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October Series Sold Out
Back early 2024

Choose Your Level  

Who it's for

This training series is designed for senior cross-functional team members throughout the agency who play an active role in new business pursuits.

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Why it matters

The agency new business landscape has changed dramatically and has no shortage of challenges – increasing commoditization, remote pitches, client in-housing, and budget limitations, to name just a few. In this new training series, learn new models and best practices you can immediately apply to capitalize on every new business opportunity.

How it works

This certification training program has two levels to choose from: (Level One) Master the Pitch: The Four New Skills and (Level Two) Master Prospecting: Methodically Target & Convert Leads. Each level has four live remote sessions of two hours or less.

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Now two levels of new business training


Master the Pitch: The Four New Skills

Completely elevate your agency’s approach to winning competitive reviews with new methods you can replicate across all pitches. In this series, we address the Four New Skills critical in converting more competitive reviews/RFPs.
Master the PitchCreate a Conversion Strategy to Disrupt & Win

Master the PitchUncover & Address the Real Pitch Objectives

Master the PitchWrite RFIs and Capabilities that Communicate Your Value Story

Master the PitchDeliver Final Pitch Presentations that Command the Room & Win

Starts Early 2024

Master Prospecting: Methodically Target & Convert Leads

When done well, proactive prospecting can open new doors in a matter of weeks. In this series, your teams will learn a new approach that more methodically brings new clients into your agency.
Mastering ProspectingHigh-Value Targeting: Identify the Prospects You Can Most Easily Convert

Master ProspectingOutreach Strategy: Accelerate Your Sales Cycle

Master ProspectingOutreach Conversion: Generating First Meetings

Master ProspectingFirst Meetings: Convert into First Projects

Starts Early 2024

(pop up explains how to apply this new series)

Past Mirren Account Mastery attendees have included

Meet your instructors

Brent Hodgins Managing Director, Mirren About
Laura Matthews Director, Agency Growth Strategy, Mirren About
Sharon Honjiyo Director, Agency Growth Strategy, Mirren About
Brent Hodgins

Brent is the Managing Director at Mirren and specializes in training agency teams how to master client leadership, strategy, organic growth and new business. Ultimately, the goal is to have agencies become indispsensable strategic partners with their clients.

 He can also be heard encouraging agency teams to be careful of submissively bowing down to clients. “As soon as you put the client up on a pedestal, you lower your position in their mind. 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 – as a peer.”

 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 ran the digital group in New York, before moving into new business at Wieden + Kennedy.

After 10 years in New York, Mirren moved its offices to Seattle. Brent resides in the Ballard area with his wife and son.

Laura Matthews

Laura is Director of Agency Growth Strategy at Mirren. She brings experience across a range of industries and agencies (digital, full service, PR) – giving her a well-rounded perspective in her training.

 At Mirren, Laura trains agency teams on client retention, growth, strategy, and new business. In particular, she believes agencies need to lean in more with their clients. “Too often, agencies limit themselves to a vendor role where they’re seen as order takers. The most successful agencies make the effort to deeply understand their clients’ categories and bottom-line goals, and deliver work that is clearly positioned to impact those goals.”

 Laura spent nearly six years with VMLY&R, where she led work for Bridgestone, Tennessee Tourism, and Intel, among other brands.

 Originally from South Carolina, Laura moved to Seattle in 2019 after spending a decade in Nashville, TN.

Sharon Honjiyo

Sharon is Director of Agency Growth Strategy at Mirren. She brings senior experience for the agency and client-side. As head of brand marketing at Holland America, she ran their agency rosters and competitive reviews. In her agency tenure, she ran accounts, strategy and new business pitches. All combined, this brings tremendous insight to her training. 

At Mirren, she empowers agency teams to become more proactive and strategic business partners. In fact, she believes there are many untapped revenue opportunities for agencies. “As a client, I regularly experienced my agencies missing many of our strategic needs that would have resulted in significant additional work.”

Sharon led account management and strategy at a number of agencies, including DDB, HL2 and Hornall Anderson Design. Prior to joining Mirren, she ran the brand marketing team at Holland America, a premium cruise line within Carnival Corporation – the world’s largest leisure travel company. 

Originally from San Francisco, Sharon currently lives in Seattle with her husband

About Mirren

Mirren is a training firm that specializes in providing agency teams with the skills to capture a greater share of each client’s spend. Our team has experience client-side and at agencies that include Wieden + Kennedy, TBWA and VMLY&R.

We provide the new methods, models and tools to have agency teams more effectively lead clients, become indispensable partners, generate organic growth, and win more new business.

In addition to this training series, we provide Custom Training for agency teams and produce Mirren Live, the annual event focused on agency industry innovation and creativity.