TODO: Apostrophes in names is currently causing an issue Sharon Honjiyo – Mirren Live: May 7-8, 2024
Mirren

Sharon Honjiyo

Director of Agency Growth Strategy
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

This Speaker's Sessions

Gen Alpha: Understanding the Buying Power of This New Generation

May 7, 2024 | 9:45 am
While the oldest are only 14 years old, they’re already influencing the purchase behavior of families like no generation before. With completely different values, attitudes, and habits, they stand to disrupt the plans of many brands. After unpacking the key trends behind this new generation, we’ll then look at how agencies can best turn new Gen Alpha insight into more work with clients.

Session Format:
This special one-hour session will consist of a 40-minute presentation from our guest Analyst from Mintel, followed by a group discussion with 15 - 20 industry peers.

Agency Limit Note:
Only 1 person per agency may join each Mastermind session.


Sign-Up Required:
Week of April 22nd, all attendees will receive an email with sign-up instructions.

Turn Your Teams Into Hunters: Sell More Capabilities to More Clients

May 7, 2024 | 11:00 am
As the dysfunction of RFPs continues to create challenges, more agencies have become more aggressive with Organic Growth. At the same time, when more proactively leaning in with clients, satisfaction, tenure, and profits increase dramatically.

However, most client-facing teams resist, as they have no desire to feel like salespeople or be pushed into a new business mindset.

There’s a better way.

Based on training hundreds of agencies on the most effective strategies for Organic Growth, Laura and Sharon will outline how to shift your agency’s culture to one of being more assertive – pursuing more work from more clients, more consistently. Importantly, they’ll outline the four critical skills your teams must master and how you can instill those abilities. This will include outlining the single best approach for pinpointing new ideas clients will actually want to buy.

Organic Growth: How We're Selling More Capabilities to More Clients

May 8, 2024 | 2:00 pm
Organic Growth remains one of the most profitable sources of new revenue. You have a relationship, the door is open, and you know the client’s business – plus, you don't have to deal with an expensive pitch process.

This group of agency leaders will come together to discuss the different methods they’re using to grow their clients. Be prepared to share (and take away) new ideas.

Discussion Format:
These special one-hour interactive sessions provide the rare opportunity to connect with a group of 15 - 20 industry peers. Focused on a critical industry topic, you’ll be able to share your thoughts, ask questions, and learn from others. All are moderated by a subject matter expert and open to in-person and virtual attendees.

The premise is that collective learning from a group of sharp minds will improve the performance of everyone.

Agency Limit Note:
Only 1 person per agency may join each Mastermind Session.Sign-Up Required:
Week of April 22nd, all attendees will receive an email with sign-up instructions.

New Business Directors: Overcoming the Challenges of Our Agencies & Pitch Teams
For Virtual Attendees Only

May 8, 2024 | 3:15 pm
There is no doubt, no role is tougher than running new business. Here, biz dev directors will come together for a collaborative look at overcoming some of the biggest challenges. 

The group will tackle topics such as: working as one efficient, focused, unified team; who should (and not) lead pitches; who should be in the room; removing weak presenters; securing the resources required to win business; getting more commitment from pitch team members; and more. Expect a lively – and constructive – discussion.   

Discussion Format:
These special one-hour interactive sessions provide the rare opportunity to connect with a group of 15 - 20 industry peers. Focused on a critical industry topic, you’ll be able to share your thoughts, ask questions, and learn from others. All are moderated by a subject matter expert and open to in-person and virtual attendees.

The premise is that collective learning from a group of sharp minds will improve the performance of everyone. 

Agency Limit Note:
Only 1 person per agency may join each Mastermind Session.

Sign-Up Required:
Week of April 22nd, all attendees will receive an email with sign-up instructions.

The New Skills Generating Organic Growth

For All Access Virtual Registrations:
2 Part Series: May 23, June 13

May 16, 2024 | 1:00 pm

Session 1: May 23, 1-2:30 pm ET

Getting More Work from Difficult Clients

Speaker: A Better View Consulting: John Gleason, CEO

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As a former P&G client and procurement executive, John has engaged hundreds of agencies. Leveraging this critical client-side insight, he’ll shed new light on how clients are now assessing, selecting, and negotiating with their agencies.
In particular, he will dive into how to work with clients that can be a little more difficult:

  • Why some clients are less accessible, don’t understand your value, and can be challenging negotiators
  • What it now takes to establish a strong partnership-based relationship
  • The objectives of senior clients and procurement
  • How clients are now negotiating fee reductions
  • How to make two critical investments that will increase your value with senior clients and procurement – resulting in more work for the agency
Ultimately, this session will address how to more effectively engage senior decision-makers and gatekeepers, get more work, negotiate better terms, and develop stronger partnerships.



Session 2: June 13, 1-2 pm ET

Stop Getting Pigeonholed: Selling Current Clients on New Capabilities

Speaker: Sharon Honjiyo, Director of Agency Growth Strategy

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It’s not uncommon that agencies get pigeonholed with their clients. Whatever type of work you provide at the outset of the relationship, can unfortunately, set a precedent for the future. Clients can be resistant to using more of your agency’s capabilities.
The good news is that there’s a fix for this. In this session, we’ll take a look at a few steps you can take to persuade clients to use more of your capabilities – potentially even stealing business from other roster agencies. Ultimately, the goal is to capture a greater share of each client’s spend.