The 21st Century Agency Professional: New Ways to Become a More Valuable Partner to Your Clients
Faster. Cheaper. Vendor. Three words that characterize one of the leading issues agencies have with their clients right now. Many agencies feel they have been pushed down the client value chain into the same category as printers, having lost their status as professional advisors.
This idea-packed seminar explores how and why agencies need a new “OS” – a new operating system that supports the way brands are built now. We’ll show how agencies can create more value and cultivate new sources of revenue by moving further up the client value chain, including:
- Progressive new models for agencies and new roles for agency professionals
- How to identify and meet the unsatisfied needs of today’s clients
- How to apply design thinking instead of advertising thinking
- Why agencies must go beyond the “campaign” business
- Applying a new definition of “creativity” for the new century
- How to stop selling components and start selling solutions
- Expanding your expertise to all four Ps of marketing -- not just Promotion
- How to work as teams instead of departments
- Becoming more agile – as an agency and as an agency professional
- Why agencies need both generalists and specialists and where you fit it
- How and why agencies must think more like product developers and less like entertainers
- How to transform your personal and organizational marketing skillset from “push” to “pull”
- What we can learn from the fact that many of the most successful brands of the last decade were built without traditional agency services
In the agency world, as everywhere, there are insurgents and incumbents. The agencies and agency professionals that will be successful in the coming decade and beyond are those who understand what they really sell; not services or capabilities, but rather the promise of a transformed brand. That’s the perspective you’ll gain in this seminar, and it will help both you and your agency feel more energized about your ability to create much more value for your clients.
Who this workshop is for
This workshop is designed for agency professionals of all levels in all disciplines including account management, account planning, creative, media, digital, public relations, and other client-facing agency disciplines.
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
The 21st Century Agency Professional: New Ways to Become a More Valuable Partner to Your Clients is available in three versions: 90-minute presentation, half-day workshop, and full-day seminar.
For details and pricing about the workshop, please contact us at firstname.lastname@example.org
What others are saying
“Easily the most valuable workshop we've ever attended. We are full of excitement about reforming our agency. Thanks for opening our eyes with a startlingly bright and life-changing insight.”
“This workshop was fantastic. It crystallized so much of what I’ve been thinking recently, and gave real direction to this feeling I’ve had lately that I want to completely reinvent our agency.”
“To say that Ignition’s workshop re-energized me is an understatement. I have been raving about the change in approach you preached with our staff here and they have been eager to look into how we can incorporate this approach in our work with clients.”
“I have attended a lot of workshops, and this was by far the best. Forward thinking, current, and very relevant.”
“I attended your excellent presentation in Toronto. The thinking was so useful, that I have begun to apply much of it to our efforts to restructure our agency. I also presented your ideas to a diverse group of agency people, all of whom embraced them. “
“An outstanding discussion on how to specifically re-engineer your agency to meet a quickly changing world.”
“Ignition presents a “no holds barred” look at the future of the advertising agency business. Tim not only provokes thought but offers actionable ideas about how agencies can adapt in our rapidly changing environment – remaining relevant and valuable to clients, and ultimately securing our own future.”
“I’ve been to my fair share of workshops. Yours, I’d have to say, was one of the best I’ve been to. I found myself relating to many of the scenarios you presented, and perhaps more importantly, aspiring to put into place many of the implications you outlined. It was a truly fascinating workshop with content I plan to put into place with my executive team. Thank you again for the valuable content and excellent delivery.”
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