Ignition's Tim Williams will be visiting various cities throughout 2018 to present custom onsite versions of the popular "Progressive Pricing Strategies" workshop.  Presented as a full-day event onsite at your firm, this workshop provides individual agencies with the opportunity to involve their senior executives in a learning experience designed to transform and dramatically improve pricing and compensation approaches.  

You can reserve your spot now for any of the cities and dates listed below.  

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Full-day onsite workshop presented by Ignition's Tim Williams

Available Dates and locations:

March 21, 2018 | London

March 22, 2018 | London

April 26, 2018 | Montreal

May 24, 2018 | Atlanta

July 18, 2018 | Sydney

October 10, 2018 | New York

October 11, 2018 | New York

October 24, 2018 | Chicago

October 25, 2018 | Chicago

An Overview of the Progressive Pricing Strategies Workshop 

At a time when marketers are scrambling to lower costs, agencies are working hard to preserve or improve their margins. Many agencies are dissatisfied with hourly-based compensation systems because it puts their cost structure under a microscope. Clients are unhappy with the system because they often pay for hours without getting results. The truth is, a time-based approach is wrong for both sides. By focusing on hours and costs instead of value and effectiveness, neither party achieves what it wants from the relationship.

Using examples from around the world, this in-depth learning experience shows how agencies can capture more value and bring better alignment to client relationships by applying modern customer-based pricing practices in place of the outmoded cost-plus approach.  Key concepts include:

  1. The many modern pricing strategies used by today's businesses and how they can easily apply to professional services like agencies
  2. Why the "billable hour" is not a "unit of value" (only a unit of cost) and how to effectively sell the value you create in other more effective forms
  3. How to change the dialogue away from transparency of agency costs to what really matters: the value being created for the marketer

This practical workshop is designed to bolster your team's competencies as professional sellers, better equipped to deal with the professional buyers on the other side of the table, including:

  • Methods for charging for the value of outputs vs. the cost of inputs
  • Why all price setting should start with an estimation of value, not cost
  • The power of providing pricing options
  • Why you should charge different prices for different clients at different times
  • The importance of separating the value of ideation and execution
  • The key factors to consider when setting a fixed price

As part of this workshop, Ignition will provide a comprehensive workbook as well as online access to the onscreen content presented during the workshop.


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THE PROBLEM (and the opportunity)

Pricing Inflection Points and a Hangover of Bad Habits

Where is Your Firm Now?

The Power of Price

Professional Buyers vs. Amateur Sellers

Why Clients Favor a Change

How the Problem Presents an Opportunity

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A Cost Structure is Not a Revenue Model

The Pricing Revolution

Moving from Price Taker to Price Maker

Why Cost-Based Pricing is the Wrong Paradigm

Cost vs. Price vs. Value

What You Really Sell and What Clients Really Buy

Outcomes, Outputs and Inputs

Sellers Change Pricing, Not Buyers

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Changing Our Language

Why Your Costs Are None of Your Client’s Business

Units of Value

Top-Down Pricing vs. Bottom-Up Costing

The Modern Pricing Spectrum

Developing a Pricing Stack

The Diversified Compensation Portfolio

Price the Client, Not the Service

Uncommon Profits from Uncommon Solutions

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Scope of Value Before Scope of Work

The Pricing Planner: Setting a Fixed Price

The Power of Providing Pricing Options

A Dynamic Price Based on Outcomes

Leading and Lagging Indicators

Decoupling Different Classes of Value

Achieving Success in Pricing Discussions

Managing Scope Instead of Hours

Activating New Pricing Strategies in Your Firm


Workshop leader Tim Williams is one of the leading voices in the pricing revolution in professional services.  As a career agency professional and founder of U.S.-based Ignition Consulting Group, Tim works with firms around the world in the areas of pricing and business strategy. 

In the process, he has written two books, authored numerous articles for publications like Campaign, Campaign Asia, Admap, Advertising Age, Adweek and Communication Arts and has been interviewed by organizations like The New York Times, The Wall Street Journal, The Economist, The Guardian, National Public Radio, Toronto Globe & Mail, Bloomberg News, Japan’s Nikkei News, and other news organizations covering the world of business and marketing. 

As a consultant to advertising and marketing firms, Tim has worked with hundreds of agencies ranging from mid-size independents to multinational agency networks in North and South America, Europe, Asia, and Australia. Before forming Ignition, Tim worked at multi-national agencies in New York and elsewhere, and more recently served as president and CEO of several successful independent firms.

As a perpetual student and member of the Professional Pricing Society, Tim co-authored the recent IPA guide to value pricing, writes the popular blog Propulsion, and is a widely-followed LinkedIn Influencer writing on topics related to value creation, business models, and pricing strategy.

For additional questions, or to reserve the date for a custom workshop at your agency, please contact us.



Agencies need a better way to get paid, and marketers are equally interesed in changing the compensation dialogue. Ignition's Tim Williams explains why.