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Back in December

Registration opens in September

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 4 live remote sessions of 2 hours or less.

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Now two levels of new business training

Thank you for submitting your request. Full session outlines have been emailed to you.


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 Pitch

Create a Conversion Strategy to Disrupt & Win

Master the Pitch

Uncover & Address the Real Pitch Objectives

Master the Pitch

Write RFIs and Capabilities that Communicate Your Value Story

Master the Pitch

Deliver Final Pitch Presentations that Command the Room & Win

Starts December 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 Prospecting

High-Value Targeting: Identify the Prospects You Can Most Easily Convert

Master Prospecting

Outreach Strategy: Accelerate Your Sales Cycle

Master Prospecting

Outreach Conversion: Generating First Meetings

Master Prospecting

First Meetings: Convert into First Projects

Starts December 2024

(pop up explains how to apply this new series)

Past Mirren workshop attendees have included

Meet your instructors

Laura Matthews Director, Agency Growth Strategy, Mirren About
Sharon Honjiyo Director, Agency Growth Strategy, Mirren About
Cristina Sarnelli Associate Director, Agency Growth Strategy, Mirren About
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

Cristina Sarnelli

Cristina is Associate Director, Agency Growth Strategy at Mirren, a firm that specializes in organic growth and new business training for agencies in digital, PR, advertising, media, experiential, and more. Each year, more than 700 agencies participate in Mirren’s annual conference, training programs, and webinars ( Their team has trained CEOs and their senior management teams in every region around the world.

Cristina brings senior experience in B2B account management and strategy with a special focus in qualitative methodology. In addition to her agency background, she spent time consulting independently and in partnership with a management consulting firm on business growth strategies for brands in categories including luxury accommodations, SaaS, and industrial manufacturing. Her background in client leadership and qualitative analysis provides tremendous insight to her training.

At Mirren, she empowers agency teams by training on the importance of buyer journeys, true qualitative insight, irrefutable logic trails and their impact on agency growth. “I encourage agency teams to embrace the lost art of qualitative to uncover real target audience insights – some of the most valuable IP an agency can provide its clients. Ultimately, the goal is to understand and drive target behavior to make an impact to the client’s bottom line.”

Cristina spent the majority of her career running accounts agency-side in the B2B and B2B2C space for companies like Cox Automotive, Olam, FujiFilm Electronics, and Smithfield Foodservice. In her previous consulting role, she led research and delivered strategies to optimize business operations, R&D, and acquisition strategy for brands including Daxko, Private Suite (P/S), and Trane Technologies.

Originally from the Chicagoland area, Cristina moved to Seattle in 2022.

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.