Agenda

2017 Sold Out. See You Next Year!
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Four Pillars of Agency Growth

Over the course of the two days, the agenda is broken into four sequential tracks. Each morning and afternoon we address one of the pillars of agency growth: Model, Operations, Marketing, Leadership.

Within each pillar, you’ll select from several breakout topics. Each of the four tracks will end with all Summit attendees coming back together for a facilitated group discussion.


Model


Operations


Marketing


Leadership

Pre-Day
Mon, Nov 6
Day 1
Tue, Nov 7
Day 2
Wed, Nov 8

Workshop + Networking Reception: Hosted at DigitasLBi

Audit and Benchmark Your Business:

The Five Stages of Building an Agency for Growth

 

 

Premium Pass Only

Date: Monday, November 6

Time: 4:00 PM - 7:00 PM CT

Location: DigitasLBi, 180 N. LaSalle St, #1100, Chicago, IL

This hands-on workshop is geared specifically for agency CEOs.

Using the VEC Business Innovation Model, you will audit your business with the goal of identifying your organizational constraints ― and your growth opportunities. In other words, you'll pinpoint that which is most holding you back and then identify the next steps to address it.

Most agencies suffer (or fail) because they try to move into the “growth” and “wealth” stages without ever laying a rock solid foundation. The infrastructure has not been built in a manner that will support growth over a sustainable period of time. And without this fundamental foundation, the business cycles can be extreme: feast or famine.

This is also why agencies are too nervous to financially invest in their future – there is no plan in place that provides enough confidence for the CEO. There is no method. There is no real stability. It’s all about scrambling for the next RFP.

Expect to leave this hands-on workshop with new clarity on:

    • How does this impact my service offering?
    • How does this impact my talent strategy?
    • Do I have the right people on my management team?
    • Do I have the proper resources in place for effective new business performance?
    • How does our financial health compare to other agencies?
    • Is our culture as rewarding for our people as it needs to be?

Here you will learn how to develop a solid organizational strategy focused on growth. You will audit your agency, benchmark it against your industry peers, and leave with a plan of action.

To ensure the ability to compare your agency to others, group discussion and exercises will form an important portion of the session.

A special thank you to Vollett Executive Coaching for the use of their model and principles for this special session.

Brent Hodgins
Mirren Business Development
Managing Director
See Bio >
06:00

PILLAR ONE: MODEL

Improve your top and bottom line by driving faster innovation through your service offering and approach to compensation.

Keynote – The Agency Model & Coming Revolution of AI

Matt Marcus, R/GA’s ECD, will reveal how artificial intelligence will profoundly impact brands and the agencies that service them. He will discuss both short-term and long-term capabilities that agencies need to immediately begin planning for – including a look at the evolved talent that will be required to achieve these new offerings.

Matt Marcus
R/GA
VP, Executive Creative Director
See Bio >

Lessons for the Agency Business: Why Management Consultants are in the C-Suite

Justin Odenbach runs the 450 person Chicago office for Slalom, one of the world’s most prominent management consulting firms with over 4500 people in 25 offices. Their specializations include business management, technology enablement, information management & analytics, and organizational effectiveness. They also have a successful customer engagement/marketing practice, which actively targets the agency space.

A veteran leader in the consulting industry, including tenure at Deloitte, Justin will provide an inside look at a successful business consultancy, what’s ahead for them – and ultimately, what it all means for the agency business.  

Justin Odenbach
Slalom Management Consulting
General Manager
See Bio >

Agency Compensation: The Issues & Changes to Prepare for Now

Working closely with client-side marketers and procurement, David Beals and his team has orchestrated hundreds of agency reviews and assisted marketers with the evaluation and negotiation of billions of dollars in fees. JLB+P has become one of the leading experts in agency remuneration, long authoring the ANA’s triennial “Trends in Agency Compensation,” surveys, as well as their “Agency Compensation Guidebook.”

David will provide his unique insight into today's remuneration issues and methods, the changes ahead in the next few years, and how agencies should most effectively engage with clients in the process.
David Beals
JLB+Partners
President
See Bio >

Embracing Management Consulting to Reinvent the Agency Model

While most agencies fear the oncoming threat of management consulting firms, Jackman embraced it with an entirely new model. Jackman is one half branding firm and one-half management consulting firm.

Over the last several years since their inception, they have completed category disrupting assignments for clients such as Hertz and Walgreens. In fact, for Walgreens, they completely reinvented the client’s business by repositioning the brand, building a new store model, creating the country’s largest loyalty program, integrating the acquisition of Duane Reade and systematically creating business performance improvement. This resulted in a CAGR of 26%, a stock price increase from $15 to $90 and a doubling of their Net Promoter Score.

In this session, Joe Jackman will walk you through their journey of creating a new model. He’ll share the challenges, the opportunities, and the lessons.

Joe Jackman
Jackman Reinvents
CEO
See Bio >

How to Compete in Your Client’s New Operating Model

As the complexity of marketing increases, clients are becoming more sophisticated and nuanced in how they select external service providers. In fact, clients are implementing completely new internal operating models that are directly impacting the agency business.

Based on his experience working with client-side organizations (including helping to build in-house agencies), Eric Rotkow will address the latest trends in how brands are changing their approach to internal and external service providers, and how agencies can adapt their service models to remain relevant, better compete, and secure more business.

Eric Rotkow
Zee Jay Digital Consulting
Managing Director
See Bio >
12:30

PILLAR TWO: OPERATIONS

Build a back-end infrastructure to support (and fuel) faster growth, particularly in a project-based world.

Creating a Culture of Faster Innovation and Prototyping

Laurie Coots is one of the architects behind TBWA’s Disruption Strategy, the agency’s core strategic process that has been authored in several books. She is now on a mission to help the industry accelerate its disruptive innovation.

Here, you will learn and apply new methods for creating a culture that embraces faster innovation, prototyping and launching – impacting an agency’s entire supply chain and customer facing services.

In this session, you will break into groups where you will network, apply the principles, and ultimately collaborate on the opportunity to innovate – a rare opportunity to work together with a group of your peers.

Laurie Coots
Agency Disruption Strategist
See Bio >

Answering the Call: Strategic Innovation at Droga5

Improving your agency’s strategic horsepower is a vital part of your innovation – particularly as clients demand more business impact from their agencies.

In this session, Dan Ng will walk through how Droga5 is expanding its strategic offering, and how integration is no longer defined by bringing media or disciplines together, but by bringing the client’s business closer into the work. Expect to gain new insight into how an agency's strategic offering can be designed to be of greater value to clients.

Dan Ng
Droga5
Group Strategy Director
See Bio >

Making Better, Faster Hires: Leveraging the Power of New Talent Profiling

Securing and managing strong talent continues to be one of the industry’s greatest challenges. In fact, on top of a talent shortage, annual turnover in the agency world now exceeds 30%.

However, there are tools that can dramatically increase your hit rate and retention with new hires. An agency veteran and performance coach to agency CEOs across the country, Mark Strong will share methods for applying personal and character profiling to more effectively identify the best talent and understand what it will take to keep them motivated, performing and loyal.

Mark Strong
Mark Strong Coaching & Training
CEO
See Bio >

Project & Resource Management: Improve Your Agency’s Speed & Efficiency

Working with agencies around the world, Mavenlink specializes in project and resource management systems and efficiency. In this session, Ray Grainger, a former Accenture partner and now CEO of Mavenlink, will share the most important best practices, systems and tools for building an effective project and resource management infrastructure – the foundation from which all your agency’s work is provided. Importantly, he’ll tie these critical systems back to an increased margin.

Ray Grainger
Mavenlink
CEO
See Bio >

The New CFO: Their Role In Driving Your Growth

In this session, we’ll take a look at the critical role of CFO. The truth is, most agencies are not leveraging the full potential of this position – particularly with the rapid changes the industry continues to experience. The role has actually changed. It has shifted. It has evolved.

Running a firm that specializes in Management Consulting and Finance for agencies, Andrew Suzuka will walk through the new objectives for this role and how to fully leverage it as a key resource in driving growth.

Andrew Suzuka
Optimization Partners
CEO/Founder
See Bio >

Day One Group Session: Self Evaluation & Action Planning

At the end of day one, all summit participants will come back together for a collaborative look at the day's key lessons.

Brent Hodgins
Mirren Business Development
Managing Director
See Bio >

Cocktail Reception

Join us and network with your fellow CEOs as we wrap up from the day's sessions and connect over cocktails.

Hosted by:
Berdon
06:00

PILLAR THREE: LEADERSHIP

As CEO, evaluate the effectiveness of your leadership and confirm where it needs to improve to close the gap.

Keynote – Effective Leadership: Time to Break Some Myths

A good deal of common wisdom about agency leadership turns out to be misguided. Some things that sound right in theory often don’t work in practice. Other things that seem small, turn out to be quite important.

In his role as head of North America for DigitasLBi, Doug Ryan will address key leadership lessons that have been reinforced or debunked through a career across different agencies, cultures and roles. He will share best practices in building, managing and growing a marketing services firm in today’s hyper competitive market – and what it means to be ultimately accountable for it all.

Doug Ryan
DigitasLBi North America
President
See Bio >

Leading an Agency Through Disruptive Times

As the industry continues to move through rapid change, there have been declines in agency remuneration, loss of AOR status, fragmentation of media channels, changes in consumer demographics, and a complete slow-down of client brand growth. Agency efforts to deal with the changes have not been effective. To deal with fee reductions, agencies have downsized and "juniorized," thus reducing their strategic and creative capabilities.

However, moving forward, agencies must immediately begin developing new skills, new types of relationships, and better focus on becoming experts in solving brand performance problems for CMOs.

Author of Madison Avenue Manslaughter, Michael Farmer will address the characteristics now required of senior leadership and how an agency CEO should begin the transformation process.

Michael Farmer
Farmer & Company
Chairman & CEO
See Bio >

Improving the Effectiveness of Your Personal Leadership (Part 1)

It’s no secret the industry is changing at an incredible pace. As CEOs, you are on the front lines of navigating your agency through the new landscape.

Focusing on how effectively you set vision, create alignment and champion execution, you will address the effectiveness of your own leadership. Particularly as it relates to driving the growth of your agency, you’ll consider your most important priorities and how well you impact those across the organization.

Mark Strong, agency veteran and industry performance coach, will lead this collaborative session. Providing you with a benchmark for your own performance, he’ll also share evaluations from agency leadership over the past several years.

Note this is a double-length session.

Mark Strong
Mark Strong Coaching & Training
CEO
See Bio >

Leveraging Seven Principles from the Evergreen Movement: Building a Business that is Profitable and Meaningful

With a unique set of guiding principles at their core, Travis York has successfully built a 100-person agency. In fact, they discovered the “Evergreen Movement” focused entirely on bringing together purpose driven entrepreneurs who believe in seven characteristics: Purpose, Perseverance, People First, Private, Profit, Paced Growth and Pragmatic Innovation.

GYK Antler's model is based on these principles to thrive as a private, profitable, market-leading business that is designed to remain independent long-term. As they continue growing, this model helps the agency continue the entrepreneurial pursuits that drive their passions, while providing their clients innovative business solutions. Hear from Travis York, CEO of full service agency GYK Antler, on why more independent agencies can realize greater growth – and more meaningful growth – by utilizing the Evergreen model.

Travis York
GYK Antler
President & CEO
See Bio >

Improving the Effectiveness of Your Personal Leadership (Part 2)

It’s no secret the industry is changing at an incredible pace. As CEOs, you are on the front lines of navigating your agency through the new landscape.

Focusing on how effectively you set vision, create alignment and champion execution, you will address the effectiveness of your own leadership. Particularly as it relates to driving the growth of your agency, you’ll consider your most important priorities and how well you impact those across the organization.

Mark Strong, agency veteran and industry performance coach, will lead this collaborative session. Providing you with a benchmark for your own performance, he’ll also share evaluations from agency leadership over the past several years.

Note this is a double-length session.

Mark Strong
Mark Strong Coaching & Training
CEO
See Bio >
12:15 PM

PILLAR FOUR: MARKETING

Make growth more consistent by proactively establishing a more holistic sales and marketing program.

The Disciplines for Agency Growth: Lessons from Running Global New Business at TBWA

During her tenure as Chief Marketing Officer for TBWA Worldwide, Laurie Coots built a new business machine. Starting in L.A., she orchestrated one of the most successful local, national and global capabilities that drove net new client acquisition and organic growth. Kicking off our Marketing Track, Laurie will share a set of best practices that you can apply to improve the performance of your own agency marketing and new business.

Laurie Coots
Agency Disruption Strategist
See Bio >

Saving the Business When You’re the Incumbent

Based on aggressive methods from Mirren's new business training, this session will address one of the most feared agency challenges – being an "incumbent.” Most agencies wait until it's too late to properly defend a piece of business. In fact, the full-on attack needs to begin as soon as there is an issue with the relationship – or a new client decision-maker takes over. If you have any hope of retaining the business, you’ll need to forget your standard pitch approach and break a few rules.

Brent Hodgins
Mirren Business Development
Managing Director
See Bio >

The High Growth Categories that Need to Be On Your Radar

Particularly geared for business leaders, Mintel's session will reveal insight behind several high-growth industries that have the most potential for growth and innovation, thus presenting agencies with fresh opportunity. Within each of several categories, Stacy Bingle will spotlight several broader shifts currently impacting change and forcing agency CEOs to think creatively. Based on evolving consumer attitudes and behaviors, get an inside look at where you can be sourcing new business heading into 2018.

Stacy Bingle
Mintel
Consumer Trends Strategist
See Bio >

The New Role of Strategy in Converting More Business

With the continued shift to project-based work, shrinking budgets and reduced timelines, it has become difficult to provide the same level of strategic impact. At the same time, agency cultures have become reactive, running from one client fire to the next.

More importantly, client’s expectations have spiked. They are demanding deeper consumer insights, strategy that cuts across a growing number of channels, and more immediate business impact. To that end, clients are paying a premium for agencies with more effective strategic processes.

In this session, Emma Montgomery will define the new role of strategy and how it has become the most important element in converting more business.

Emma Montgomery
Leo Burnett US
Chief Strategy Officer
See Bio >

Building a New Business Infrastructure: Staffing & Resources

Through Mirren’s new business training with agencies around the world, agency CEOs often inquire about the optimal infrastructure for a well-performing new business capability. How should it be staffed? What should the different roles be accountable for? How senior should they be? What are the different resources we need to be investing in? What are other agencies doing?

In this breakout, two of Mirren’s Training Directors will paint a picture of the best practices it takes to build the optimal infrastructure for your particular agency – bearing in mind most agencies don’t have massive budgets and an army to throw at the solution.

Nadine Tull
Mirren Business Development
Training Director
See Bio >
Norman Shaffer
Mirren Business Development
Training Director
See Bio >

Conference Closing Session: Key Event Takeaways & Action Planning

At the end of day two, all summit participants will come back together for a collaborative look at the conference's key lessons, while outlining key action items.

Brent Hodgins
Mirren Business Development
Managing Director
See Bio >

Conference Closed

Pre-Day
Mon, Nov 6
Day 1
Tue, Nov 7
Day 2
Wed, Nov 8

2017 Sold Out. See You Next Year!

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