The Evolution of the Agency Model

16 May  I  8.30AM - 11.15AM

The Soho Hotel

If you're not thinking about, talking about, or dreaming about the evolution of client-agency relationships, are you even in the creative industry?

We get it, it's a hot topic, but it's also a multi-layered, complex debate to be had. Clients are under increased pressure to squeeze as much value out of their budget as possible while delivering results faster than ever. For some, this has meant looking at ways to in-house services they traditionally out-sourced to agencies. For others, it has meant refining their rosters and minimising the number of agencies they're working with.

Whatever the change client-side, it's impacting all corners of the marketing industry and placing pressure on agencies to evolve the services they offer, the way they price and the way they work.

To tackle this lofty topic, we've brought together brand-side marketers, business model transformers, a pricing guru, a procurement consultant and agency new business experts to unpack the topic in three key areas: evolving the agency business model, understanding why and how brands are changing, and transforming agency pricing.

You'll hear from a brand-side marketer, procurement and experts in emerging brand/agency business models, new business and pricing.

What we're talking about


Senior Global Head of Integrated Marcomms (Retail Business)

Kim has over 15 years unique international experience across 70 markets, working with multiple retail, telecoms and electronic brands. Proven success in both B2C & B2B disciplines. Prior to holding several senior positions at Shell over the past 6 years Kim was the EMEA Head of Retail Marketing at HTC, and before that the European Brand & Home Entertainment Marcomms Lead at LG Electronics. She has an intimate knowledge of supporting the right integrated marketing mix to drive change in consumer buying behaviours and how to maximise the power of digital. 


The Soho Hotel, 4 Richmond Mews, London W1D 3DH

Nearest tube station: Tottenham Court Road

Keeping up with changing client needs


With in-housing headlines hitting the trade press on the daily, we'll explore some of the new ways that clients and agencies are working together, from a brand-side perspective.



Our first panel discussion will look at changing client needs, the impact of this on what agencies offer, how agencies can future-proof their business models, and how to sell your agency offering.



In the final stream of the morning we'll take a look at procurement and pricing, attempting to balance the views from brand and agency-side for what will no doubt be a heated debate!

Over the morning our experts will cover


8.30 – 9.00 AM

9.00 – 09.15 AM

Matt Dyment, Entourage

Breakfast & Registration

PANEL 1 // Client-side transformation

09.15 – 09.55 AM

09.55 – 10.35 AM

PANEL 2 //  Reinventing the agency model

How the morning will run

Caroline Johnson, The Business Model Co.

Jim Hawker, Threepipe

Tina Fegent, Procurement Consultant

Caroline has helped agencies including Engine, Karmarama, AKQA, HeyHuman and Dentsu transform their business models by moving away from the old model of selling time and to the new model of selling value. Jim will discuss how Threepipe has evolved their agency model to respond to clients’ changing needs.  Tina brings a brand-side viewpoint to the panel having worked with the likes of Deliveroo, Santander, Google and John Lewis at a strategic level to help identify what is required to make marketing procurement a success within the organisation.

Kim Stoute-Purvis, Shell

Rob Connolly, The Business Model Co

Gellan Watt, Forward – Media Agency 

Kim will introduce us to the Shell 'Agency of the Future' model, taking the brands' marketing and buying functions from being looked after by just one agency holding group to being split between four networks and eight agencies. Rob Connolly has worked with Unilever to research and implement new ways of working with agencies. We'll delve into this model and process to get under the skin of the new models we're seeing brands adopt. Gellan will take us through how have built their in-house media agency 'Forward'  

10.35 – 11.15 AM

Tim Williams, Ignition Consulting Group

Ross Barker, Entourage

Tim works with agencies around the world to transform their pricing practices in a way that enables them to capture more of what they create, cultivate more trusting relationships with their clients and significantly enhance their profitability. Ross brings his expertise in helping agencies position themselves and take their offering to market to attract and convert new clients. He's generated over £30M in agency fees and has worked with agencies all shapes and sizes from big networks to independents who punch well above their weight.

PANEL 3 // Pricing models & agency new Business


Get in touch

020 3176 6900

Don't forget your ticket...

Kim Stoute-Purvis, Shell

Rob Connolly, The Business Model Co

Kim will introduce us to the Shell 'Agency of the Future' model, taking the brands' marketing and buying functions from being looked after by just one agency holding group to being split between four networks and eight agencies. Rob Connolly has worked with Unilever to research and implement new ways of working with agencies. We'll delve into this model and process to get under the skin of the new models we're seeing brands adopt.

11.50 – 12 NOON

Tim Williams is one of the leading voices in the pricing revolution in professional services. As a career agency professional and founder of U.S.-based Ignition Consulting Group, Tim works with firms around the world in the areas of pricing and business strategy. In the process, he has written two books, authored numerous articles for publications like Campaign, Campaign Asia, Admap, Advertising Age, Adweek and Communication Arts and has been interviewed by organizations like The New York Times, The Wall Street Journal, The Economist and The Guardian. 


Founding Partner

Ignition Consulting Group



The Business Model Co.

Caroline brings more than 20 years' management consulting experience to the marketing services sector. Her career originally started in advertising at Grey before taking partner roles in leading management consulting firms. Caroline founded The Clear Partnership in 2010 to specialise in business model transformation for the global marketing services industry. Today, as part of The Business Model Company Caroline leads teams that continue to develop world leading IP and proven programme methodology, advising network agencies and leading independents within the UK and US, creating compelling case studies for future-fit and commercially transformed agency models.



Tina Fegent

Tina Fegent has an unique background having worked for both clients and agencies and was one of the first globally to get involved in Marketing Procurement. She established many of the 1st Marketing Procurement teams in the UK for Cellnet (Telefonica), SB (GSK) and Orange & France Telecom. From Lucozade Sports bottles to Orange Arrows Formula One Racing, there isn’t a category of marketing that she hasn’t procured. Tina was the 1st Procurement person to work agency side at Grey Advertising as their Commercial Director, and then worked in the same role at Lowe Advertising. This critical experience taught her how agencies work commercially.



The Business Model Co.

Rob cut his teeth at WCRS and DDB London before working with the highly successful Blink Productions. After developing and launching Blinkart (Blink's photography and illustration division) Rob moved to Dentsu Europe as Business Strategy Director, to help launch, buy, rebrand, merge, sell and grow Dentsu's assets in Europe. After Dentsu's acquisition of STEAK Digital, Rob as CEO, led its rebranding as 360i London. Teaming 16 years' experience coupled with his passion for business strategy, Rob launched The Inside Partnership with the goal to help deliver business changing models to brands who knew they needed to change but just didn't know how to do it.




Ross has over 10 years experience within the Marketing and Business Development Industry and has worked both client and agency side. Having purchased hundreds of agency services and generated over £30M in agency fees, he brings a unique insight to the new business process from both sides of the fence.


Chief Commerical Officer / Forward Agency

Gellan Watt is an award-winning agency founder, brand strategist and creative. He and his partners successfully exited The Emerge Group in 2016 (£60m turnover - Thinking Juice, Aylesworth Fleming, Space and Time, Adgenda Media, Marketing Matters). Today, Gellan is Chief Commercial Officer of Forward, lastminute.coms media company, working on innovation and consulting, including Playbook - the UK's first pureplay in-housing consultancy.




Jim is Co-Founder of Threepipe, a PR agency he started in 2004 and which is now 90 people following a merger with a performance marketing agency and the acquisitions of SEO and creative agencies. Threepipe has reorganised internally to provide client facing teams with multi-channel expertise (across PR, SEO, social, search, display, analytics) and which are underpinned by planning and creative resource. The agency runs brand and performance campaigns for the likes of Nike, Oracle, Sweaty Betty, Panasonic and The NFL and featured as one of The Drum’s top 10 independent UK agencies.