Your Trainers
Robert Alexander Johnson
Host & Program Director
Agency Leadership Forum
Brand Leadership Community
Steen Rasmussen
Co-Trainer – Agency Founder
Head of Brand Analytics Section – BLC
Date/Time:
4 June 2026
12:45 – 15:30
Location:
København
Denmark
A part of the Brand Analytics Festival 2026
Tickets:
2,995.00 dkk
Inc Moms/VAT
In this masterclass, you will learn:
The Missing Revenue:
How to self-identify how much money and time is being spent on vendor research and certification that is not being recouped.
The Vendor Taxonomy:
Understanding the terminology and mechanics of information fees, training reimbursements, and tech vendor incentive programs (often 10-40%).
Transparent Monetization:
How to ethically and transparently position these fees to your end clients without conflict of interest or relying on negative terms like “kickbacks”.
Eliminating the Profit Drain:
How to audit existing tech vendor setups and transition to a “Monetized-Partnership” mindset.
The Agency Audit Loop:
How a solid auditing process uncovers hidden recurring revenue inside your finance department’s unpaid or forgotten tech vendor invoices.
About the Hosts:
Robert Alexander Johnson is the Host and Programme Director of the Agency Leadership Forum 2026. Robert brings a unique, 360-degree perspective to agency profitability, having spent a decade each in vendor, brand, and agency management. In his brand roles, Robert managed agencies and tech vendors; as a tech vendor, he managed brands and agencies; and as an agency leader, he managed brands and tech vendors. He will share the ins, outs, and closely guarded secrets to success from all sides of the ecosystem. Most recently, while managing IIH, Robert’s strategies resulted in 35% of all agency income coming directly from tech vendor partnerships, helping drive an impressive 78% growth rate from 2020 to 2024.
Steen Rasmussen is a seasoned agency leader and digital expert who collaborates closely with Robert to uncover the hidden value within agency-vendor ecosystems. With deep roots in the Nordic analytics landscape, Steen brings hands-on experience in structuring agency operations for maximum profitability. His approach ensures that agencies can maintain their cutting-edge tech capabilities while building sustainable, recurring revenue streams from the vendors they support.
Designed For:
This masterclass is specifically designed for those striving to bridge the gap between agency operations and sustainable vendor profitability.
Is this for you?
- The Strategist (Agency Founders, CEOs, CFO, CCO, COO & Directors): You don’t need to be managing the tech daily. You will learn to audit your agency’s vendor relationships, structure new revenue models, and understand exactly where money is being left on the table.
- The Builder (Heads of Analytics & Tech Leads): You will learn to standardize your vendor onboarding workflows and future-proof your tech stack management to ensure the time your team spends maintaining certifications equals revenue earned.
- The Partner Manager: Get an understanding setting up agreements, and day to day operations and communications with Vendors.
Technical Scope:
- No deep coding or technical implementation experience required. We focus on the commercial architecture, taxonomy, and partnership logic.
- Tool-Agnostic: Whether your agency implements CMS platforms like Shopify, e-commerce systems, or martech tools like Braze, the principles are universally transferable.
Company Type:
- Digital Agencies, Web Development Agencies, and MarTech Consultancies.
- Firms managing multiple third-party tech vendors on behalf of their brand clients.
Session Structure
- Building a Scalable Partnership Concept Master the architecture of a professional-grade tech vendor strategy. We move from chaotic “unbilled vendor research” to a clean, hierarchical framework designed to capture vendor incentives without creating client friction.
- The Agency Revenue Audit Identify the essential missing invoices and unclaimed commissions. Learn to architect your finance processes to power an internal audit, examining 12 months of tech vendor invoices to prove the massive ROI of this new model.
- Connecting Tech Expertise to the Bottom Line A commercial deep-dive into the “Vendor-to-Agency” journey. We’ll walk through mapping training hours, certifications, and SLAs to legitimate information fees, giving you tips, tricks, and sample contract types for your negotiations.
Every attendee leaves with a Tech Vendor Audit Framework to identify missed income and a roadmap for new contract structuring.
About the Brand Leadership Community
Brand Leadership Community (BLC) is a platform connecting the Nordic martech, analytics, and brand experience ecosystem. Founded by Jomar Reyes, BLC is central to fostering collaboration between agencies, brands, and tech partners. Through events like the Agency Leadership Forum and targeted Masterclasses, BLC provides a unique space for leaders to explore how innovation, driven by technology, fuels performance, strategic growth, and mutual success for all within the vendor-brand-agency triangle.
