Brent Hodgins is the Managing Partner at Mirren, a firm that specializes in new business training for agencies in digital, PR, advertising, promotions, experiential and design. As you probably guessed, they are also the organization behind this conference. Each year, over 700 agencies now participate in Mirren’s annual conference, training programs and webinars.
Brent has trained CEOs and their senior management teams in every major region around the world. He is highly competitive, pushing himself, his Mirren team and his clients to accept nothing less than a total commitment to winning.
His approach to converting business is down to a science – strategic and methodical – but often contrarian. In fact, he believes you have no choice but to break many rules of the pitch, as the process is purposely designed by clients to commoditize agencies.
He also believes that agencies need to stop bowing down to clients and command the respect they deserve. “As soon as you put the client up on a pedestal, it’s a downward spiral from there. If you bring a high level of expertise to the table, then take a stand and command the room.”
Brent began his career in account management at Leo Burnett, where he worked on Kellogg’s, Johnson & Johnson and McDonald’s. Later at TBWA\Chiat\Day he launched the digital group in New York, before moving into new business at Wieden + Kennedy.
After 17 years in New York, Brent recently moved to Seattle to open Mirren’s west coast office.