There’s a familiar pattern across agencies. When work is there to be done, delivery is strong and revenue is flowing, pipeline becomes deprioritised and a “tomorrow” problem. When work slows or projects wrap, it quickly becomes the only problem.

Mills&Co founder Jonathan Mills writes, "Finding the right type of new business takes proactive, joined up, and strategic planning".

Mills&Co founder and director Jonathan Mills details how agencies can escape the feast-or-famine trap by embedding new business into culture, collaboration, and long-term strategy.

The agency growth specialist expands its APAC operations after strong initial demand for integrated new business solutions.

Exclusive: Jonathan Mills’ Mills&Co will connect revenue objectives to an events, PR, and lead generation strategy, he tells LBB’s Brittney Rigby. “I built a model that rewards mutual commercial success, so there is skin in the game”