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10 agency takeaways, Mirren Summit 2016

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Takeaways from the 2016 Mirren CEO Summit for agencies in Chicago, IL. Agencies need to develop a technlogy stack to take them to the future and grow their business. DAM should be one of these technologies. Here's why:
- DAM systems can minimize employee’s non-billable hours by automating manual tasks that waste time
- With a DAM system as a central content hub, it’s infinitely easier for agencies to manage, search, share, and analyze their assets as well as their client’s assets
- DAM can streamline and simplify business development and pitch efforts through the use of metadata, collections, and portals
- DAM can elevate outside perceptions about an agency’s level of innovation
- DAM can serve as a revenue generator (when agencies upsell the service)
- DAM systems protect their client’s big investment (the assets agencies work so hard to create) and control their client’s brand
- As project-based work accelerates for agencies, DAM can help the project fulfillment process become more profitable

Published in: Design
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10 agency takeaways, Mirren Summit 2016

  1. 1. Mirren Business Development 2016 CEO Summit, Chicago
  2. 2. ABOUT MIRREN Led by Brent Hodgins, former Business Development Director at agency Wieden + Kennedy, Mirren is a niche firm that provides BD training and online resources for creative/ ad agencies. ● Position creative agencies ● Convert more pitches ● Build a pipeline of leads The Mirren Summit is an event for CEOs and their top leaders (not junior people), focused on driving four pillars of agency growth: ● Model ● Operations ● Marketing ● Leadership WHO IS MIRREN? WHAT IS THE MIRREN SUMMIT?
  3. 3. FOUR PILLARS OF AGENCY GROWTH
  4. 4. Operations
  5. 5. KEY POINTS Keynote presentation The emerging competitive landscape and how it’s about to change the agency business as we know it Increased competition from large companies like IBM and Accenture, who say they can do all the things an agency does, is placing new pressure on smaller agencies who lack the same funding and resources. ● Accenture was named #1 digital agency in 2016 There are so many agencies in the market (60,000 in the U.S. alone) that they need to clearly define their offering and value. ● What do they offer today? Will that stay the same in the future or change? ● What people and systems do they need to put in place today to deliver on their offering three years from now? 1 2 Bruce Biegel Senior Managing Director Winterberry Group HOW CAN AGENCIES COMPETE? WHAT DO THEY OFFER?
  6. 6. KEY POINTS Presentation The new agency CEO dashboard: Critical ratios and reports This is not an online dashboard. It’s more of a mindset where agencies join the financial mind of a CFO with the CEO’s strategy to grow the business. The differences between new business development and pitching. ● New business = the ongoing process of marketing, generating leads, and converting them to client work. ● Pitching = different teams working on different concepts to pitch the agency’s style, thinking, and creative ideas. 1 Angelo Kritikos CFO Havas Media THE CEO + CFO MINDSET NEW BUSINESS VS. PITCHING2
  7. 7. KEY POINTS Presentation The new agency CEO dashboard: Critical ratios and reports ● Agency level ● Client level ● Employee level Goal should be having junior employees 80% billable and senior employees 60-70% billable. 3 Angelo Kritikos CFO Havas Media THREE LEVELS OF METRICS BILLABLE HOURS AND PRICING4
  8. 8. “Who wants to buy your costs? No one. They’re buying your thinking and ideas. You should charge for that.” - TIM WILLIAMS, IGNITION CONSULTING GROUP
  9. 9. “New business is the second job, not the first job.” - ANGELO KRITIKOS
  10. 10. Marketing
  11. 11. KEY POINTS Presentation Operationalizing digital services: The progression of agency structure Should the Business Digital Leader or the Account Director lead the strategy portion of digital work? Historically, it’s been the Account leader. Now they reco the BDL. ● Digital leadership titles at agencies: Technical producer, Digital strategist, Experience strategist ● New trend: Multi-pitching, where different agency types roll up the best talent for a client. Leveraging their combined expertise, so they can win the work and nurture the relationship. ● Clients need a North star to follow. What is that North Star - Strategy? UI? Storytelling? 1 2 Ben Kennedy VP Market Development and Venture The Integer Group WHO LEADS DIGITAL STRATEGY? HOW TO POSITION FOR THE CLIENT
  12. 12. KEY POINTS Presentation Operationalizing digital services: The progression of agency structure ● Give agency Subject Matter Experts a stage with clients. Let them pitch, teach/mentor + present. ● Digital Business Leaders should be able to lead back-end work (C-Level conversations about roadmapping an agency into an interconnected space, not coding) ● A typical agency process is: Discovery, Design, Development. Take your time and do a thorough discovery! ● Jira to manage work? A more iterative way to scope and change deadlines, etc. ● Be cautious of siloed client teams driving disparate, internal agency teams 3 4 Ben Kennedy VP Market Development and Venture The Integer Group SPOTLIGHTING SPECIALISTS AGENCY PROCESS AND SCOPE
  13. 13. “You just don’t see ‘website agencies’ anymore. If you’re digital, then that’s a given.” - BEN KENNEDY, THE INTEGER GROUP
  14. 14. KEY POINTS Presentation Benchmarking agency sales and marketing performance ● RFPs ● Organic Growth ● Proactive Prospecting Clients want to work with agencies that show they understand their business and can help move it ahead. ● New agency model = ½ management consulting and ½ creative, brand, ideas ● Clients feel agencies lack innovative thinking. Too many legacy people, systems, and cultures. 1 Brent Hodgins Founder Mirren Business Development THREE METHODS OF NEW BIZ MOVING CLIENT BUSINESS FORWARD2
  15. 15. KEY POINTS Presentation Benchmarking agency sales and marketing performance ● Since the AOR (agency of record) is now limited, project-based work will accelerate ● It’s challenging to make project-driven profitable. 3 Brent Hodgins Founder Mirren Business Development AOR vs. PROJECT-BASED WORK
  16. 16. KEY POINTS Presentation Data visualization: Presenting the story behind your data To help companies make business decisions. ● Communicate data/information in 1 second for audiences to understand ● Always tell people what the chart means. Use simple and short headings. ● Chart first, text second (our brains think in images) ● Balance white space/negative space ● Use flat design rather than dimensional so it doesn’t distract from the meaning of the data ● Think about color associations (ones that might already exist out there like Red/Green for Christmas) and avoid bad ones. Make use of contrast. 1 2 Nolan Haims Director Nolan Haims Creative PRIMARY GOAL OF CHARTS/GRAPHS DESIGN CONSIDERATIONS
  17. 17. Model
  18. 18. KEY POINTS Presentation Agency models: The next 5 years ROI continues to be a challenge for agencies. They need to get at real numbers that matter most to their clients. ● Generic ROI is dead ● Agencies need to learn who’s measuring the value of what they’re selling, then speak in their terms Be honest about your capabilities vs. your expertise. Capable means you can do it. Expertise means you’re great at it, you have a lot of experience with it, and can win on it. ● Sell your expertise because that’s what you can charge for 1 Jon Bond Founder Tomorroist ROI FOR AGENCIES CAPABILITIES VS. EXPERTISE2
  19. 19. marketing@widen.com www.widen.com Want to connect with us?

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