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Madison Avenue Manslaughter author to open SAGE – Secrets of Agency Excellence conference, as program is revealed

The author of one of the most influential books charting the changes of the agency business model, Michael Farmer is to deliver the opening keynote at this year’s SAGE – Secrets of Agency Excellence conference.

Michael FarmerMadison Avenue Manslaughter author Farmer, who runs strategic marketing consultancy Farmer & Co, will deliver a keynote address talking about factors that have weakened the multinational agency business model and the opportunity this has created for independent agencies.

The book was launched at last year’s Cannes Festival and covers the key trends that have weakened the agency business model in recent years including: the shift from commissions to fees;  brand globalisation; the rise of holding companies; client obsession with shareholder value; and the digital revolution.

Madison Avenue ManslaughterFarmer will also talk about the steps agencies can take to ensure their business model is built for the fragmented media world.

“Multinational agencies are so beholden to the notion of making profits and have been sacrificing their own capabilities in servicing their clients,” said Farmer.

“Marketers have responded by firing them frequently – the average relationship is only two or three years – paying them very little money. Many CMOs remain dissatisfied and insecure about how they achieve brand growth.

“I see a large void in the marketplace which I think smaller agencies, who are able to be more emphatic to solving this brand problem and who are less wedded to outdated notions of creativity, have a real opportunity.”

SAGE takes place at the Swissotel in Sydney on October 12, and is designed to help provide practical advice from industry leaders to help independent and boutique agencies solve the business challenges they are facing.SAGE

Joining Farmer on the program will be Chris Savage, former COO of STW Group, whose session on new business strategy was one of the most popular sessions of SAGE 2015. This year Savage will be presenting on the topic of agency differentiation and what makes independent agencies stand out from their competitors.

Chris Savage speaking at last year's SAGE 2015.

Chris Savage speaking at last year’s SAGE 2015 conference.

Other sessions include strategic business advisors William and Sangeeta Leach, who will be speaking on the keys to unlocking your agency’s growth, while a panel of new business specialists, including TrinityP3’s Nathan Hodges, New Business Methodology’s Julia Vargiu and Navigare’s Jeff Estok will provide real life lessons on how to win new business.

Navigare's Jeff Estok, New Business' Julia Varigu and TrinityP3's Nathan Hodges.

Navigare’s Jeff Estok, New Business’ Julia Varigu and TrinityP3’s Nathan Hodges.

SAGE 2016 will also see the return of another popular session from last year, The Confessions of a CMO, where three former chief marketers reveal the biggest mistakes made by agencies. The panel for this session along with the rest of the SAGE program will be announced next month.

To view the SAGE 2015 program and find out how to buy discounted early bird tickets, click here.

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