Future-Proofing Your Agency

Workshop with Brent Hodgins, MD of Mirren Business Development

Are you prepared? Whether or not the economy shifts, laying a rock solid foundation for consistent growth over time is critical - particularly with the continued trends that involve in-housing, consultancies, and marketing technology.

In this hands-on workshop, you will collaborate with other agencies, as you work through a series of principles, methods and exercises to begin future-proofing your agency.

You will conduct several audits of your positioning, target clients, talent, and service offering to ensure you are innovating quickly enough. In fact, you will outline a plan to drive future growth.

Brent Hodgins is talking through the agenda of his workshop.

Over the course you will cover:

Future Growth Assessment

  • Identify the growth opportunities for your agency and the specific challenges holding you back from capitalizing on those opportunities.

Capabilities/Service Offering Assessment

  • Confirm those capabilities and services that will provide the greatest margins in the five years ahead.

Talent Assessment

  • Confirm whether or not "talent upgrading" will be required to move your agency to a stronger position for the future.

Positioning Assessment

  • Given where client needs (and the competitive set) will be in five years, how should you begin evolving your agency's position - right now?

Resource Implications

  • Given the implications of your assessments, you'll begin to outline the specific resources and assets you need to develop as you begin driving forward.

Growth Plan

  • Completing the session, you will outline the most important next steps to begin improving your capabilities, talent, and resources for future growth.

You will leave this session with a specific action plan, including next steps you can immediately begin implementing. Be prepared to be put to work as you address the future of your agency.

Who Should Attend?

Those involved in the future direction of your agency, such as CEOs, management team members, client services directors, and new business directors. We recommend bringing several team members, as working together in the breakout exercises will deepen the learning and better enable you to implement the new approach back at your agency.


£175 +VAT for IPA member agencies

£225 +VAT for non-members

Brent Hodgins, Managing Director, Mirren Business Development

Brent Hodgins is the Managing Director at Mirren, a firm that specialises in organic growth and new business training for agencies in digital, PR, advertising, promotions, experiential and design.

Each year, more than 700 agencies now participate in Mirren’s annual conferences, training programs and webinars. Brent has trained CEOs and their senior management teams in every major region around the world. He is highly competitive as he pushes himself, his Mirren team, and his clients to accept nothing less than a commitment to growth.

His approach to converting business is down to a science – strategic and methodical – but often contrarian. In fact, he believes you have no choice but to break many rules of prospecting and competitive reviews, as the process is purposely designed by clients to commoditize agencies. He also believes that agencies need to stop bowing down to clients and command the respect they deserve. “As soon as you put the client up on a pedestal, it’s a downward spiral from there. If you bring a high level of expertise to the table, then take a stand and command the respect you deserve.”

Brent began his career in account management at Leo Burnett, where he worked on Kellogg’s, Johnson & Johnson and McDonald’s. Later at TBWA, he launched their digital group in New York, before moving into new business at Wieden+Kennedy. He regularly guest lectures at NYU Stern and Columbia business schools.

Last updated 21 January 2022