A Provocative Two-Part Executive Workshop
Join Brian Kessman, co-author of the newly published global VoxComm paper ‘Redesigning the Agency Value Model’, Co-Founder of the Value Model Institute and Founder of Lodestar Agency Consulting to rebuild your commercial model, decouple revenue from hours, and safeguard long-term profitability.
Workshop overview
A joint initiative by Advertising Council Australia and Media Federation of Australia, exclusive to ACA and MFA members.
With 64%* of agency leaders citing margin compression and AI disruption as urgent operational threats, traditional billable-hour models are actively penalising efficiency. Changing how you price without changing what you sell leaves your profit margins exposed.
Grounded in interviews with agency leaders around the world, this provocative two-part workshop provides the practical steps to transform capability-led services into high-margin, repeatable products and transition away from hours-based billing.
*2026 ACA Member Pulse Survey
what you'll learn
- Day 1: Commercial Model Reform
Uncover why standard billable-hour models fail and learn practical frameworks to decouple agency revenue from time spent. - Day 2: Productising Your Services
Turn capability-led services into high-margin, repeatable products using exclusive global and local diagnostic benchmark insights.
Key Takeaways:
- Practical frameworks to transition from hours-based billing to value and outcome-based pricing models.
- Operational restructuring techniques to integrate AI into agency workflows without sacrificing revenue.
- Concrete methods to turn bespoke agency capabilities into standardised, high-value productised offerings.
- Analysis of aggregated diagnostic benchmark data from participating ACA and MFA members.
Participants will have access to exclusive, advanced pre-reading and a 5-minute pre-session diagnostic tool.
Slides and recordings are available for 90 days to enrolled members following the sessions.
Workshop Details
DATES & TIME:
- Part 1: Thursday, 19 November | 12:00 pm – 1:15 pm AEDT
- Part 2: Friday, 20 November | 12:00 pm – 1:15 pm AEDT
DURATION: 75 minutes per session (60 mins presentation and 15 mins Q&A)
PRICE: $500 ex GST per person (Includes full access to both sessions; exclusive rate for ACA & MFA Members)
About Brian Kessman
Brian Kessman is the Founder of Lodestar Agency Consulting and co-author (with Tim Williams) of the newly published VoxComm guidance paper ‘Redesigning the Agency Value Model’. Brian and Tim have also co-founded the Value Model Institute.
Lodestar helps agency leaders redesign their commercial operations, service offerings, and pricing structures to build financially resilient, forward-looking business models. Brian has worked with agency executives globally to transition from traditional billable-hour models towards modern, value-driven business operations.