Transformational Revenue Models for Agencies

JUNE 4, 2019 – 1-day Workshop

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Agencies struggle to get paid for the value they create, not just because they aren't charging enough, but because they're selling the wrong thing to their clients in the first place. Agencies are stuck in the deeply unproductive practice of negotiating their costs, instead of selling their value. The result has been a 20-year decline in agency profitability. It's not too late to reverse this trend! Agencies can join the pricing revolution that has swept through global business over the past two decades. 

During this thought-provoking workshop, you'll explore the many progressive pricing strategies used by today's businesses & be shown how they can easily apply to professional services like marketing, advertising & communications agencies. Come prepared to roll up your sleeves & be inspired to develop your competincies as a professional seller, better equipped to deal with the professional buyers on the other side of the table.


  • How to charge for the value of outputs vs. the cost of inputs
  • How to change the conversation by adopting the language of value in place of the language of cost
  • How & why to implement top-down pricing in place of bottom-up costing
  • Essential strategies for dealing more effectively with procurement professionals
  • Trading your rate card for a "pricing stack"
  • How to inject more value into your offerings by re-engineering agency services as solution sets
  • The power of presenting pricing options
  • How improving your pricing by just 1% can produce an 11% improvement in your profits
  • Practical ways to implement these new pricing strategies in your agency tomorrow!


For CEO, CFO & COO, GM, MD senior executive management. Value pricing paradigms start at the top!


Tim Williams

Tim Williams is one of the foremost authorities on pricing & business strategies for professional firms. Tim's workshops have been seen by agency audiences on every continent, and his books & articles have helped inform the strategies & busienss models of thousands of firms across the globe. In his role as founder of Ignition Consulting Group, Tim has worked with firms ranging from mid-size independents to multinational agency netowrks & corporate headquarters of the major agency holding companies.SCHEDULE:

8:30 am to 9:00 amRegistration & Light Breakfast
9:00 am to 10:30 amSession
10:30 am to 10:45 amMorning Break
10:45 am to 12:15 pmSession
12:15 pm to 1:15 pmBYOLunch
1:15 pm to 2:45 pmSession
2:45pm to 3:00 pmAfternoon Break
3:00 pm to 5:00 pmSession


  • Limited space.
  • Lunch isn’t provided.


CA$1,495 – CA$2,250


Institute of Communication Agencies
2300 Yonge Street, Suite 3002
30th Floor
Toronto, Ontario M4P 1E4

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  No refunds available as of nine business days prior to the program start date.
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