Announcing SAGE – agency wisdom from adland’s most experienced warriors



Some of Australia’s best-known and most successful executives are to share the secrets of running a successful agency in a one-day masterclass organised by Mumbrella’s industry intelligence tool The Source.


SAGE logo

SAGE – Secrets of Agency Excellence – will take place in Melbourne on November 20 and in Sydney on November 21.

The full day events will see a series of presentations and discussions on many of the key aspects required for an agency – and its staff – to succeed.

The sessions include how to create a good agency culture and nurture talent; how to put strategy at the heart of your agency; innovation; case studies on creativity in action; the secrets of managing client relationships; how to PR your agency to the trade press and beyond; how to win new business; and how to ensure ongoing commercial success.

SAGE is designed for people working in agency management or business roles, or those aspiring to do so. Panellists will offer useful advice applicable to those working in big agencies or smaller independents. It will also be helpful for people working client-side involved in managing agency relationships.

Covers_media_FNL Covers_creative_FNLIn addition, the events will see the publication of the findings of The Agency Review – a book written by Mumbrella’s journalists offering an authoritative assessment of every one of Australia’s 50 largest and emerging media and creative agencies, along with a survey of the views of Mumbrella’s readership and a panel of experts.

Panelists for the first session – covering account management and how to keep clients happy – can be revealed today.

In Sydney, they are media veteran Barry O’Brien, Enth Degree’s Virginia Smirniotis, Faulkner Media Management’s Carly Bedford and Leo Burnett’s Peter Bosilkovski.

In Melbourne, they are Ten GM Russel Howcroft; OMD boss Steve Sinha, AJF cofounder Andrew Fabbro and Aprais’s Richard Goodrich.

Sydney session:

barry_obrien_phdO’Brien was most recently chief sales officer for the Ten network. But he is best known as a media agency CEO with one of the best client retention records in the business. He was founder and CEO of Total Advertising, and led its highly successful relaunch as PHD.

Smirniotis is agency relationship consultancy Enth Degree’s value management director. She has more than a decade of experience across marketing and media strategy in various markets across the world.

Bedford has been at media benchmarker Faulkner for more than six years where she is client services director.

And Bosilkovski is client services director at Leos, having risen through the ranks of being the youngest ever group account director at JWT and an inductee to the WPP worldwide high achiever program. He helped deliver the agency its highest ever client satisfaction results in the network for its relationship with J&J and Netle. He has been with Leos for four years during which time he led the agency winning client Diageo’s vendor of the year award.

Melbourne session:

Russell HowcroftHowcroft is one of Australia’s best known champions of adland. He was previously CEO of Y&R Brands and is a weekly panelist on Gruen Planet. His current role is GM of the Ten network.

Sinha is managing director of OMD Melbourne and has a quarter of a century of agency experience ranging from Saatchi & Saatchi and WCRS in the UK to Carat and OMD locally.

Fabbro co-founded AJF Partnership nearly nine years ago. The agency is one of Melbourne’s most respected creative independents. He is highly experienced in agency management, including client relationships and business prospecting.

Goodrich has three decades of agency and marketing management experience. He has worked with Aprais for more than ten years helping client and agencies improve their professional relationships.

SAGE is priced at just $495 per head. The price also includes a  copy of The Agency Review 2013/14, usually priced at $125. An early bird discount of $100 is available until November 1.

For further details and to make bookings, click here.



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