IAPI are delighted to host an “in-conversation with” breakfast on May 11th, 8:30am, at FUEL Studios, Camden St. featuring two celebrated practitioners who have, over the past number of years, formed an extraordinary partnership which has led to transformative growth for their agencies and their brands.
Designed for senior agency professionals, our guest speakers, Laurence Green and Ross Farquhar promise to provoke, inspire, and entertain.
A spirit of optimism will prevail throughout in this relatively informal and conversational session. Laurence and Ross will share a plethora or examples and anecdotes that help to bring theories to life, and, most importantly, will provide key take-aways that you can apply to your own business.
At this one-off breakfast event for agency leaders, Laurence Green, Co-founder Fallon London and 101, and Ross Farquhar, Marketing Director, Little Moons and Co-founder 101 provide insights into business growth for agencies. As agency leader and client respectively during Cadbury’s advertising heyday; start-uppers and business partners at 101 before its sale to MullenLowe in 2017; IPA Effectiveness Awards winners across brands as diverse as Skoda, Wagamama and Wispa they will share some of the growth habits that winning agencies and brand-owners of all sizes nurture and sustain…
They will share their stories on:
- How not to bet the farm on The Pitch and how to spread bet against growth initiatives instead.
- How agencies and clients can be genuine business partners.
- How creativity (and growth) can flourish between the lines.
- How effectiveness and ‘brand’ underpin it all.
Building on their own experience of best practice as agency and client colleagues, this thought-provoking presentation and Q&A is designed for business directors and strategists at creative and media agencies, and for brand-owners and managers looking to scale their business.
“Growth is always part conscious effort and part good fortune… but I look forward to sharing the lessons I’ve learned about getting yourself into the right place at the right time,” says Ross.
“Agencies should be more like brand-owners in their quest for growth,” says Laurence.
Laurence Green has started, grown and exited two multiple award-winning creative agencies: Fallon London (twice Campaign magazine’s Agency of the Year); and 101 (runner-up as Ad Age’s Best International Small Agency).
Across the course of his career, he has worked as a strategist and business director on some of the world’s best brands and campaigns, twice-winner of both the Cannes Grand Prix and Agency of the Year at the IPA Effectiveness Awards. Laurence is now an independent adviser to creative businesses of all stripes.
"They over-prioritise activation at the point of purchase (pitching), and under-prioritise their own brands.
They look for the big, transformational win rather than the small, well-nurtured and steadily grown relationship (not unlike brand-owners hooked on NPD at the expense of core).
They hunt for clients they’ve little tie to but who happen to be in the market for a new partner, rather than filling their own purchase funnels with prospects.
Well, perhaps it’s time for agencies to take more of their own advice. To build powerful agency brands that act as magnets for good clients. To grow relationships from small to big through careful and insightful client management.”
Ross Farquhar is Marketing Director at Little Moons, makers of mochi ice cream. Little Moons are bite-sized balls of artisan gelato wrapped in soft-sweet mochi dough, and Ross is charged with accelerating already impressive growth across Europe and introducing mochi ice cream to the masses.
Prior to joining Little Moons Ross’ career took him across agency and client lines, starting with Cadbury and Diageo before joining creative agency 101. He later returned client-side as CMO at wagamama.
“To prioritise good prospects for whom the agency is likely to be excellent at meeting their needs, rather than indiscriminately pitching for any assignment so long as it’s ‘big’," according to Ross Farquhar, Marketing Director, Little Moons.
Perhaps it’s time for agencies to become best-in-class brand managers?
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Add to Calendar 2023-05-11 08:30:00 2023-05-11 10:30:00 Europe/Dublin How Agencies Grow: An antidote to the fast & furious world of pitching Find out how to grow your agency! Fuel, Camden Street Lower, Saint Kevin's, D02 FW54 IAPI info@iapi.com
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Add to Calendar 2023-05-11 08:30:00 2023-05-11 10:30:00 Europe/Dublin How Agencies Grow: An antidote to the fast & furious world of pitching Find out how to grow your agency! Fuel, Camden Street Lower, Saint Kevin's, D02 FW54 IAPI info@iapi.com