This year, our content is focused into several key tracks.
Bring your agency materials… in numerous sessions, you'll be evaluating
your own new business practices and your own business model. In others, you'll
be exploring innovative agencies, as you take away new ideas for your own agency growth.
Part of the Live Broadcast Package
Track 1
New Business: Structured LearningStep-by-Step Sessions Where You Roll Up Your Sleeves & Go To Work On Your Agency
Track 2
Agency Business
Model InnovationAn Exploration of Different Agency Models, Practical Growth Strategies for Your Own
Model InnovationAn Exploration of Different Agency Models, Practical Growth Strategies for Your Own
Track 3
New Business
Tools
Sessions About Tools, Services & Software to Help You Be More Effective with New Business
Tools
Sessions About Tools, Services & Software to Help You Be More Effective with New Business
Track 4
Search Consultants, New Biz Alliances We Mix It Up With a View from Key Influencers & An Opportunity to Form New Biz Alliances
Tuesday
08:30 AM
KEYNOTE
You Sleep When You Die…and Other Unpopular Thoughts from the CEO Who Created Explosive Growth During the Recession
Zimmerman Advertising Jordan Zimmerman Founder & Chairman
KEYNOTE
You Sleep When You Die…and Other Unpopular Thoughts from the CEO Who Created Explosive Growth During the Recession
10:00 AM
[X] Close
Bring your agency positioning materials and be ready to be put to work. Handouts will be provided as you walk through a step-by-step process to audit your agency's current positioning and craft an updated version that meets three key criteria:
1) compelling to clients, while communicating the business value you create;
2) differentiating from your competitive set, while eliminating all the agency clichés; and
3) authentic to the DNA of your agency.
1) compelling to clients, while communicating the business value you create;
2) differentiating from your competitive set, while eliminating all the agency clichés; and
3) authentic to the DNA of your agency.
You will also do a targeting exercise to help identify those prospects you can most quickly - and most easily - convert into new revenue.
Wiesner Consulting Group Bob Wiesner Managing Director
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Tim will focus on lessons that can be applied to help your agency operationalize in a way that helps to move more quickly, efficiently and profitably - particularly as the nature of client work becomes increasingly varied and project oriented.
He will address this using real cases about the many challenges Made by Many has overcome in trying to do everything differently: inventing new digital products and services, bringing them to market, scaling them... and sometimes running into operational challenges with every aspect of the traditional client/agency model. Made by Many's mission is to create new types of products and services that make life better and scale to millions and millions of users.
He will address this using real cases about the many challenges Made by Many has overcome in trying to do everything differently: inventing new digital products and services, bringing them to market, scaling them... and sometimes running into operational challenges with every aspect of the traditional client/agency model. Made by Many's mission is to create new types of products and services that make life better and scale to millions and millions of users.
Made by Many London Tim Malbon Founding Partner
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This panel of top new business directors will discuss the key tools they use to help be more effective in their role: from software, to research and outsourced services.
The discussion will then continue with a look at the more controversial internal challenges of the role... what it takes to get the resources required to be effective; managing the expectations of the CEO (and everyone in the agency); and the art of "herding the cats."
The discussion will then continue with a look at the more controversial internal challenges of the role... what it takes to get the resources required to be effective; managing the expectations of the CEO (and everyone in the agency); and the art of "herding the cats."
- BBDO Simon Bond Chief Marketing Officer
- McGarry Bowen Brandon Cooke Managing Director, Business Development
- CP+B Jessica Lewis Director of Business Development
- Huge Chris Hayes Chief Marketing Officer
Session 1:
| The New Lean Agency Model | New Business Director Panel Discussion: Tools to Improve Performance |
11:15 AM
[X] Close
This session will build upon Session One, which you must have participated in to join Session Two. Bring your agency capabilities, take the handout and be ready to be put to work again.
If you’re not going in planning a "grand slam hit it out of the park" capabilities session, you’re not taking the right approach. In fact, forget the client's agenda (unless you want to become fully commoditized by their process). And forget talking about the agency (unless you want to bore the client to death).
Based on the latest strategies from Mirren’s in-person training, this session will focus on the steps you must take to:
1) open with a bang, then hold them all the way through;
2) position your agency as truly unique, truly focused on driving the client's business (vs. brand);
3) get the client to open up about their core marketing and business challenges; and
4) close in a way that ensures the client will not soon forget you.
If you’re not going in planning a "grand slam hit it out of the park" capabilities session, you’re not taking the right approach. In fact, forget the client's agenda (unless you want to become fully commoditized by their process). And forget talking about the agency (unless you want to bore the client to death).
Based on the latest strategies from Mirren’s in-person training, this session will focus on the steps you must take to:
1) open with a bang, then hold them all the way through;
2) position your agency as truly unique, truly focused on driving the client's business (vs. brand);
3) get the client to open up about their core marketing and business challenges; and
4) close in a way that ensures the client will not soon forget you.
Mirren Brent Hodgins Managing Partner
Agency Case Study with EPAM Empathy Lab: Building a New Business-Centric Agency
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Take a close look at an agency that has built a high performing new business machine. Empathy Lab is a digital agency focused on eCommerce and Digital Media, with clients that include Nintendo, Comcast, DirecTV, Lions Gate, Sony, TJX and The American Red Cross.
Since being founded just 7 years ago, they have acquired an A-level client list with a systematic approach to sales: from focused targeting and strategic alliances, to specialization and a hybrid internal / external sales model. This is a sales-driven agency that, due to a consistently full pipeline and conversion rate in the 70% range, was in fact just acquired.
Since being founded just 7 years ago, they have acquired an A-level client list with a systematic approach to sales: from focused targeting and strategic alliances, to specialization and a hybrid internal / external sales model. This is a sales-driven agency that, due to a consistently full pipeline and conversion rate in the 70% range, was in fact just acquired.
- EPAM Empathy Lab Kevin Labick CEO & Co-Founder
- EPAM Empathy Lab Michelle Pack Director of Marketing
- EPAM Empathy Lab David Larkins VP, Client Development
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Here, you'll be able to take a look at a number of new and innovative tools that can help you be more effective as you manage pitches and initiate proactive prospecting programs. There will be a number of brief product demos, allowing you to see a range of contact management, sales software, email marketing and prospect research tools.
The Tools Covered Will Include: Salesforce.com, SugarCRM, Prezi Presentation Software, HootSuitePro, Socialoomph, TweetAdder and prospect email marketing.
Mark Sneider and Lee McKnight from RSW/US will also present the findings from a recent research study into the most popular tools of those involved in leading new business.
The Tools Covered Will Include: Salesforce.com, SugarCRM, Prezi Presentation Software, HootSuitePro, Socialoomph, TweetAdder and prospect email marketing.
Mark Sneider and Lee McKnight from RSW/US will also present the findings from a recent research study into the most popular tools of those involved in leading new business.
- Fathom Creative / Prezi Matt Stevenson Creative Design Lead
- KSL Media Inc. Michael Oddi Chief Marketing Officer
- Catapult New Business Dave Currie CEO
- Fuel Lines Michael Gass CEO
- RSW/US Lee McKnight Jr. Director of Business Development
- RSW/US Mark Sneider President
Session 2:
| Agency Case Study with EPAM Empathy Lab: Building a New Business-Centric Agency | New Business Tools, Services & Software You Need in Your Toolbox
Fathom Creative / Prezi |
12:15 PM
Networking Lunch
Take a break, grab some bio fuel and get ready for the afternoon sessions… while meeting many of your agency peers.
Networking Lunch
Take a break, grab some bio fuel and get ready for the afternoon sessions… while meeting many of your agency peers.
01:15 PM
[X] Close
This session will build upon the first two sessions, which you must have participated in to join Session Three. Handouts will be provided.
New categories: one of the best sources of new revenue. And those agencies experiencing the highest growth systematically attack and convert one qualified prospect after another. These agencies are stealing business with small teams (think SWAT teams) that focus and aggressively attack with an innovative approach.
This session will systematically break down the steps in building and converting a pipeline of qualified leads, as you push out from your existing base of clients.
New categories: one of the best sources of new revenue. And those agencies experiencing the highest growth systematically attack and convert one qualified prospect after another. These agencies are stealing business with small teams (think SWAT teams) that focus and aggressively attack with an innovative approach.
This session will systematically break down the steps in building and converting a pipeline of qualified leads, as you push out from your existing base of clients.
Mirren Brent Hodgins Managing Partner
[X] Close
This double-length session is a thought-provoking exploration of how agencies are reinventing themselves by developing new services and reconfiguring their business models.
Tim Williams has created a special update to his on-going work with agency CEOs on their agency models. Here, he will outline several key principles by which you can audit and evaluate the "future potential" of your own model. The goal: identify new growth opportunities (and the required core competencies). Concepts will include a look at:
• Redefining “creativity” and its impact on the agency business model
• The implications of competencies focused on “pull” instead of “push”
• Why adaptive marketing requires agencies to adopt the agile framework
• Optimizing the two basic types of agency work: Magic and Logic
• The organizational requirement for both generalists and specialists
• The new role of teams in place of departments
• Moving toward compensation agreements as a financial portfolio
Using examples from agencies around the world, this session explores how you can adopt new ways of thinking, working, and organization that will help to move further up the value chain and create new, recurring sources of revenue.
Tim Williams has created a special update to his on-going work with agency CEOs on their agency models. Here, he will outline several key principles by which you can audit and evaluate the "future potential" of your own model. The goal: identify new growth opportunities (and the required core competencies). Concepts will include a look at:
• Redefining “creativity” and its impact on the agency business model
• The implications of competencies focused on “pull” instead of “push”
• Why adaptive marketing requires agencies to adopt the agile framework
• Optimizing the two basic types of agency work: Magic and Logic
• The organizational requirement for both generalists and specialists
• The new role of teams in place of departments
• Moving toward compensation agreements as a financial portfolio
Using examples from agencies around the world, this session explores how you can adopt new ways of thinking, working, and organization that will help to move further up the value chain and create new, recurring sources of revenue.
Ignition Tim Williams Founder
[X] Close
Research is one of the most important new business tools. However, there never seems to be enough time to do it well. Kathryn Korostoff, President of Research Rockstar, will take a look at how to get to big insights when you're under the incredible time crunch of a new business pitch.
Research Rockstar Kathyrn Korostoff President
Session 3:
| Auditing Your Agency Model: Identifying Business Opportunities | Big Research on a Not-So-Big-Timeline |
02:30 PM
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This session will build upon the first three sessions, which you must have participated in to join Session Four.
This breakout combines instruction from the front of the room and working exercises in smaller groups. You will have the opportunity to interact with other agencies as you work through the challenges of proactive prospecting and the steps in setting up a new pipeline building program at your agency.
This breakout combines instruction from the front of the room and working exercises in smaller groups. You will have the opportunity to interact with other agencies as you work through the challenges of proactive prospecting and the steps in setting up a new pipeline building program at your agency.
- Catapult New Business Dave Currie CEO
- Catapult New Business Maria Rehmert President
- NetX David Herscott Managing Partner
[X] Close
Based on the latest consumer insight and research findings from Mintel, this session will explore global consumer trends and explain how they should impact your client’s strategic development and new business planning in the US. The presentation will examine how increasingly emerging market consumers from nations such as China and India are driving consumer sectors globally both through their own domestic consumption and growing tourism.
The presence of “arbitraged” consumption, e-commerce and chain retailing in emerging markets are now propelling brand strategies in Western markets. Increasingly what is sold in the American shopping mall returns to Asia, while the new emerging market middle class and wealthy global shopper is increasingly determining everything from price to color to availability.
The presence of “arbitraged” consumption, e-commerce and chain retailing in emerging markets are now propelling brand strategies in Western markets. Increasingly what is sold in the American shopping mall returns to Asia, while the new emerging market middle class and wealthy global shopper is increasingly determining everything from price to color to availability.
Mintel Group Paul French Chief China Market Strategist
Session 4:
| Auditing Your Agency Model PART 2 | Global Consumer Trends: How Themes Across the World are Influencing USA |
03:30 PM
Networking Coffee Break
Meet Our Conference Partners Learn More About How They Can Help You Win More Business
[X] Close
Will Travis will walk you through a case study on the building of a new agency model.
According to Forbes, "Sid Lee is one of the top 5 performing agencies in the world."
They have 650 people managing clients in more than 20 countries from their offices in Montréal, New York, Amsterdam, Paris and Toronto. Cirque Du Soleil is not only a strategic alliance for their Entertainment Division, they are the sole equity investor in the agency.
They are the creators of C2-MTL, a mind-bending immersive conference in Montréal focused on commerce and creativity. It takes place in "Innovation Village," a venue custom built to enhance the experience. This year, several thousand attendees will take in speakers that include Richard Branson, Philippe Starck, Chris Bangle and Elle Macpherson.
Sid Lee Architecture employs more than 50 architects engaged in residential, retail and corporate projects that earned twelve design awards in 2012 alone. Sid Lee Boot Camp partners with global business leaders in addressing global philanthropic causes, such as AIDs and Carbon Footprint reduction.
And to top it all off, they invest $200,000 each year in Sid Lee Collective, a creative incubator program to bring employee innovations to life.
According to Forbes, "Sid Lee is one of the top 5 performing agencies in the world."
They have 650 people managing clients in more than 20 countries from their offices in Montréal, New York, Amsterdam, Paris and Toronto. Cirque Du Soleil is not only a strategic alliance for their Entertainment Division, they are the sole equity investor in the agency.
They are the creators of C2-MTL, a mind-bending immersive conference in Montréal focused on commerce and creativity. It takes place in "Innovation Village," a venue custom built to enhance the experience. This year, several thousand attendees will take in speakers that include Richard Branson, Philippe Starck, Chris Bangle and Elle Macpherson.
Sid Lee Architecture employs more than 50 architects engaged in residential, retail and corporate projects that earned twelve design awards in 2012 alone. Sid Lee Boot Camp partners with global business leaders in addressing global philanthropic causes, such as AIDs and Carbon Footprint reduction.
And to top it all off, they invest $200,000 each year in Sid Lee Collective, a creative incubator program to bring employee innovations to life.
Sid Lee Will Travis President USA
Networking Coffee Break | Agency Case Study with Sid Lee: The Agency Powerhouse You've Never Heard Of |
04:30 PM
The Live Pitch Competition:
One Product Launch. Two Teams. Three Judges. 400 "Clients".
See More ›
‹ See Less[X] Close
Ever wondered how other agencies pitch? This is a rare opportunity to watch others at work as they craft a full pitch presentation and then deliver it live on stage.
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.
A special thank you to Mintel for providing the research and consumer insights for the two pitch teams.
[X] Close
This panel will take a look at the impact of Social Media on the agency business model. We all know by now it's a critical core competency to be offering. However, how should agencies best operationalize, sell and price this newer discipline? And let's not forget the challenge of developing the sustainable flow of content necessary to fuel all things social. While many agencies are providing this new marketing channel, far fewer are generating meaningful revenue from it. This group of senior executives will break a few myths and discuss best practices in the quest for growth through Social Media.
- Edelman Digital Cassel Kroll VP, Media Strategy
- Wieden + Kennedy Jeremy Daly Director of Digital Strategy
- Digitas Jordan Bitterman Senior VP, Social Lead
The Live Pitch Competition: | Social Media Panel:
|
05:45 PM
Goodby Silverstein Gareth Kay Associate Partner, Chief Strategy Officer
KEYNOTE
Let There Be No Doubt, This is a Time for True Radicals
06:30 PM
The Centro Cocktail Reception
Join us as we wrap up from the day's sessions and connect over cocktails.
The Centro Cocktail Reception
Join us as we wrap up from the day's sessions and connect over cocktails.
Wednesday
08:30 AM
[X] Close
The agency world is mired in professional prejudices, causing teams to misread the opportunities created by shifts in new media. Join Nick Law, R/GA's Global Chief Creative Officer as he shares how agencies and brands can partner to create products, services and communications that build an idea bigger than any "Big Idea."
R/GA Nick Law Global Chief Creative Officer
KEYNOTE
Innovation is not a “Big Idea”
10:00 AM
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In collaboration with Mirren Training, Michael Goldberg will walk through a set of strategies and tools that you can immediately begin using for your next client negotiation. Agencies are leaving thousands of dollars on the table by going up against highly trained, highly skilled clients and procurement executives. This session will focus in on a small number of critical skills that can have the biggest impact on securing higher fees for your agency.
Deutsch Michael Goldberg EVP & Chief Marketing Officer
Agency Case Study with Mullen: Turning a Regional Agency Into a National Powerhouse
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Kristen will walk you through the design and growth of Mullen. Over the past three years, the agency has experienced 82% growth, 40 new clients and 200 new hires.
Mullen was named one of Fast Company's Most Innovative Companies in Advertising & Marketing and an AdAge "Top 10 Stand-Out" and "A-List" agency. Their work has successfully crossed into Performance Analytics, Content Development, Social Media Marketing, Mobile, UX Design, Direct Marketing/CRM… and a wildly successful specialized practice, Frank About Women.
And this, from an agency that isn't headquartered in New York, Chicago or L.A.
Mullen was named one of Fast Company's Most Innovative Companies in Advertising & Marketing and an AdAge "Top 10 Stand-Out" and "A-List" agency. Their work has successfully crossed into Performance Analytics, Content Development, Social Media Marketing, Mobile, UX Design, Direct Marketing/CRM… and a wildly successful specialized practice, Frank About Women.
And this, from an agency that isn't headquartered in New York, Chicago or L.A.
Mullen Kristen Cavallo Chief Strategy Officer
[X] Close
Limited to the first 50 people in the room… we're throwing out the old panel format and completely mixing it up this year: we're bringing the Search Consultants down off the stage and into the audience; we're going deep into only one topic; and there will be an opportunity for audience members to take a seat and join the discussion.
This first panel will look at Agency Compensation Models. They will take a look at the different models they see, the "real" compensation trends, performance-based compensation and the simplest models that seem to be working - for both large and small agencies.
Moderator:
Rupal from Adage
This first panel will look at Agency Compensation Models. They will take a look at the different models they see, the "real" compensation trends, performance-based compensation and the simplest models that seem to be working - for both large and small agencies.
Moderator:
Rupal from Adage
- Roth Associates Casey Burnett Managing Partner
- Joanne Davis Consulting Joanne Davis President
- R3:JLB Brian Goodall General Manager
Negotiation Strategy:
| Agency Case Study with Mullen: Turning a Regional Agency Into a National Powerhouse | The Search Consultant Huddle: Agency Compensation Models |
11:15 AM
[X] Close
The new agency compensation model starts by understanding:
1) the client's specific business growth goals;
2) how much they want to grow their revenue and
3) working backwards towards the quantifiable marketing metrics they need to hit.
Pete Caputa has provided compensation counsel to many agency CEOs in his role as an inbound marketing strategist with Hubspot. In this session, he will look at how to match your service offering to a compensation model that takes the focus off of "time spent on the client" -- and all the related scope creep issues. It will instead focus squarely on premium compensation for an ROI that is meaningful for the client and achievable for the agency.
1) the client's specific business growth goals;
2) how much they want to grow their revenue and
3) working backwards towards the quantifiable marketing metrics they need to hit.
Pete Caputa has provided compensation counsel to many agency CEOs in his role as an inbound marketing strategist with Hubspot. In this session, he will look at how to match your service offering to a compensation model that takes the focus off of "time spent on the client" -- and all the related scope creep issues. It will instead focus squarely on premium compensation for an ROI that is meaningful for the client and achievable for the agency.
Hubspot Danielle Herzberg Manager - Partner Marketing
[X] Close
With sweeping changes initiated by a new client-side marketing chief, Barkley lost its largest client… representing 40% of their revenue. Rather than participating in a long and expensive review to save the business, they immediately launched an aggressive business development program.
The result: despite being a smaller market agency, in less than 20 months Barkley replaced more than 100% of the revenue, winning 12 new major brand assignments. Jeff Fromm will walk through the architecture of the innovative program he spearheaded, and address why it worked.
The result: despite being a smaller market agency, in less than 20 months Barkley replaced more than 100% of the revenue, winning 12 new major brand assignments. Jeff Fromm will walk through the architecture of the innovative program he spearheaded, and address why it worked.
The Search Consultant Huddle: What's Next for the Mid-Size & Smaller Agency Model
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Limited to the first 50 people in the room… we're throwing out the old panel format and completely mixing it up this year: we're bringing the Search Consultants down off the stage and into the audience; we're going deep into only one topic; and there will be an opportunity for audience members to take a seat and join the discussion.
This second panel will look at what the business opportunities will be for mid-size and smaller agencies over the next 3 - 5 years. How will they best compete against the largest agencies that continue to come down into smaller ponds looking for food? What do clients most want from regional or smaller national agencies? What are the key services offering opportunities? From this key group of executives - who spend their time working side by side with clients - take away practical thinking on how to best innovate over the next few years.
This second panel will look at what the business opportunities will be for mid-size and smaller agencies over the next 3 - 5 years. How will they best compete against the largest agencies that continue to come down into smaller ponds looking for food? What do clients most want from regional or smaller national agencies? What are the key services offering opportunities? From this key group of executives - who spend their time working side by side with clients - take away practical thinking on how to best innovate over the next few years.
- AAR Partners Lisa Colantuono Partner
- External View Russel Wohlwerth Principal
- Madam Michael Lee Founder
The New Performance-Based Compensation Model for Mid-Size Agencies | Agency Case Study with Barkley: Replacing Revenue Fast | The Search Consultant Huddle: What's Next for the Mid-Size & Smaller Agency Model |
12:15 PM
Networking Lunch
Take a break and load up on food to get through the last round of sessions. And trade a few more business cards while you're at it.
[X] Close
Note: This session will be limited to only 1 representative from 50 agencies. Sign up will begin Tuesday, May 14th at the event.
Up to 50 agency execs can network with complimentary agencies to partner on pitches and send new business back and forth - all while practicing their elevator pitch. Meet agencies that need support in other regions of the country (and world), need access to other types of service offerings and need help with workload overflow. This session has played a direct role in generating a significant amount of new business over the past few years.
Sign up when you arrive, as seating will again be limited. Once the session is full, a waiting list will be available.
Up to 50 agency execs can network with complimentary agencies to partner on pitches and send new business back and forth - all while practicing their elevator pitch. Meet agencies that need support in other regions of the country (and world), need access to other types of service offerings and need help with workload overflow. This session has played a direct role in generating a significant amount of new business over the past few years.
Sign up when you arrive, as seating will again be limited. Once the session is full, a waiting list will be available.
Networking Lunch | The Mirren Mashup: Form Strategic Alliances & Create New Business Opps
|
01:15 PM
[X] Close
Their goal is to become the most influential agency in the world. It's ambitious, as is everything about Droga5.
Last year, they had 9 new business wins, including Coke Zero, American Express Travel, Heineken's Newcastle Brown Ale, The Bill and Melinda Gates Foundation, and several Kraft brands -- boosting their revenue 45% to $59 million. Sarah will talk about the difficult choices they've made and the infrastructure they've put in place to create a new business machine.
Last year, they had 9 new business wins, including Coke Zero, American Express Travel, Heineken's Newcastle Brown Ale, The Bill and Melinda Gates Foundation, and several Kraft brands -- boosting their revenue 45% to $59 million. Sarah will talk about the difficult choices they've made and the infrastructure they've put in place to create a new business machine.
[X] Close
New for 2013, we have secured an exclusive group of client procurement executives. Expect a frank take on the mistakes they see agencies making, as they provide key lessons to help better engage this challenging - and rarely understood - gatekeeper.
KEYNOTE Creating World-Changing Work, While Building a New Business Machine | Client Procurement Panel:
|
02:30 PM
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Whether you're a large multi-national or an aggressive regional shop, you'll appreciate this working session.
Based on practical lessons from the last 8 years as a founding partner at Anomaly, Jason DeLand will discuss the next chapter in agency compensation. Anomaly continues to drive growth with one of the most innovative business models, set of service offerings and approach to compensation. In this session, he will step back and take a look at key principles that agencies can use to push beyond the dated scope-of-work-retainer-based model. He'll also look at how to better define such overused concepts as "value"… even how to value an "idea." Expect to be challenged in this session as you also participate in some interactive exercises.
Based on practical lessons from the last 8 years as a founding partner at Anomaly, Jason DeLand will discuss the next chapter in agency compensation. Anomaly continues to drive growth with one of the most innovative business models, set of service offerings and approach to compensation. In this session, he will step back and take a look at key principles that agencies can use to push beyond the dated scope-of-work-retainer-based model. He'll also look at how to better define such overused concepts as "value"… even how to value an "idea." Expect to be challenged in this session as you also participate in some interactive exercises.
Anomaly Jason Deland Partner & Chief Growth Officer
[X] Close
This panel discussion will take a look at the challenges of chief executive officers when it comes to ultimately being accountable for the agency's new business performance. The group will take a look at resource allocation; staffing; selecting the best new business team members; why CEOs need to play a more decisive role; and more.
- The Martin Agency Matt Williams Chief Executive Officer
- Razorfish Bob Lord Global CEO
- TBWA\Chiat\Day Robert Harwood-Matthews President
- Arnold Pam Hamlin President
Hacking Agency Compensation & The Quest for More Money | The Agency CEO Panel: The New Business Challenges of the Chief Executive |
03:45 PM
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Each year, Harvard Business Review moderates a frank client discussion on the agency business – and agency new business. This year, we'll dive into what this group believes to be the biggest business opportunities for agencies; where they believe agencies can generate the most new revenue.
They'll also provide insight into other key questions… Are we finally coming out of the recession now? Will spending increase? Where will it increase? How are they balancing short-term revenue goals with long-term brand objectives? Will procurement ever get a grip on reality?
They'll also provide insight into other key questions… Are we finally coming out of the recession now? Will spending increase? Where will it increase? How are they balancing short-term revenue goals with long-term brand objectives? Will procurement ever get a grip on reality?
- Virgin Mobile USA Ron Faris Brand Marketing Director
- AXE Josh Dean Senior Brand Director
- John Hancock Jim Bacharach VP, Brand & Comm's
[X] Close
This panel will take a look at several firms working hard to build brand new models. Joining us are Campfire, a shop focused on social storytelling, digital content and physical experiences. We'll get an update on the progress of Victors & Spoils, the crowd-sourcing agency who also has an aggressive focus on going after prospects (without being invited in). And finally, we'll have a look at B-Reel, an innovative firm that creates powerful brand experiences through products, technology, entertainment and feature films.
- Victors & Spoils John Winsor Chief Executive Officer
- Campfire Jeremiah Rosen President
- B-Reel Clemens Brandt Managing Director
Client Marketing Chief Panel: The Business Opportunity for Agencies | Agency Case Study Panel: A Look at Innovative Growth Models |
05:45 PM
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Whether or not you plan to sell your agency will not be the point of this keynote. Building a high-value company, driven by a sales machine, will be the point.
There are specific sets of characteristics that investors look for when paying a premium for an agency. Looking through this lens, that of an investor, Brent Hodgins will address how these characteristics inform how to build a powerful new business engine.
There are specific sets of characteristics that investors look for when paying a premium for an agency. Looking through this lens, that of an investor, Brent Hodgins will address how these characteristics inform how to build a powerful new business engine.
Mirren Brent Hodgins Managing Partner
KEYNOTE
Build Your Agency Like You're Going to Sell it
07:00 PM
FRIDAY
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Where all good new business strategies are really conceived. To continue networking and discussing the day’s sessions, we're all heading over to a classic New York City pub.
The Fraunces Tavern, 54 Pearl Street (maps will be provided).
The Fraunces Tavern, 54 Pearl Street (maps will be provided).
Pub Night
08:30 AM
TUESDAY
KEYNOTE
You Sleep When You Die…and Other Unpopular Thoughts from the CEO Who Created Explosive Growth During the Recession
Zimmerman Advertising Jordan Zimmerman Founder & Chairman
KEYNOTE
You Sleep When You Die…and Other Unpopular Thoughts from the CEO Who Created Explosive Growth During the Recession
10:00 AM
TUESDAY - Break-out Sessions
[X] Close
Bring your agency positioning materials and be ready to be put to work. Handouts will be provided as you walk through a step-by-step process to audit your agency's current positioning and craft an updated version that meets three key criteria:
1) compelling to clients, while communicating the business value you create;
2) differentiating from your competitive set, while eliminating all the agency clichés; and
3) authentic to the DNA of your agency.
1) compelling to clients, while communicating the business value you create;
2) differentiating from your competitive set, while eliminating all the agency clichés; and
3) authentic to the DNA of your agency.
You will also do a targeting exercise to help identify those prospects you can most quickly - and most easily - convert into new revenue.
Wiesner Consulting Group Bob Wiesner Managing Director
[X] Close
Tim will focus on lessons that can be applied to help your agency operationalize in a way that helps to move more quickly, efficiently and profitably - particularly as the nature of client work becomes increasingly varied and project oriented.
He will address this using real cases about the many challenges Made by Many has overcome in trying to do everything differently: inventing new digital products and services, bringing them to market, scaling them... and sometimes running into operational challenges with every aspect of the traditional client/agency model. Made by Many's mission is to create new types of products and services that make life better and scale to millions and millions of users.
He will address this using real cases about the many challenges Made by Many has overcome in trying to do everything differently: inventing new digital products and services, bringing them to market, scaling them... and sometimes running into operational challenges with every aspect of the traditional client/agency model. Made by Many's mission is to create new types of products and services that make life better and scale to millions and millions of users.
Made by Many London Tim Malbon Founding Partner
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This panel of top new business directors will discuss the key tools they use to help be more effective in their role: from software, to research and outsourced services.
The discussion will then continue with a look at the more controversial internal challenges of the role... what it takes to get the resources required to be effective; managing the expectations of the CEO (and everyone in the agency); and the art of "herding the cats."
The discussion will then continue with a look at the more controversial internal challenges of the role... what it takes to get the resources required to be effective; managing the expectations of the CEO (and everyone in the agency); and the art of "herding the cats."
- BBDO Simon Bond Chief Marketing Officer
- McGarry Bowen Brandon Cooke Managing Director, Business Development
- CP+B Jessica Lewis Director of Business Development
- Huge Chris Hayes Chief Marketing Officer
Session 1:
| The New Lean Agency Model | New Business Director Panel Discussion: Tools to Improve Performance |
11:15 AM
TUESDAY - Break-out Sessions
[X] Close
This session will build upon Session One, which you must have participated in to join Session Two. Bring your agency capabilities, take the handout and be ready to be put to work again.
If you’re not going in planning a "grand slam hit it out of the park" capabilities session, you’re not taking the right approach. In fact, forget the client's agenda (unless you want to become fully commoditized by their process). And forget talking about the agency (unless you want to bore the client to death).
Based on the latest strategies from Mirren’s in-person training, this session will focus on the steps you must take to:
1) open with a bang, then hold them all the way through;
2) position your agency as truly unique, truly focused on driving the client's business (vs. brand);
3) get the client to open up about their core marketing and business challenges; and
4) close in a way that ensures the client will not soon forget you.
If you’re not going in planning a "grand slam hit it out of the park" capabilities session, you’re not taking the right approach. In fact, forget the client's agenda (unless you want to become fully commoditized by their process). And forget talking about the agency (unless you want to bore the client to death).
Based on the latest strategies from Mirren’s in-person training, this session will focus on the steps you must take to:
1) open with a bang, then hold them all the way through;
2) position your agency as truly unique, truly focused on driving the client's business (vs. brand);
3) get the client to open up about their core marketing and business challenges; and
4) close in a way that ensures the client will not soon forget you.
Mirren Brent Hodgins Managing Partner
Agency Case Study with EPAM Empathy Lab: Building a New Business-Centric Agency
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Take a close look at an agency that has built a high performing new business machine. Empathy Lab is a digital agency focused on eCommerce and Digital Media, with clients that include Nintendo, Comcast, DirecTV, Lions Gate, Sony, TJX and The American Red Cross.
Since being founded just 7 years ago, they have acquired an A-level client list with a systematic approach to sales: from focused targeting and strategic alliances, to specialization and a hybrid internal / external sales model. This is a sales-driven agency that, due to a consistently full pipeline and conversion rate in the 70% range, was in fact just acquired.
Since being founded just 7 years ago, they have acquired an A-level client list with a systematic approach to sales: from focused targeting and strategic alliances, to specialization and a hybrid internal / external sales model. This is a sales-driven agency that, due to a consistently full pipeline and conversion rate in the 70% range, was in fact just acquired.
- EPAM Empathy Lab Kevin Labick CEO & Co-Founder
- EPAM Empathy Lab Michelle Pack Director of Marketing
- EPAM Empathy Lab David Larkins VP, Client Development
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Here, you'll be able to take a look at a number of new and innovative tools that can help you be more effective as you manage pitches and initiate proactive prospecting programs. There will be a number of brief product demos, allowing you to see a range of contact management, sales software, email marketing and prospect research tools.
The Tools Covered Will Include: Salesforce.com, SugarCRM, Prezi Presentation Software, HootSuitePro, Socialoomph, TweetAdder and prospect email marketing.
Mark Sneider and Lee McKnight from RSW/US will also present the findings from a recent research study into the most popular tools of those involved in leading new business.
The Tools Covered Will Include: Salesforce.com, SugarCRM, Prezi Presentation Software, HootSuitePro, Socialoomph, TweetAdder and prospect email marketing.
Mark Sneider and Lee McKnight from RSW/US will also present the findings from a recent research study into the most popular tools of those involved in leading new business.
- Fathom Creative / Prezi Matt Stevenson Creative Design Lead
- KSL Media Inc. Michael Oddi Chief Marketing Officer
- Catapult New Business Dave Currie CEO
- Fuel Lines Michael Gass CEO
- RSW/US Lee McKnight Jr. Director of Business Development
- RSW/US Mark Sneider President
Session 2:
| Agency Case Study with EPAM Empathy Lab: Building a New Business-Centric Agency | New Business Tools, Services & Software You Need in Your Toolbox
Fathom Creative / Prezi |
12:15 PM
TUESDAY
Networking Lunch
Take a break, grab some bio fuel and get ready for the afternoon sessions… while meeting many of your agency peers.
Networking Lunch
Take a break, grab some bio fuel and get ready for the afternoon sessions… while meeting many of your agency peers.
01:15 PM
TUESDAY - Break-out Sessions
[X] Close
This session will build upon the first two sessions, which you must have participated in to join Session Three. Handouts will be provided.
New categories: one of the best sources of new revenue. And those agencies experiencing the highest growth systematically attack and convert one qualified prospect after another. These agencies are stealing business with small teams (think SWAT teams) that focus and aggressively attack with an innovative approach.
This session will systematically break down the steps in building and converting a pipeline of qualified leads, as you push out from your existing base of clients.
New categories: one of the best sources of new revenue. And those agencies experiencing the highest growth systematically attack and convert one qualified prospect after another. These agencies are stealing business with small teams (think SWAT teams) that focus and aggressively attack with an innovative approach.
This session will systematically break down the steps in building and converting a pipeline of qualified leads, as you push out from your existing base of clients.
Mirren Brent Hodgins Managing Partner
[X] Close
This double-length session is a thought-provoking exploration of how agencies are reinventing themselves by developing new services and reconfiguring their business models.
Tim Williams has created a special update to his on-going work with agency CEOs on their agency models. Here, he will outline several key principles by which you can audit and evaluate the "future potential" of your own model. The goal: identify new growth opportunities (and the required core competencies). Concepts will include a look at:
• Redefining “creativity” and its impact on the agency business model
• The implications of competencies focused on “pull” instead of “push”
• Why adaptive marketing requires agencies to adopt the agile framework
• Optimizing the two basic types of agency work: Magic and Logic
• The organizational requirement for both generalists and specialists
• The new role of teams in place of departments
• Moving toward compensation agreements as a financial portfolio
Using examples from agencies around the world, this session explores how you can adopt new ways of thinking, working, and organization that will help to move further up the value chain and create new, recurring sources of revenue.
Tim Williams has created a special update to his on-going work with agency CEOs on their agency models. Here, he will outline several key principles by which you can audit and evaluate the "future potential" of your own model. The goal: identify new growth opportunities (and the required core competencies). Concepts will include a look at:
• Redefining “creativity” and its impact on the agency business model
• The implications of competencies focused on “pull” instead of “push”
• Why adaptive marketing requires agencies to adopt the agile framework
• Optimizing the two basic types of agency work: Magic and Logic
• The organizational requirement for both generalists and specialists
• The new role of teams in place of departments
• Moving toward compensation agreements as a financial portfolio
Using examples from agencies around the world, this session explores how you can adopt new ways of thinking, working, and organization that will help to move further up the value chain and create new, recurring sources of revenue.
Ignition Tim Williams Founder
[X] Close
Research is one of the most important new business tools. However, there never seems to be enough time to do it well. Kathryn Korostoff, President of Research Rockstar, will take a look at how to get to big insights when you're under the incredible time crunch of a new business pitch.
Research Rockstar Kathyrn Korostoff President
Session 3:
| Auditing Your Agency Model: Identifying Business Opportunities | Big Research on a Not-So-Big-Timeline |
02:30 PM
TUESDAY - Break-out Sessions
[X] Close
This session will build upon the first three sessions, which you must have participated in to join Session Four.
This breakout combines instruction from the front of the room and working exercises in smaller groups. You will have the opportunity to interact with other agencies as you work through the challenges of proactive prospecting and the steps in setting up a new pipeline building program at your agency.
This breakout combines instruction from the front of the room and working exercises in smaller groups. You will have the opportunity to interact with other agencies as you work through the challenges of proactive prospecting and the steps in setting up a new pipeline building program at your agency.
- Catapult New Business Dave Currie CEO
- Catapult New Business Maria Rehmert President
- NetX David Herscott Managing Partner
[X] Close
Based on the latest consumer insight and research findings from Mintel, this session will explore global consumer trends and explain how they should impact your client’s strategic development and new business planning in the US. The presentation will examine how increasingly emerging market consumers from nations such as China and India are driving consumer sectors globally both through their own domestic consumption and growing tourism.
The presence of “arbitraged” consumption, e-commerce and chain retailing in emerging markets are now propelling brand strategies in Western markets. Increasingly what is sold in the American shopping mall returns to Asia, while the new emerging market middle class and wealthy global shopper is increasingly determining everything from price to color to availability.
The presence of “arbitraged” consumption, e-commerce and chain retailing in emerging markets are now propelling brand strategies in Western markets. Increasingly what is sold in the American shopping mall returns to Asia, while the new emerging market middle class and wealthy global shopper is increasingly determining everything from price to color to availability.
Mintel Group Paul French Chief China Market Strategist
Session 4:
| Auditing Your Agency Model PART 2 | Global Consumer Trends: How Themes Across the World are Influencing USA |
03:30 PM
TUESDAY - Break-out Sessions
Networking Coffee Break
Meet Our Conference Partners Learn More About How They Can Help You Win More Business
[X] Close
Will Travis will walk you through a case study on the building of a new agency model.
According to Forbes, "Sid Lee is one of the top 5 performing agencies in the world."
They have 650 people managing clients in more than 20 countries from their offices in Montréal, New York, Amsterdam, Paris and Toronto. Cirque Du Soleil is not only a strategic alliance for their Entertainment Division, they are the sole equity investor in the agency.
They are the creators of C2-MTL, a mind-bending immersive conference in Montréal focused on commerce and creativity. It takes place in "Innovation Village," a venue custom built to enhance the experience. This year, several thousand attendees will take in speakers that include Richard Branson, Philippe Starck, Chris Bangle and Elle Macpherson.
Sid Lee Architecture employs more than 50 architects engaged in residential, retail and corporate projects that earned twelve design awards in 2012 alone. Sid Lee Boot Camp partners with global business leaders in addressing global philanthropic causes, such as AIDs and Carbon Footprint reduction.
And to top it all off, they invest $200,000 each year in Sid Lee Collective, a creative incubator program to bring employee innovations to life.
According to Forbes, "Sid Lee is one of the top 5 performing agencies in the world."
They have 650 people managing clients in more than 20 countries from their offices in Montréal, New York, Amsterdam, Paris and Toronto. Cirque Du Soleil is not only a strategic alliance for their Entertainment Division, they are the sole equity investor in the agency.
They are the creators of C2-MTL, a mind-bending immersive conference in Montréal focused on commerce and creativity. It takes place in "Innovation Village," a venue custom built to enhance the experience. This year, several thousand attendees will take in speakers that include Richard Branson, Philippe Starck, Chris Bangle and Elle Macpherson.
Sid Lee Architecture employs more than 50 architects engaged in residential, retail and corporate projects that earned twelve design awards in 2012 alone. Sid Lee Boot Camp partners with global business leaders in addressing global philanthropic causes, such as AIDs and Carbon Footprint reduction.
And to top it all off, they invest $200,000 each year in Sid Lee Collective, a creative incubator program to bring employee innovations to life.
Sid Lee Will Travis President USA
Networking Coffee Break | Agency Case Study with Sid Lee: The Agency Powerhouse You've Never Heard Of |
04:30 PM
TUESDAY - Break-out Sessions
The Live Pitch Competition:
One Product Launch. Two Teams. Three Judges. 400 "Clients".
See More ›
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Ever wondered how other agencies pitch? This is a rare opportunity to watch others at work as they craft a full pitch presentation and then deliver it live on stage.
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.
A special thank you to Mintel for providing the research and consumer insights for the two pitch teams.
[X] Close
This panel will take a look at the impact of Social Media on the agency business model. We all know by now it's a critical core competency to be offering. However, how should agencies best operationalize, sell and price this newer discipline? And let's not forget the challenge of developing the sustainable flow of content necessary to fuel all things social. While many agencies are providing this new marketing channel, far fewer are generating meaningful revenue from it. This group of senior executives will break a few myths and discuss best practices in the quest for growth through Social Media.
- Edelman Digital Cassel Kroll VP, Media Strategy
- Wieden + Kennedy Jeremy Daly Director of Digital Strategy
- Digitas Jordan Bitterman Senior VP, Social Lead
The Live Pitch Competition: | Social Media Panel:
|
05:45 PM
TUESDAY
Goodby Silverstein Gareth Kay Associate Partner, Chief Strategy Officer
KEYNOTE
Let There Be No Doubt, This is a Time for True Radicals
06:30 PM
TUESDAY
The Centro Cocktail Reception
Join us as we wrap up from the day's sessions and connect over cocktails.
The Centro Cocktail Reception
Join us as we wrap up from the day's sessions and connect over cocktails.
08:30 AM
WEDNESDAY
[X] Close
The agency world is mired in professional prejudices, causing teams to misread the opportunities created by shifts in new media. Join Nick Law, R/GA's Global Chief Creative Officer as he shares how agencies and brands can partner to create products, services and communications that build an idea bigger than any "Big Idea."
R/GA Nick Law Global Chief Creative Officer
KEYNOTE
Innovation is not a “Big Idea”
10:00 AM
WEDNESDAY - Break-out Sessions
[X] Close
In collaboration with Mirren Training, Michael Goldberg will walk through a set of strategies and tools that you can immediately begin using for your next client negotiation. Agencies are leaving thousands of dollars on the table by going up against highly trained, highly skilled clients and procurement executives. This session will focus in on a small number of critical skills that can have the biggest impact on securing higher fees for your agency.
Deutsch Michael Goldberg EVP & Chief Marketing Officer
Agency Case Study with Mullen: Turning a Regional Agency Into a National Powerhouse
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Kristen will walk you through the design and growth of Mullen. Over the past three years, the agency has experienced 82% growth, 40 new clients and 200 new hires.
Mullen was named one of Fast Company's Most Innovative Companies in Advertising & Marketing and an AdAge "Top 10 Stand-Out" and "A-List" agency. Their work has successfully crossed into Performance Analytics, Content Development, Social Media Marketing, Mobile, UX Design, Direct Marketing/CRM… and a wildly successful specialized practice, Frank About Women.
And this, from an agency that isn't headquartered in New York, Chicago or L.A.
Mullen was named one of Fast Company's Most Innovative Companies in Advertising & Marketing and an AdAge "Top 10 Stand-Out" and "A-List" agency. Their work has successfully crossed into Performance Analytics, Content Development, Social Media Marketing, Mobile, UX Design, Direct Marketing/CRM… and a wildly successful specialized practice, Frank About Women.
And this, from an agency that isn't headquartered in New York, Chicago or L.A.
Mullen Kristen Cavallo Chief Strategy Officer
[X] Close
Limited to the first 50 people in the room… we're throwing out the old panel format and completely mixing it up this year: we're bringing the Search Consultants down off the stage and into the audience; we're going deep into only one topic; and there will be an opportunity for audience members to take a seat and join the discussion.
This first panel will look at Agency Compensation Models. They will take a look at the different models they see, the "real" compensation trends, performance-based compensation and the simplest models that seem to be working - for both large and small agencies.
Moderator:
Rupal from Adage
This first panel will look at Agency Compensation Models. They will take a look at the different models they see, the "real" compensation trends, performance-based compensation and the simplest models that seem to be working - for both large and small agencies.
Moderator:
Rupal from Adage
- Roth Associates Casey Burnett Managing Partner
- Joanne Davis Consulting Joanne Davis President
- R3:JLB Brian Goodall General Manager
Negotiation Strategy:
| Agency Case Study with Mullen: Turning a Regional Agency Into a National Powerhouse | The Search Consultant Huddle: Agency Compensation Models |
11:15 AM
WEDNESDAY - Break-out Sessions
[X] Close
The new agency compensation model starts by understanding:
1) the client's specific business growth goals;
2) how much they want to grow their revenue and
3) working backwards towards the quantifiable marketing metrics they need to hit.
Pete Caputa has provided compensation counsel to many agency CEOs in his role as an inbound marketing strategist with Hubspot. In this session, he will look at how to match your service offering to a compensation model that takes the focus off of "time spent on the client" -- and all the related scope creep issues. It will instead focus squarely on premium compensation for an ROI that is meaningful for the client and achievable for the agency.
1) the client's specific business growth goals;
2) how much they want to grow their revenue and
3) working backwards towards the quantifiable marketing metrics they need to hit.
Pete Caputa has provided compensation counsel to many agency CEOs in his role as an inbound marketing strategist with Hubspot. In this session, he will look at how to match your service offering to a compensation model that takes the focus off of "time spent on the client" -- and all the related scope creep issues. It will instead focus squarely on premium compensation for an ROI that is meaningful for the client and achievable for the agency.
Hubspot Danielle Herzberg Manager - Partner Marketing
[X] Close
With sweeping changes initiated by a new client-side marketing chief, Barkley lost its largest client… representing 40% of their revenue. Rather than participating in a long and expensive review to save the business, they immediately launched an aggressive business development program.
The result: despite being a smaller market agency, in less than 20 months Barkley replaced more than 100% of the revenue, winning 12 new major brand assignments. Jeff Fromm will walk through the architecture of the innovative program he spearheaded, and address why it worked.
The result: despite being a smaller market agency, in less than 20 months Barkley replaced more than 100% of the revenue, winning 12 new major brand assignments. Jeff Fromm will walk through the architecture of the innovative program he spearheaded, and address why it worked.
The Search Consultant Huddle: What's Next for the Mid-Size & Smaller Agency Model
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Limited to the first 50 people in the room… we're throwing out the old panel format and completely mixing it up this year: we're bringing the Search Consultants down off the stage and into the audience; we're going deep into only one topic; and there will be an opportunity for audience members to take a seat and join the discussion.
This second panel will look at what the business opportunities will be for mid-size and smaller agencies over the next 3 - 5 years. How will they best compete against the largest agencies that continue to come down into smaller ponds looking for food? What do clients most want from regional or smaller national agencies? What are the key services offering opportunities? From this key group of executives - who spend their time working side by side with clients - take away practical thinking on how to best innovate over the next few years.
This second panel will look at what the business opportunities will be for mid-size and smaller agencies over the next 3 - 5 years. How will they best compete against the largest agencies that continue to come down into smaller ponds looking for food? What do clients most want from regional or smaller national agencies? What are the key services offering opportunities? From this key group of executives - who spend their time working side by side with clients - take away practical thinking on how to best innovate over the next few years.
- AAR Partners Lisa Colantuono Partner
- External View Russel Wohlwerth Principal
- Madam Michael Lee Founder
The New Performance-Based Compensation Model for Mid-Size Agencies | Agency Case Study with Barkley: Replacing Revenue Fast | The Search Consultant Huddle: What's Next for the Mid-Size & Smaller Agency Model |
12:15 PM
WEDNESDAY - Break-out Sessions
Networking Lunch
Take a break and load up on food to get through the last round of sessions. And trade a few more business cards while you're at it.
[X] Close
Note: This session will be limited to only 1 representative from 50 agencies. Sign up will begin Tuesday, May 14th at the event.
Up to 50 agency execs can network with complimentary agencies to partner on pitches and send new business back and forth - all while practicing their elevator pitch. Meet agencies that need support in other regions of the country (and world), need access to other types of service offerings and need help with workload overflow. This session has played a direct role in generating a significant amount of new business over the past few years.
Sign up when you arrive, as seating will again be limited. Once the session is full, a waiting list will be available.
Up to 50 agency execs can network with complimentary agencies to partner on pitches and send new business back and forth - all while practicing their elevator pitch. Meet agencies that need support in other regions of the country (and world), need access to other types of service offerings and need help with workload overflow. This session has played a direct role in generating a significant amount of new business over the past few years.
Sign up when you arrive, as seating will again be limited. Once the session is full, a waiting list will be available.
Networking Lunch | The Mirren Mashup: Form Strategic Alliances & Create New Business Opps
|
01:15 PM
WEDNESDAY - Break-out Sessions
[X] Close
Their goal is to become the most influential agency in the world. It's ambitious, as is everything about Droga5.
Last year, they had 9 new business wins, including Coke Zero, American Express Travel, Heineken's Newcastle Brown Ale, The Bill and Melinda Gates Foundation, and several Kraft brands -- boosting their revenue 45% to $59 million. Sarah will talk about the difficult choices they've made and the infrastructure they've put in place to create a new business machine.
Last year, they had 9 new business wins, including Coke Zero, American Express Travel, Heineken's Newcastle Brown Ale, The Bill and Melinda Gates Foundation, and several Kraft brands -- boosting their revenue 45% to $59 million. Sarah will talk about the difficult choices they've made and the infrastructure they've put in place to create a new business machine.
[X] Close
New for 2013, we have secured an exclusive group of client procurement executives. Expect a frank take on the mistakes they see agencies making, as they provide key lessons to help better engage this challenging - and rarely understood - gatekeeper.
KEYNOTE Creating World-Changing Work, While Building a New Business Machine | Client Procurement Panel:
|
02:30 PM
WEDNESDAY - Break-out Sessions
[X] Close
Whether you're a large multi-national or an aggressive regional shop, you'll appreciate this working session.
Based on practical lessons from the last 8 years as a founding partner at Anomaly, Jason DeLand will discuss the next chapter in agency compensation. Anomaly continues to drive growth with one of the most innovative business models, set of service offerings and approach to compensation. In this session, he will step back and take a look at key principles that agencies can use to push beyond the dated scope-of-work-retainer-based model. He'll also look at how to better define such overused concepts as "value"… even how to value an "idea." Expect to be challenged in this session as you also participate in some interactive exercises.
Based on practical lessons from the last 8 years as a founding partner at Anomaly, Jason DeLand will discuss the next chapter in agency compensation. Anomaly continues to drive growth with one of the most innovative business models, set of service offerings and approach to compensation. In this session, he will step back and take a look at key principles that agencies can use to push beyond the dated scope-of-work-retainer-based model. He'll also look at how to better define such overused concepts as "value"… even how to value an "idea." Expect to be challenged in this session as you also participate in some interactive exercises.
Anomaly Jason Deland Partner & Chief Growth Officer
[X] Close
This panel discussion will take a look at the challenges of chief executive officers when it comes to ultimately being accountable for the agency's new business performance. The group will take a look at resource allocation; staffing; selecting the best new business team members; why CEOs need to play a more decisive role; and more.
- The Martin Agency Matt Williams Chief Executive Officer
- Razorfish Bob Lord Global CEO
- TBWA\Chiat\Day Robert Harwood-Matthews President
- Arnold Pam Hamlin President
Hacking Agency Compensation & The Quest for More Money | The Agency CEO Panel: The New Business Challenges of the Chief Executive |
03:45 PM
WEDNESDAY - Break-out Sessions
[X] Close
Each year, Harvard Business Review moderates a frank client discussion on the agency business – and agency new business. This year, we'll dive into what this group believes to be the biggest business opportunities for agencies; where they believe agencies can generate the most new revenue.
They'll also provide insight into other key questions… Are we finally coming out of the recession now? Will spending increase? Where will it increase? How are they balancing short-term revenue goals with long-term brand objectives? Will procurement ever get a grip on reality?
They'll also provide insight into other key questions… Are we finally coming out of the recession now? Will spending increase? Where will it increase? How are they balancing short-term revenue goals with long-term brand objectives? Will procurement ever get a grip on reality?
- Virgin Mobile USA Ron Faris Brand Marketing Director
- AXE Josh Dean Senior Brand Director
- John Hancock Jim Bacharach VP, Brand & Comm's
[X] Close
This panel will take a look at several firms working hard to build brand new models. Joining us are Campfire, a shop focused on social storytelling, digital content and physical experiences. We'll get an update on the progress of Victors & Spoils, the crowd-sourcing agency who also has an aggressive focus on going after prospects (without being invited in). And finally, we'll have a look at B-Reel, an innovative firm that creates powerful brand experiences through products, technology, entertainment and feature films.
- Victors & Spoils John Winsor Chief Executive Officer
- Campfire Jeremiah Rosen President
- B-Reel Clemens Brandt Managing Director
Client Marketing Chief Panel: The Business Opportunity for Agencies | Agency Case Study Panel: A Look at Innovative Growth Models |
05:45 PM
WEDNESDAY
[X] Close
Whether or not you plan to sell your agency will not be the point of this keynote. Building a high-value company, driven by a sales machine, will be the point.
There are specific sets of characteristics that investors look for when paying a premium for an agency. Looking through this lens, that of an investor, Brent Hodgins will address how these characteristics inform how to build a powerful new business engine.
There are specific sets of characteristics that investors look for when paying a premium for an agency. Looking through this lens, that of an investor, Brent Hodgins will address how these characteristics inform how to build a powerful new business engine.
Mirren Brent Hodgins Managing Partner
KEYNOTE
Build Your Agency Like You're Going to Sell it
08:30 AM
TUESDAY
KEYNOTE
You Sleep When You Die…and Other Unpopular Thoughts from the CEO Who Created Explosive Growth During the Recession
Zimmerman Advertising Jordan Zimmerman Founder & Chairman
KEYNOTE
You Sleep When You Die…and Other Unpopular Thoughts from the CEO Who Created Explosive Growth During the Recession
05:45 PM
TUESDAY
Goodby Silverstein Gareth Kay Associate Partner, Chief Strategy Officer
KEYNOTE
Let There Be No Doubt, This is a Time for True Radicals
06:30 PM
TUESDAY
The Centro Cocktail Reception
Join us as we wrap up from the day's sessions and connect over cocktails.
The Centro Cocktail Reception
Join us as we wrap up from the day's sessions and connect over cocktails.
08:30 AM
WEDNESDAY
[X] Close
The agency world is mired in professional prejudices, causing teams to misread the opportunities created by shifts in new media. Join Nick Law, R/GA's Global Chief Creative Officer as he shares how agencies and brands can partner to create products, services and communications that build an idea bigger than any "Big Idea."
R/GA Nick Law Global Chief Creative Officer
KEYNOTE
Innovation is not a “Big Idea”
05:45 PM
WEDNESDAY
[X] Close
Whether or not you plan to sell your agency will not be the point of this keynote. Building a high-value company, driven by a sales machine, will be the point.
There are specific sets of characteristics that investors look for when paying a premium for an agency. Looking through this lens, that of an investor, Brent Hodgins will address how these characteristics inform how to build a powerful new business engine.
There are specific sets of characteristics that investors look for when paying a premium for an agency. Looking through this lens, that of an investor, Brent Hodgins will address how these characteristics inform how to build a powerful new business engine.
Mirren Brent Hodgins Managing Partner
KEYNOTE
Build Your Agency Like You're Going to Sell it
10:00 AM
TUESDAY
[X] Close
Tim will focus on lessons that can be applied to help your agency operationalize in a way that helps to move more quickly, efficiently and profitably - particularly as the nature of client work becomes increasingly varied and project oriented.
He will address this using real cases about the many challenges Made by Many has overcome in trying to do everything differently: inventing new digital products and services, bringing them to market, scaling them... and sometimes running into operational challenges with every aspect of the traditional client/agency model. Made by Many's mission is to create new types of products and services that make life better and scale to millions and millions of users.
He will address this using real cases about the many challenges Made by Many has overcome in trying to do everything differently: inventing new digital products and services, bringing them to market, scaling them... and sometimes running into operational challenges with every aspect of the traditional client/agency model. Made by Many's mission is to create new types of products and services that make life better and scale to millions and millions of users.
Made by Many London Tim Malbon Founding Partner
The New Lean Agency Model
11:15 AM
TUESDAY
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Here, you'll be able to take a look at a number of new and innovative tools that can help you be more effective as you manage pitches and initiate proactive prospecting programs. There will be a number of brief product demos, allowing you to see a range of contact management, sales software, email marketing and prospect research tools.
The Tools Covered Will Include: Salesforce.com, SugarCRM, Prezi Presentation Software, HootSuitePro, Socialoomph, TweetAdder and prospect email marketing.
Mark Sneider and Lee McKnight from RSW/US will also present the findings from a recent research study into the most popular tools of those involved in leading new business.
The Tools Covered Will Include: Salesforce.com, SugarCRM, Prezi Presentation Software, HootSuitePro, Socialoomph, TweetAdder and prospect email marketing.
Mark Sneider and Lee McKnight from RSW/US will also present the findings from a recent research study into the most popular tools of those involved in leading new business.
- Fathom Creative / Prezi Matt Stevenson Creative Design Lead
- KSL Media Inc. Michael Oddi Chief Marketing Officer
- Catapult New Business Dave Currie CEO
- Fuel Lines Michael Gass CEO
- RSW/US Lee McKnight Jr. Director of Business Development
- RSW/US Mark Sneider President
New Business Tools, Services & Software You Need in Your Toolbox
Fathom Creative / Prezi
KSL Media Inc.
Catapult New Business
Fuel Lines
RSW/US
RSW/US
08:30 AM
WEDNESDAY
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The agency world is mired in professional prejudices, causing teams to misread the opportunities created by shifts in new media. Join Nick Law, R/GA's Global Chief Creative Officer as he shares how agencies and brands can partner to create products, services and communications that build an idea bigger than any "Big Idea."
R/GA Nick Law Global Chief Creative Officer
KEYNOTE
Innovation is not a “Big Idea”
10:00 AM
TUESDAY
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This panel of top new business directors will discuss the key tools they use to help be more effective in their role: from software, to research and outsourced services.
The discussion will then continue with a look at the more controversial internal challenges of the role... what it takes to get the resources required to be effective; managing the expectations of the CEO (and everyone in the agency); and the art of "herding the cats."
The discussion will then continue with a look at the more controversial internal challenges of the role... what it takes to get the resources required to be effective; managing the expectations of the CEO (and everyone in the agency); and the art of "herding the cats."
- BBDO Simon Bond Chief Marketing Officer
- McGarry Bowen Brandon Cooke Managing Director, Business Development
- CP+B Jessica Lewis Director of Business Development
- Huge Chris Hayes Chief Marketing Officer
New Business Director Panel Discussion: Tools to Improve Performance
11:15 AM
TUESDAY
Agency Case Study with EPAM Empathy Lab: Building a New Business-Centric Agency
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Take a close look at an agency that has built a high performing new business machine. Empathy Lab is a digital agency focused on eCommerce and Digital Media, with clients that include Nintendo, Comcast, DirecTV, Lions Gate, Sony, TJX and The American Red Cross.
Since being founded just 7 years ago, they have acquired an A-level client list with a systematic approach to sales: from focused targeting and strategic alliances, to specialization and a hybrid internal / external sales model. This is a sales-driven agency that, due to a consistently full pipeline and conversion rate in the 70% range, was in fact just acquired.
Since being founded just 7 years ago, they have acquired an A-level client list with a systematic approach to sales: from focused targeting and strategic alliances, to specialization and a hybrid internal / external sales model. This is a sales-driven agency that, due to a consistently full pipeline and conversion rate in the 70% range, was in fact just acquired.
- EPAM Empathy Lab Kevin Labick CEO & Co-Founder
- EPAM Empathy Lab Michelle Pack Director of Marketing
- EPAM Empathy Lab David Larkins VP, Client Development
Agency Case Study with EPAM Empathy Lab: Building a New Business-Centric Agency
03:30 PM
TUESDAY
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Will Travis will walk you through a case study on the building of a new agency model.
According to Forbes, "Sid Lee is one of the top 5 performing agencies in the world."
They have 650 people managing clients in more than 20 countries from their offices in Montréal, New York, Amsterdam, Paris and Toronto. Cirque Du Soleil is not only a strategic alliance for their Entertainment Division, they are the sole equity investor in the agency.
They are the creators of C2-MTL, a mind-bending immersive conference in Montréal focused on commerce and creativity. It takes place in "Innovation Village," a venue custom built to enhance the experience. This year, several thousand attendees will take in speakers that include Richard Branson, Philippe Starck, Chris Bangle and Elle Macpherson.
Sid Lee Architecture employs more than 50 architects engaged in residential, retail and corporate projects that earned twelve design awards in 2012 alone. Sid Lee Boot Camp partners with global business leaders in addressing global philanthropic causes, such as AIDs and Carbon Footprint reduction.
And to top it all off, they invest $200,000 each year in Sid Lee Collective, a creative incubator program to bring employee innovations to life.
According to Forbes, "Sid Lee is one of the top 5 performing agencies in the world."
They have 650 people managing clients in more than 20 countries from their offices in Montréal, New York, Amsterdam, Paris and Toronto. Cirque Du Soleil is not only a strategic alliance for their Entertainment Division, they are the sole equity investor in the agency.
They are the creators of C2-MTL, a mind-bending immersive conference in Montréal focused on commerce and creativity. It takes place in "Innovation Village," a venue custom built to enhance the experience. This year, several thousand attendees will take in speakers that include Richard Branson, Philippe Starck, Chris Bangle and Elle Macpherson.
Sid Lee Architecture employs more than 50 architects engaged in residential, retail and corporate projects that earned twelve design awards in 2012 alone. Sid Lee Boot Camp partners with global business leaders in addressing global philanthropic causes, such as AIDs and Carbon Footprint reduction.
And to top it all off, they invest $200,000 each year in Sid Lee Collective, a creative incubator program to bring employee innovations to life.
Sid Lee Will Travis President USA
Agency Case Study with Sid Lee: The Agency Powerhouse You've Never Heard Of
04:30 PM
TUESDAY
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This panel will take a look at the impact of Social Media on the agency business model. We all know by now it's a critical core competency to be offering. However, how should agencies best operationalize, sell and price this newer discipline? And let's not forget the challenge of developing the sustainable flow of content necessary to fuel all things social. While many agencies are providing this new marketing channel, far fewer are generating meaningful revenue from it. This group of senior executives will break a few myths and discuss best practices in the quest for growth through Social Media.
- Edelman Digital Cassel Kroll VP, Media Strategy
- Wieden + Kennedy Jeremy Daly Director of Digital Strategy
- Digitas Jordan Bitterman Senior VP, Social Lead
Social Media Panel:
How Social Platforms Continue to Impact Agency Business
12:15 PM
WEDNESDAY
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Note: This session will be limited to only 1 representative from 50 agencies. Sign up will begin Tuesday, May 14th at the event.
Up to 50 agency execs can network with complimentary agencies to partner on pitches and send new business back and forth - all while practicing their elevator pitch. Meet agencies that need support in other regions of the country (and world), need access to other types of service offerings and need help with workload overflow. This session has played a direct role in generating a significant amount of new business over the past few years.
Sign up when you arrive, as seating will again be limited. Once the session is full, a waiting list will be available.
Up to 50 agency execs can network with complimentary agencies to partner on pitches and send new business back and forth - all while practicing their elevator pitch. Meet agencies that need support in other regions of the country (and world), need access to other types of service offerings and need help with workload overflow. This session has played a direct role in generating a significant amount of new business over the past few years.
Sign up when you arrive, as seating will again be limited. Once the session is full, a waiting list will be available.
The Mirren Mashup: Form Strategic Alliances & Create New Business Opps
01:15 PM
WEDNESDAY
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New for 2013, we have secured an exclusive group of client procurement executives. Expect a frank take on the mistakes they see agencies making, as they provide key lessons to help better engage this challenging - and rarely understood - gatekeeper.
Client Procurement Panel:
Principles for Engagement
11:15 AM
TUESDAY
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This session will build upon Session One, which you must have participated in to join Session Two. Bring your agency capabilities, take the handout and be ready to be put to work again.
If you’re not going in planning a "grand slam hit it out of the park" capabilities session, you’re not taking the right approach. In fact, forget the client's agenda (unless you want to become fully commoditized by their process). And forget talking about the agency (unless you want to bore the client to death).
Based on the latest strategies from Mirren’s in-person training, this session will focus on the steps you must take to:
1) open with a bang, then hold them all the way through;
2) position your agency as truly unique, truly focused on driving the client's business (vs. brand);
3) get the client to open up about their core marketing and business challenges; and
4) close in a way that ensures the client will not soon forget you.
If you’re not going in planning a "grand slam hit it out of the park" capabilities session, you’re not taking the right approach. In fact, forget the client's agenda (unless you want to become fully commoditized by their process). And forget talking about the agency (unless you want to bore the client to death).
Based on the latest strategies from Mirren’s in-person training, this session will focus on the steps you must take to:
1) open with a bang, then hold them all the way through;
2) position your agency as truly unique, truly focused on driving the client's business (vs. brand);
3) get the client to open up about their core marketing and business challenges; and
4) close in a way that ensures the client will not soon forget you.
Mirren Brent Hodgins Managing Partner
Session 2:
Competitive Pitching: Bring & Update Your Capabilities
12:15 PM
TUESDAY
Networking Lunch
Take a break, grab some bio fuel and get ready for the afternoon sessions… while meeting many of your agency peers.
Networking Lunch
Take a break, grab some bio fuel and get ready for the afternoon sessions… while meeting many of your agency peers.
03:30 PM
TUESDAY
Networking Coffee Break
Meet Our Conference Partners Learn More About How They Can Help You Win More Business
Networking Coffee Break
Meet Our Conference Partners Learn More About How They Can Help You Win More Business
04:30 PM
TUESDAY
The Live Pitch Competition:
One Product Launch. Two Teams. Three Judges. 400 "Clients".
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Ever wondered how other agencies pitch? This is a rare opportunity to watch others at work as they craft a full pitch presentation and then deliver it live on stage.
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.
A special thank you to Mintel for providing the research and consumer insights for the two pitch teams.
The Live Pitch Competition:
One Product Launch. Two Teams. Three Judges. 400 "Clients".
12:15 PM
WEDNESDAY
Networking Lunch
Take a break and load up on food to get through the last round of sessions. And trade a few more business cards while you're at it.
Networking Lunch
Take a break and load up on food to get through the last round of sessions. And trade a few more business cards while you're at it.
01:15 PM
WEDNESDAY
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Their goal is to become the most influential agency in the world. It's ambitious, as is everything about Droga5.
Last year, they had 9 new business wins, including Coke Zero, American Express Travel, Heineken's Newcastle Brown Ale, The Bill and Melinda Gates Foundation, and several Kraft brands -- boosting their revenue 45% to $59 million. Sarah will talk about the difficult choices they've made and the infrastructure they've put in place to create a new business machine.
Last year, they had 9 new business wins, including Coke Zero, American Express Travel, Heineken's Newcastle Brown Ale, The Bill and Melinda Gates Foundation, and several Kraft brands -- boosting their revenue 45% to $59 million. Sarah will talk about the difficult choices they've made and the infrastructure they've put in place to create a new business machine.