[Top Agency Series] Building a Thriving Agency Through Pricing and Diversity With Scott Knox of ICA

Scott Knox is the President and CEO of the Institute of Canadian Agencies, the nonprofit association for Canadian advertising, marketing, media, and public relations agencies. He is also the Founder of PrideAM, the world's first LGBTQ+ advocacy group in advertising and marketing. With nearly 30 years of professional experience, Scott is recognized among the top 25 most powerful LGBTQ+ leaders in British business by The Telegraph. After a significant career in the UK he moved to Canada, bringing his passion for agency transformation and inclusivity to the ICA. Scott works to enhance the collective potential of Canadian agencies, protect the interests of agency members, and champion equitable representation in the industry.

Here’s a glimpse of what you’ll learn:

• [0:00] Intro
• [3:28] Scott Knox discusses how agencies benefit from the Institute of Canadian Agencies’ collective approach to industry challenges
• [5:05] The consultancy services that ICA provides, including training and development for agencies
• [7:29] The dynamic networking opportunities available through ICA’s advisory groups
• [11:29] Common misunderstandings in agencies regarding client pricing and procurement relationships
• [16:47] Strategies for agencies to adopt ROI-based pricing
• [24:09] Scott’s career journey and his reasons for leading ICA in Canada
• [30:01] The real-life experiences that fostered the founding of PrideAM and its crucial purpose
• [39:59] The original objectives behind PrideAM and its influence on agency inclusivity
• [43:14] The profound mentorship impact on Scott within the agency ecosystem

In this episode…

Have you ever wondered what makes an advertising agency thrive in today's competitive environment? Scott Knox believes it takes more than just creative talent and hard work. But how did he help redirect the focus from time-intensive commoditization to value-based success?

LGBTQ+ leader Scott Knox, with his drive for improvement and equity, is reshaping the landscape of the Canadian advertising industry. He discusses the challenges of outdated pricing models, the significance of networking and partnerships within the agency realm, and how the Institute of Canadian Agencies’ training and consultancy services help reshape the agencies’ strategic horizons. Scott’s journey and the initiation of PrideAM highlight his dedication to inclusion and diversity in the workforce. His dynamic leadership ushers in a change where agencies aspire to be valued for the results they drive rather than the hours they log.

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