Fueling Agency New Business through Social Media

                                                Michael Gass Consulting

                                                Initial Outreach Scripting:

                                                Crafting Your Voice Mails, Emails & Direct Mail

                                                Mirren Training

                                                03:00 PM
                                                WEDNESDAY - Break-out Sessions

                                                Capitalizing on the Next 24 Months

                                                Track: Large Agency, Small-Mid Agency

                                                Cutting-edge panelists will discuss what it will take to generate the greatest possible revenue from digital over the next two years. Within the digital world, what are clients most seeking right now? What are the most significant opportunities for agencies? While traditional agencies have been talking the talk for almost a decade now, there has been little progress – as witnessed by the continued shift of work and budget over to the digital world.

                                                Understand more about what these elite do differently - and no matter what type of agency you are, learn more about evolving your agency, your own interactive practice and your approach to business development.

                                                Get Involved - Engage the Speaker/Panel

                                                Beating Larger Agencies

                                                Track: Small-Mid Agency, Agency Principals

                                                Is there a direct correlation between the size of an agency and its ability to win business? Absolutely not. Each week the headline are peppered about how the larger agencies are having just as difficult a time right now. In fact, there has never been a better opportunity to go after bigger and better accounts. Not only are the larger agencies in a more vulnerable state, but clients are looking outside for ideas. Clients are open to the right ideas, packaged and positioned in the right manner. At the core, is properly organizing and deploying the resources you already have in place.

                                                Learn new insights from the business development consulting and training boutique that has improved the win rate of agencies across the country. This session will look at exactly what it takes to go up against and beat larger agencies in competitive pitching/RFPs and in prospecting.

                                                Mirren Training: Brent Hodgins, Managing Partner & Director of Client Services

                                                Capitalizing on the Next 24 Months

                                                Razorfish Europe
                                                Deep Focus
                                                Big Spaceship

                                                Beating Larger Agencies

                                                Mirren Training

                                                10:00 AM
                                                TUESDAY

                                                Advanced Capabilities Writing:

                                                Bring/Evaluate/Rewrite Your Presentation (part one)

                                                Track: Large Agency, Small-Mid Agency, Hands-on Sessions

                                                If you’re not going in with the attitude of converting the business, you’re not taking the right approach. It’s not “all about ideas” or “consumer insights” in 2010. In fact, you should forget the brief. And definitely forget the agenda. Based on the latest strategies from Mirren’s on-site training, this double-length session will laser in on exactly what has changed in 2010. It follows with the steps you must take to make the kind of impact your prospects will not soon forget:

                                                • Why the client makes their decision in the first 10 minutes.
                                                • The two most important ideas you must hammer home.
                                                • Opening with a bang, then holding them right through.
                                                • Why you should never present spec work.
                                                • The role of analytics.
                                                • How to sell business impact.
                                                • Pitch team members.
                                                • Presentation structure & design.
                                                • Dressing the room.

                                                Note: This is a double-length hands-on working session that begins with instruction. It is then followed with all participants doing a rewrite of their existing capabilities presentation. Coaching and support will be provided.

                                                Mirren Training: Brent Hodgins, Managing Partner & Director of Client Services
                                                Get Involved - Engage the Speaker/Panel

                                                Advanced Capabilities Writing:

                                                Bring/Evaluate/Rewrite Your Presentation (part one)

                                                Mirren Training

                                                11:15 AM
                                                TUESDAY

                                                Advanced Capabilities Writing:

                                                Bring/Evaluate/Rewrite Your Presentation (part two)

                                                Track: Large Agency, Small-Mid Agency, Hands-on Sessions

                                                The hands-on working session continues from Part One at 10:00am. This double-length session will begin with instruction and be followed by everyone doing a rewrite of their existing presentation. Learn exactly how to make the kind of impact your prospects will not soon forget.

                                                Note: You may not join this session part way through. You must participate from the beginning at 10:00am.

                                                Mirren Training: Brent Hodgins, Managing Partner & Director of Client Services
                                                Get Involved - Engage the Speaker/Panel

                                                Advanced Capabilities Writing:

                                                Bring/Evaluate/Rewrite Your Presentation (part two)

                                                Mirren Training

                                                10:00 AM
                                                WEDNESDAY

                                                Advanced Final Pitch Deck Writing:

                                                Bring/Evaluate/Rewrite Your Presentation (part one)

                                                Track: Large Agency, Small-Mid Agency, Hands-on Sessions

                                                In 2010, you must convert every single opportunity that presents itself. But as you know, a “big idea” in no way guarantees a win. Facing competition like you’ve never experienced before and the fickle nature of clients, selling that big idea is a real challenge. There’s nothing worse than receiving the call where you’re told, “Sorry, but you came in… second.”

                                                Based on the latest insights from Mirren’s on-site training, this double-length session will focus in on how to orchestrate the entire final pitch presentation – with the end goal of converting every prospect. Completely new strategies have been incorporated into this 2010 session, including a look at procurement, selling the value of your work, analytics and the mind of the decision-maker. This session will address:

                                                • Why you’ve written your presentation for the wrong person.
                                                • Becoming the prospect’s champion.
                                                • Pre-empting procurement.
                                                • Selling the value of your work.
                                                • Storytelling and dramatic arcs.
                                                • Measurement and analytics.
                                                • Presentation structure.
                                                • Presentation design.
                                                • Visual aids.
                                                • Room theater.

                                                Note: This is a double-length hands-on working session that begins with instruction. It is then followed with all participants doing a rewrite of an existing final pitch presentation. Bring a print-out of a representative pitch presentation to work with. You may also work with one on your laptop. Coaching and support will be provided.

                                                Mirren Training: Bob Wiesner, Director
                                                Get Involved - Engage the Speaker/Panel

                                                Advanced Final Pitch Deck Writing:

                                                Bring/Evaluate/Rewrite Your Presentation (part one)

                                                Mirren Training

                                                11:15 AM
                                                WEDNESDAY

                                                Advanced Final Pitch Deck Writing:

                                                Bring/Evaluate/Rewrite Your Presentation (part two)

                                                Track: Large Agency, Small-Mid Agency, Hands-on Sessions

                                                The double-length hands-on working session continues from Part One at 10:00am. This session begins with instruction. It is then followed with all participants doing a rewrite of an existing final pitch presentation. Bring a print-out of a representative pitch presentation to work with. You may also work with one on your laptop. Coaching and support will be provided.

                                                Create a more impactful final pitch approach that you can apply to all of your presentations.

                                                Note: You may not join this session part way through. You must participate from the beginning at 10:00am.

                                                Mirren Training: Bob Wiesner, Director
                                                Get Involved - Engage the Speaker/Panel

                                                Advanced Final Pitch Deck Writing:

                                                Bring/Evaluate/Rewrite Your Presentation (part two)

                                                Mirren Training

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                                                "This is a rare opportunity for new business leadership to connect with one another - and to learn from the best of the best."

                                                Judy Neer

                                                Pile & Company

                                                Conference Partners


                                                Featured Sessions

                                                • Building a Profitable Social
                                                  Media Practice
                                                • Creating New Revenue Streams
                                                • Case Study: "How I'm Converting Meetings Right Now"
                                                • Negotiation Skills
                                                • Bring/Evaluate/Rewrite Your Capabilities
                                                • Taking Back Power From Procurement
                                                • Advanced RFP/Case Study Writing
                                                • Beating Larger Agencies
                                                • Lead Gen with Social Media


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