The agency business model has been under assault for the past decade, and today’s economic challenges only underscore the critical changes agencies must make in the way they’re structured, the way they provide service, and the way they make money. 

This fast-paced workshop ooks at agency services and discusses what to relinquish, what to rework, and what to reinvent.  Here are some of the key concepts we explore:

• Why the agency business models of the past don’t scale in the digital age
• Why agencies need a new “OS” (operating system) and what it could look like
• How agencies are now facing competition from all directions

Crafting a new breed of agency means going beyond best practices to “next practices” – the progressive new ways successful agencies are redefining not just their structure, but their paradigm of the business.  Foundational to a new approach is having a better, different answer to the question, “What business are you really in?” 

We’ll look at key markers of progressive agency business models, including:

1. Gearing competencies focused on pull rather than push
2. Refining the meaning of creativity
3. Building for real-time, not just long-term
4. Distinguishing between high-value and low-value work
5. Developing intellectual property in addition to work-for-hire
6. Cultivating both generalists and specialists
7. Teams, not departments
8. Open-source resources that transcend your four walls

Attendees will learn how progressive agencies around the world are reinventing themselves by developing new services, reconfiguring their business models, and exploring new revenue and compensation models in the new digitally-enabled, multichannel marketing environment of the 21st century.

Who this workshop is for

This content is designed for senior agency professionals and is particularly appropriate for agency leaders and managers. 

About the instructor

The presenter is Tim Williams, founder of Ignition Consulting Group, America’s leading consultancy devoted to helping marketing communications firms create and capture more value.  Tim is a frequent speaker and presenter for major industry associations, agency networks, universities, and business conferences in North America and abroad. As a recognized thought leader in the advertising and marketing business, Tim has been interviewed and quoted by The New York Times, Wall Street Journal, The Economist, The Guardian, Toronto Globe & Mail, Bloomberg News, Japan’s Nikkei News, and other business and marketing from Europe to Asia.  He is a frequent contributor to leading trade and business publications including Advertising Age, Adweek, Communication Arts, Campaign, Admap, Marketing News, and The Advertiser.  He is author of the book, Take a Stand for Your Brand: Building a Great Agency Brand from the Inside Out ranked by Amazon as one of the top ten books on brand building.  His newest book is Positioning for Professionals: How Professional Knowledge Firms Can Differentiate Their Way to Success.

How to arrange for this workshop

Progressive Agency Business Models: New and Better Ways to Run an Agency is available in three versions: 90-minute presentation, half-day workshop, and full-day seminar.

For details and pricing, please contact us at info@ignitiongroup.com.

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