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An intensive face to face workshop aimed at Senior Leadership level which focuses on; –

  • Value-Based Pricing + Performance-Based Pricing
  • The shift away from input-based prices (rate cards), to pricing based on TEV (total economic value) to the client. ‘The Pricing Thermometer’
  • Offering multiple prices, phased engagements and stand-alone strategic diagnostics to increase chances of reaching a deal and longer term client commitment
  • Why would we productise our offerings: USP = premium price opportunity
  • Positioning before Pricing: are you seen as the Experts? Achieving differentiation to boost price / profit
  • What are the best Agencies doing to become great at Pricing?
  • Zero Based Budgeting. What might clients ask for and how can we respond?
  • How to ask for the budget?
  • Discounting: when is it ok to discount? Dangers of discounting
  • Pricing resources: books, blogs, website, podcasts


  • Senior Leadership. CEO, MD, Commercial Director, Finance Director
  • Group size 12 delegates maximum


10th October


9.30am to 4.30pm


Stuart Dunk has over 14 years’ experience in both marketing agencies, and client side in marketing procurement and is focused on sharing that experience to boost agency effectiveness and profitability.

Previous roles have spanned both global and regional positions in organisations across FMCG, online sports betting, sports retail, and the public sector, at Nike, Reckitt Benckiser, Danone,, and the London Olympics.

He has led teams and been responsible for the relationships with senior leaders across marketing, legal, hr and procurement talent planning, finance, procurement, and of course the suppliers.

Responsible for the end to end sourcing strategy and implementation of hundreds of marketing procurement projects, from needs analysis and business case building, to RFIs, RFPs, negotiations and contracts, remuneration models + performance management, plus all associated project management, internal communications and adoption.

Taking these past experiences engaging across marketing and partnering on all agency-facing processes, I’m passionate about helping brands and agencies achieve business and marketing objectives, whether internal or consumer-facing.


Tuesday 10 October 2023 9:30 am - 4:30 pm


In Person
In Person
Full Day

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Ticket Type Price Spaces
Member Price £895+VAT £895.00
Non-Member Price £1295+VAT £1,295.00

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