What's Working at Small to Mid-size Ad Agencies (Home)

I have turned this around in my mind again and again.  Throughout my career in the agency business, we have all tried to build the best programs for new business.  We work on our brand, we build elaborate marketing plans to self promote our agencies, we build prospect lists of “A” prospects and hire new business hunters to call and make meetings. Sometimes this works, but many times it doesn’t.  Pro-active new business, in general, at most agencies, is a long-term failure.  In fact dismal may be a better word.

Why, you say?  Surely we think about it enough?  Why isn’t it more successful on a regular basis?

I have a theory.

The best way for an agency to do new business is to have it done by the agency’s owners, leaders, executives, etc. The agency principal is the best person to speak for the agency, to bring forth the passion, AND to be able to aptly respond to queries and questions from the prospect as they come up in real time.

I know this isn’t good news to a lot of agency owners and principals, but time and time again, the most successful new business is started, pitched, presented, closed and delivered by the agency’s principal.

This doesn’t mean that others in the agency can’t play very important new business roles.  New business hunters can ferret out the leads, account people can work hard to turn projects into program and grow organic new business and others in the agency can participate in the new business process in any number of ways.

But, there is nothing but disappointment for any agency that doesn’t commit the owners and principals to be deeply involved in new business each and every day.

As an agency principal, perhaps you should think about what your main job is each day – serving the agencies largest account?  Creating all that great work?  Counting the beans?

I say it just may be the new business process.