Brent is the Managing Director at Mirren, a firm that specializes in strategy, organic growth and 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. Brent has trained CEOs and their senior management teams in every major region around the world.
His approach to converting business is down to a science – strategic and methodical – but often contrarian. In fact, as the process is purposely designed by clients to commoditize agencies, he believes you have no choice but to break many of the rules in new business. 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 respect you deserve. And this starts by becoming a business partner to your client.”
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 their digital group in New York, before moving into new business at Wieden + Kennedy. He regularly guest lectures at NYU Stern and Columbia business schools.
After 17 years in New York, Brent recently moved to Seattle to open Mirren’s west coast office. He resides in the Ballard area with his wife and son.