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Registration Opens in
2 Weeks

We’ll see you in March 2023!
Dates will be posted shortly.

Who it’s for

This training is for mid-level client-facing team members who manage accounts and projects. Depending on your structure, this may include those in account management, client services, project management, department leads, practice leads, etc. For those in Account Management/Client Services, consider those who are Senior AE, up through Account Supervisor and Junior Account Director.

Why it matters

Client expectations of agencies have spiked. They want stronger leadership, deeper strategic thinking, more integrated activation, and tangible business impact – agency account managers are the linchpin.

How it works

This certification training program is a virtual series with 5 sessions of about 2 hours each. The program provides the new methods, models and tools to immediately improve the effectiveness – and value – of your account teams.

Now a five-part virtual training series

Mastering Client Leadership

The New Role of Account Management

How to become an indispensable strategic partner to each client.
Mar 2 1:00 pm - 2:45 pm ET
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Mastering Business Analysis

The Client Metrics You Must Understand

How to to more effectively address each client’s most pressing business needs.
Mar 7 1:00 pm - 2:45 pm ET
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Mastering Strategy

Writing More Effective Strategy Briefs

How to craft strategies more focused on business impact and deeper target insight.
Mar 9 1:00 pm - 2:45 pm ET
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Mastering Strategy

The New Role of Journey Modeling

How to use this strategic tool to increase the agency’s impact, value and fees.
Mar 14 1:00 pm - 2:45 pm ET
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Mastering Scope Management

Better Manage Project Scope & Agency Profitability

How to write these critical documents to increase margins and reduce scope creep.
Mar 16 1:00 pm - 2:45 pm ET
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1 Mastering Client Leadership

The New Role of Account Management


Mar 2 1:00 pm - 2:45 pm ET

As client expectations of agencies continue to increase, the role of client services continues to evolve. In the kick-off session to this series, we’ll address the critical elements that now make up an effective account person.

Expect your teams to leave this session with a new and motivated outlook on their role. Two models will outline how the most effective account managers now perform. In fact, each participant will self-assess their current abilities and identify next steps to improve their effectiveness:

  • Proactively leaning in and leading each client forward (vs. subservient order-takers)
  • Understanding each clients business goals and measures
  • Being assertive and resourceful in achieving each client’s (and the agency’s) objectives
  • Leading the agency’s teams to more efficiently deliver effective work

The goal is to have your account managers become indispensable strategic partners to your clients.

2 Mastering Business Analysis

The Client Metrics You Must Understand


Mar 7 1:00 pm - 2:45 pm ET

By applying a Client Business Analysis Model, your teams will learn how to conduct a more robust analysis of each client’s business – in far less time. Without this base knowledge in place, they risk becoming tactical order takers with no credibility.

We’ll outline how to understand each client’s business model, unique KPIs (key performance indicators), business and marketing goals, most pressing business needs – and how the client is performing in each of these areas.

Helping to standardize your approach, we’ll address how to collect and organize this intel in a way that captures the key implications for your agency. This will arm your teams with actionable insight, position them as strategic partners, improve the effectiveness of the agency’s work, and lead to more organic growth.

3 Mastering Strategy

Writing More Effective Strategy Briefs


Mar 9 1:00 pm - 2:45 pm ET

As clients work to navigate the new realities of commerce, they’re now adapting in real-time to best capture new opportunities as they arise. As a result, they need bigger, more innovative strategic thinking – in far less time.

To that end, this session will outline how to write (and provide feedback on) strategy briefs that are more effectively focused on each client’s business needs, deeper target audience insight and more meaningful results. Applying a more consistent approach, your teams will learn how to achieve this in far less time.

We’ll also take a look at the new research methodologies working to more quickly uncover bigger insights – knowing that most agencies are strapped for time (and budget).

4 Mastering Strategy

The New Role of Journey Modeling


Mar 14 1:00 pm - 2:45 pm ET

Journey Modeling has become one of the simplest and most profound strategic tools an agency team can master. When used methodically, it reveals new insight into the purchase behavior of each client’s target audience – helping agencies provide work of much greater financial value.

Taken a step further, like the practices of management consulting firms, it becomes a powerful diagnostic tool. Journey Modeling can be used to pinpoint the most critical challenges – and business growth opportunities – for each individual client.

Within this session, participants will be put to work creating a new (or improving upon a current) Journey Model for a client – which is then immediately put to use. Ultimately, the goal is to apply a new method for increasing the agency’s impact, value and fees for every account they work on.

5 Mastering Scope Management

Better Manage Project Scope & Agency Profitability


Mar 16 1:00 pm - 2:45 pm ET

Your teams write these critical documents on a daily basis. However, despite the fact they’ll make or break an agency’s margin, they receive little strategic attention. Stepping back, we’ll address these scoping documents more methodically – with the goal to increase your margins.

This session will address how to:

  • Calibrate and align what your clients really need
  • Frame potential outcomes and impact
  • Provide options for your clients to consider
  • Negotiate scope
  • Reinforce your role as a trusted and indispensable partner
  • Enhance your value and revenue

We’ll outline how to write estimates, proposals and SOWs in a way that ensures the agency gets paid for all its work – while increasing margins and reducing scope creep.

Past Mirren Workshop attendees have included

The New Role of Account Management

Get a first look at our training
for mastering six critical skills.

 

Meet your instructors

Brent Hodgins Managing Director, Mirren About
Laura Matthews Director, Agency Growth Strategy, Mirren About
Sharon Honjiyo Director, Agency Growth Strategy, Mirren About
Brent Hodgins

Brent is the Managing Director at Mirren and specializes in training agency teams how to master client leadership, strategy, organic growth and new business. Ultimately, the goal is to have agencies become indispsensable strategic partners with their clients.

 He can also be heard encouraging agency teams to be careful of submissively bowing down to clients. “As soon as you put the client up on a pedestal, you lower your position in their mind. It’s a downward spiral from there. If you bring a high level of expertise to the table, then take a stand and command the respect you deserve – as a peer.”

 Brent began his career in account management at Leo Burnett, where he worked on Kellogg’s, Johnson & Johnson and McDonald’s. Later at TBWA, he ran the digital group in New York, before moving into new business at Wieden + Kennedy.

After 10 years in New York, Mirren moved its offices to Seattle. Brent resides in the Ballard area with his wife and son.

Laura Matthews

Laura is Director of Agency Growth Strategy at Mirren. She brings experience across a range of industries and agencies (digital, full service, PR) – giving her a well-rounded perspective in her training.

 At Mirren, Laura trains agency teams on client retention, growth, strategy, and new business. In particular, she believes agencies need to lean in more with their clients. “Too often, agencies limit themselves to a vendor role where they’re seen as order takers. The most successful agencies make the effort to deeply understand their clients’ categories and bottom-line goals, and deliver work that is clearly positioned to impact those goals.”

 Laura spent nearly six years with VMLY&R, where she led work for Bridgestone, Tennessee Tourism, and Intel, among other brands.

 Originally from South Carolina, Laura moved to Seattle in 2019 after spending a decade in Nashville, TN.

Sharon Honjiyo

Sharon is Director of Agency Growth Strategy at Mirren. She brings senior experience for the agency and client-side. As head of brand marketing at Holland America, she ran their agency rosters and competitive reviews. In her agency tenure, she ran accounts, strategy and new business pitches. All combined, this brings tremendous insight to her training. 

At Mirren, she empowers agency teams to become more proactive and strategic business partners. In fact, she believes there are many untapped revenue opportunities for agencies. “As a client, I regularly experienced my agencies missing many of our strategic needs that would have resulted in significant additional work.”

Sharon led account management and strategy at a number of agencies, including DDB, HL2 and Hornall Anderson Design. Prior to joining Mirren, she ran the brand marketing team at Holland America, a premium cruise line within Carnival Corporation – the world’s largest leisure travel company. 

Originally from San Francisco, Sharon currently lives in Seattle with her husband

Registration opens in 2 weeks!

Special Group Discount

Receive special pricing when you register more than 4, or more than 10 participants from the same agency (combining “sister agencies” within a holding company does not qualify).

Standard
All Access
Access to all 5 sessions
Bonus Training Session:
Day-to-Day Negotiation Skills for Account Management
Mastering Persuasion

Storytelling & Presentation Writing


Apr 5 10:00 am - 11:00 am ET

Telling stories is one of the most powerful means that leaders have to inform, inspire, and persuade. In fact, studies in human psychology have found that if we are told something through a narrative, we are more likely to relate to the message, absorb it further and remain engaged. As an agency leader, bringing a clear narrative to deck writing will transform your ability to influence clients. In this session, we’ll outline how to use key storytelling principles to create and deliver presentations that hook your audience, foreshadow the strong thinking to come, command the room – and increase persuasion.

Bonus Training Session:
Identify New Strategic Entry Points into Clients
Bonus Session 2

Identify New Strategic Entry Points Into Clients


Dec 13 1:00 pm - 2:00 pm ET

In this training session, we’ll examine how clients are now selecting and bringing in their marketing services agencies (including project-based roster agencies).

Armed with this new insight, the goal is to enter in the earlier stages of each client’s strategic development and acquisition process – transformational for an agency’s growth engine.

Step by step, we’ll introduce a model by which account teams can pinpoint new organic growth opportunities far before the client even realizes they will need an agency. In fact, participants will be put to work to start applying their new skills to a client, with the goal of identifying next steps that secure more work for the agency.

Recording Access to Bonus Session:
Mastering Account Finance: The New Skills to Increase Profitability
Mastering Account Finance

The New Skills to Increase Profitability


Nov 17 1:00 pm - 3:00 pm ET

In this final session to the series, we’ll train your teams how to become more strategic and accountable for the P&L on their accounts.

In fact, they will come to better understand the finance behind their accounts to more effectively address (and help the agency better profit from) over-servicing, scope creep and resource planning.

The training will include:

  • The role of contribution to profit
  • The role of account management in achieving this
  • Creating more relevant and effective dashboards
  • The most important metrics that must be mastered
  • The metrics to focus on improving
  • The real cost of over-servicing and scope creep
  • Leveraging scope creep as a revenue opportunity
  • Proactively preventing over-servicing
  • Getting paid for all the agency’s work
  • What it means (and doesn’t) to be accountable for profit

Ultimately, the goal is to have your client-facing teams lean in more proactively by empowering them with better financial data, insight and benchmarks.

Special Group Pricing (10+)
$360
$600
Special Group Pricing (4+)
$560
$800
Single Pass
$760Full Price $1,160
$1,000Full Price $1,400
Standard
Access to all 5 sessions
Special Group Pricing (10+)
$360
Special Group Pricing (4+)
$560
Single Pass
$760Full Price $1,160
All Access
Access to all 5 sessions
Bonus Training Session:
Day-to-Day Negotiation Skills for Account Management
Bonus Training Session:
Identify New Strategic Entry Points into Clients
Recording Access to Bonus Session:
Mastering Account Finance: The New Skills to Increase Profitability
Special Group Pricing (10+)
$600
Special Group Pricing (4+)
$800
Single Pass
$1,000Full Price $1,400

If a participant must miss a session, a rebroadcast of that session will take place as listed here.

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About Mirren

Mirren is a training firm that specializes in providing agency teams with the skills to capture a greater share of each client’s spend. Our team has experience client-side and at agencies that include Wieden + Kennedy, TBWA and VMLY&R.

We provide the new methods, models and tools to have agency teams more effectively lead clients, become indispensable partners, generate organic growth and win more new business.

In addition to this training series, we provide Custom Training for agency teams and produce Mirren Live, the annual event focused on agency industry innovation and creativity.