LBB Online: The Work Alone Isn't Enough To Win More Work.
Mills&Co founder Jonathan Mills writes, "Finding the right type of new business takes proactive, joined up, and strategic planning".
In agency land, a long-standing attitude exists: sales is a dirty word, and the work should speak for itself.
People are the currency, craft leads to awards, awards leads to profile growth, and that leads to the phone ringing. With a little help from being around the block for a while and an existing network, plus the odd top to top relationship to help side door onto a pitch list or two, that should be enough to cover new business. Sounds familiar, right?
But that approach is a short-term fix -- the days of that being a new business strategy are gone.
Whilst there is so much new business opportunity out there for those that get it right, competition is fiercer than ever. The way clients procure services has evolved, and they are looking to future-proof and find new ways of working. As an agency, creating a point of difference is only getting harder. Who doesn’t sit at the centre of data, creativity and technology?
