Positioning Your Agency's Expertise to Drive Premium Growth in the AI Era
Marketers no longer value "everything under one roof" or "faster for less," unless they're prioritizing convenience over quality or have limited resources to manage specialist partners. The larger, sophisticated clients seek something far more challenging—strategic expertise, measurable outcomes, and innovation that AI and in-house teams can't replicate.
With 74% of brands shifting to outcome-based pricing in response to AI's impact, the market is rewarding firms that have focused strategic expertise—whether in who they serve, what they deliver, or their approach—and most importantly, can demonstrate measurable value. It’s the agencies whose business relies heavily on execution or production revenue that will struggle in this new reality. Stagnant revenue and plateaued growth are the starting symptoms.
This shift demands a fundamental business decision: focusing your positioning strategy to drive growth and profitability. One agency transformed from a traditional full-service firm into a focused partner that addresses specific high-value problems for specific types of brands. After this strategic repositioning, their income jumped 39% and revenue from right-fit clients nearly doubled from 36% to 73%—proof that a clear positioning strategy drives both growth and client quality.
This workshop will show you how to develop a positioning strategy that becomes your core business strategy, helping you align every aspect of your agency—from services to pricing to talent—with evolving client demands to build a future-ready firm that thrives in the AI era.
WHAT YOU WILL LEARN
In this session, you'll discover:
How to develop a positioning strategy that commands premium prices and increases win rates with sophisticated clients
How to clarify and leverage your agency's true differentiators to win high-value opportunities that generalist firms and other competitors can't touch
A proven framework for transforming your service offering from "everything to everyone" to high-margin solutions that clients value most
Many examples of agencies positioning themselves based on their strategic expertise, and integrating AI with traditional offerings to elevate their strategic value
Practical steps to align your team, offerings, and go-to-market approach with your new positioning to drive immediate results
WHO SHOULD ATTEND
CEOs, COOs, Presidents, and Managing Directors seeking scalable, high-margin growth.
CFOs wanting to align pricing and profitability with measurable client outcomes.
New Business and Account Growth Leaders wanting to improve win rates and secure premium clients.
Talent Recruitment Leaders wanting to attract top-tier talent aligned with your agency’s future-focused positioning.
ABOUT THE PRESENTER
Brian Kessman helps agency leaders drive scalable, high-margin growth by transforming three core areas: positioning their expertise to command premium fees and win more business, productizing their value to create predictable revenue streams, and designing AI-aligned operating models that drive efficiency and innovation.
As Founder of Lodestar Agency Consulting, he guides agencies in monetizing their expertise through repeatable, high-value solutions that strengthen both competitive position and operational performance. His clients achieve what matters most: higher win rates with ideal clients, stronger pricing power, diversified revenue streams that scale beyond headcount, and modernized operations that deliver measurable impact.
Drawing from over 20 years of agency and software leadership experience, Brian combines proven Agile and Lean principles and practices to drive rapid transformation. His practical framework has earned him a place on the 4A's Expert Network and speaking engagements with Mirren, AMIN Worldwide, and other leading industry associations.