Finding an agency’s value proposition, marketing your work and engaging clients differently were just a few topics covered at the Ad Age Small Agency Conference in Boston.

The conference was held last week as small agencies around the country are having a moment. In recent months, smaller shops have won sizable accounts, as CMOs look to smaller shops skilled at projects and working with in-house agencies.

Frances Webster, co-founder of Walrus, speaking on a compensation panel, urged agencies to fight for their worth. “Know the value of your work and negotiate accordingly,” she said, reminding attendees that “you set the tenor for the rest of the relationship.”

Added Brent Banker, co-founder at X&O, to a round of applause: “Stop giving your shit away for free.”

Read the whole thing here.