New Business Leadership Transformation Group Meeting

Dec 1, 2017

The practice of new business is more complicated now than it has ever been. The competitor set has widened, the list of stakeholders grows and the obstacle course to success is tough. This is why we have created the ICA’s New Business Leadership Group, one of eight new Transformation networks aimed at bringing the sector together to drive growth.

Joining us in this session will be Brent Hodgins, managing partner of Mirren, a firm that specializes in 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 conference, training programs and webinars (www.mirren.com).

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 total 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 pitching, 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 room.”

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

We invite all of those with responsibility for business development within ICA member agencies to join us to share experiences of the market, listen to expert opinion and help co-create solutions to drive better performance. Register here.


Insitute of Communication Agencies
2300 Yonge Street, Suite 3002
Toronto, Ontario M4P1E4

For further information please contact Scott Knox (scott@theica.ca or +1 416 482 1396 x225)