Some of the most valuable connections here at AMIN happen when members simply take the opportunity to talk to one another.

That’s the idea behind our peer groups: bringing together professionals from member agencies who share similar roles, responsibilities and challenges. These groups create a space to exchange ideas, ask for advice, troubleshoot problems and learn from people who understand the unique realities of working at an independent agency.

And sometimes, a peer-group connection becomes much more than a conversation.

For Sydney Donovan of Suade and Dana Dussing Berry of Stone Ward, a connection through the Social Media & PR peer group recently helped them work through a real-world client challenge and sparked new ideas for both of their agencies. The two gave us some insight into how they find value and connection through AMIN.

Seek to Learn – Even After Years of Experience

For Dana Dussing Berry, the peer network at AMIN continues to be a source of learning, even after nearly two decades at the agency.

“Stone Ward’s AMIN membership continues to be a valuable asset as our industry evolves. Even after nearly 20 years at the agency, I’m still learning from our AMIN partners.”

That ongoing exchange is a key part of what makes peer groups valuable. Members aren’t just sharing best practices, they’re sharing experiences, challenges and ideas with people who understand the business from the inside.

Turn Connection Into Action

When EGC Group announced its new prSuade offering, Dana reached out to Sydney to learn more.

Sydney took the time to walk them through the resource, share what was working in new business development, discuss a current client challenge and brainstorm potential solutions.

“Sydney generously spent time walking us through the resource, sharing what’s working in new business development, discussing a current client challenge we have, and offering fresh ideas we hadn’t considered. We’re already putting several of those ideas into practice.”

For Sydney, the value of the conversation was just as much about the openness of the exchange as the ideas themselves.

“Because we were able to speak openly, we weren’t bound by certain formalities that hinder problem solving. We immediately spoke each other’s language.”

That ability to skip the formalities and get straight to the challenge is one of the strengths of an AMIN peer relationship. Members can tap into the collective experience of people who understand the pressures and opportunities they face every day.

Keep the Conversation Going After the Call Ends

The exchange between Sydney and Dana continued during a monthly call, where other members brought their own perspectives to the conversation.

“The value of peer conversations continued through our recent AMIN PR/Social group call, which reinforced many of those insights with perspectives from other agencies facing similar challenges,”

The ideas didn’t stay within the peer group, either. Dana brought those learnings back to her fellow managing partners at Stone Ward as part of the agency’s ongoing work.

That ripple effect, from one member conversation, to a peer group, to an agency leadership team, is exactly the kind of impact AMIN’s network is designed to create.

Like-minded People & Fresh Perspectives

For Sydney, the biggest reason to get involved in an AMIN peer group comes down to having access to people who understand your world while still bringing a different point of view.

“Access to like-minded, but fresh POVs!”

Dana sees that value in much the same way.

“At Stone Ward, we talk about ‘Building Good.’ Our AMIN membership and this network of peers help us do exactly that.”

The experience of Sydney and Dana is a reminder that the value of an AMIN membership isn’t limited to resources, events or formal programs.

Sometimes, it’s a conversation with another member who has faced a similar challenge. Sometimes, it’s a fresh idea that changes how you approach a client. And sometimes, it’s simply knowing there’s someone in your network who is willing to pick up the phone and help.

That’s the power of having allies.