CASE STUDY: Change Management

Transforming from Agency to Consultancy

Transforming from Agency to Consultancy: Building Influence and Capability

IE Media, a consultancy with over 20 years of experience delivering transformational digital experiences, recognised the need to evolve. To remain at the forefront of the industry, they set out to shift from a traditional agency model towards a more consulting-led approach.

To make this transition successfully, IE Media partnered with Phuel to design and deliver the Influencing for Growth program — a six-month investment in leadership and sales capability.

The Challenge

As IE Media transitioned its go-to-market model, key staff needed to step beyond delivery roles and embrace client ownership. This meant building consulting confidence, influencing capability and a stronger commercial mindset.

“We wanted to develop a program that helped our people transition to something more consulting-led,” said Roger Gibson, Chief Growth Officer. “Phuel designed a very well-thought-out program to roll those skills out.”

The Solution

Phuel co-designed a blended learning experience combining readings, videos, monthly workshops and practical application. A live simulation exercise using professional actors created a safe but realistic client environment.

“The simulation of the client meeting… was a real standout. Everyone thought it was pretty wow.”

Twenty-five people engaged in the program, making it IE Media’s largest leadership development investment in five years.

The Outcome

The program delivered measurable shifts in confidence, consulting capability and commercial awareness. Leaders became more proactive in owning client relationships and identifying growth opportunities.

“We wanted more people confident and capable in owning client relationships — and that was achieved.”

The impact continues, with participants applying their learning and mentoring others across the business.