Mi-3: Former Monks, CX Lavender growth director launches consultancy to drive new business for Australian agencies and tech firms
The former Director of Growth at S4 Capital's Monks, Jonathan Mills, has launched Mills&Co, a new venture aimed at enhancing profile, pipeline, and revenue growth for Australian agencies and technology companies.
Mills, who previously spent three years as business growth director for indie agency CX Lavender, has launched the agency to offer dedicated new business services, specialising in B2B strategy, sales, communications, and events.
Mills&Co is positioning itself as an extension of its clients rather than an intermediary or pitch consultant. The company will work directly with managing directors, CEOs, leadership teams, and internal growth functions to provide an integrated and continuous approach to winning new business. The business model, though unusual in the Australian market, has seen widespread uptake by agencies in the UK and USA.
The commercial success of Mills&Co will be closely tied to the success of its clients, with a focus on driving commercial outcomes. The company's approach involves two phases: "Match Fit Foundations" and a quarterly cycle of content, events, PR, and strategic lead generation.
The firm has already secured its first two clients: a leading creative/integrated agency in Sydney and a global leader in business transformation technology.
"Mills&Co is delighted to be already up and running with its first two clients. One of Sydney’s leading creative / integrated agencies and a global leader in the business transformation technology space. This is a commercially driven partnership where our clients and Mills&Co win together, it’s a competitive advantage for those we work with," said Mills.
"There are so many untapped new business opportunities out there. Agencies and technology companies are missing out because they don’t have the resources, time or understanding of how to grow their profile with prospective clients, generate a pipeline of new business and convert opportunities in a joined up way that aren’t briefed to them directly. Personal networks will only get you so far and only thinking about new business when times are tough means you’ve left it too late."
He noted that "with change comes opportunity and as clients are squeezed to deliver better results, often with less budget, agencies and technology companies who can demonstrate expertise and create a point of difference have a unique opportunity to take advantage of the changing landscape of how clients are procuring agency services and technology."
