Pricing for Success workshop

This interactive and bespoke workshop provides leaders with the tools needed to innovate with pricing.

Have you ever assumed that agencies need a long-term, well-established relationship with the client before the topic of pricing is broached?

This interactive afternoon session will aim to dispel this myth, and show that agencies can be innovative with pricing no matter the length of the client relationship.

An extension of the practical guide Pricing for Success part 2 (presented at the 2020 Business Growth Conference), this bespoke workshop has been designed for those involved in shaping the future direction of an agency.

It will give agency leaders tools and practical advice they need to price differently, in a way that is appropriate to their products, services and the current client relationship.

Dan Forman (former Global COO, WPP) and Alchemists (authors of the IPA white paper) will work through a set of process steps and help attendees to learn how to select the most appropriate commercial components for any agency assignment.


  • Introduction
  • Setting the scene
  • Exploring the key components of commercial relationships
  • Understanding the pricing factors and process
  • Break
  • Case study: an introduction
  • Applying the process to the case study (in breakout groups)
  • Regroup and analysis
  • Tips, hints and tricks to identify the best components for your partnerships
  • Q&A
  • Closing remarks
  • Close


This workshop is a must-attend for anyone who wants to be better equipped to design and deliver more forward-facing commercial models in partnership with their clients.” – Sara Tate, CEO, TBWA

An informative and highly relevant training session for any agency leader looking to provide the most comprehensive, competitive and appropriate commercial structure to their prospects and clients' business” – Pedro Martins, Head of New Business, Total Media

Last updated 21 January 2022