New Business

Because you’re in it to win it.

Research. Planning. Strong coffee.

That’s what it takes to start a business. Get a boost from us. Custom reports. Industry data. Plus, tips to help fill out pesky RFPs. We may not be able to deliver lattes, but we’ll help close the deal.

New Business Tool Kit

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Webinar: New Business Committee Q1 2017 Meeting on Agency Search Portal
Search Consultant (and former 4A’s New Business Committee member) Melissa Lea of R3 Worldwide participated in the January 31st, 2017, committee session. In this recording, she shares her perspectives on agency search dynamics — including trends related to client objectives and requirements, client goals for agency searches, and search consultant observations that she wished she knew as an agency new business executive.

Webinar: Q4 New Business Committee – Webinar with Agency Spotter Co-Founder Brian Regienczuk
In this webinar, Agency Spotter CEO and Co-Founder Brian Regienczuk shares findings and key learning from Agency Spotter’s Agency Search Trends Report. The presentation was originally delivered at the Q4 meeting of the 4A’s New Business Committee.

Webinar: John Gleason – Why Clients Do What They Do
In this February 2, 2016 webinar, client procurement and client/agency consultant John Gleason shares his perspective with the 4A’s new business community and discusses  “Why Clients Do What They Do.” John runs a consultancy called A Better View and, prior to, spent over 20 years at P&G, including over 10 years in the Procter & Gamble procurement and agency relations organization.

Webinar: Mark Goldstein – Critical New Business Decisions and Lessons Learned
In this November 3, 2015 webinar, former new business committee member Mark Goldstein shared his perspective with the 4A’s new business community. Mark discussed the critical decisions that determine how successful you’ll be in new business—and why most agencies neglect making the right calls.

4A’s Committee Advocates Agency New Business IP Protection
Members of the 4A’s new business committees encourage search consultants to specify that the rights to Intellectual Property (IP) created by agencies during the review process remain the property of the agency until the marketer either hires the agency to execute the work or the parties agree to a commercially equitable payment for the assignment of usage rights.

 

New Business – All Materials

Webinar: Improving Agency Relations with Marketing Procurement – Mary Ann Brennan

Procurement thought leader Mary Ann Brennan (Sr Director Global Procurement, Mattel, and ANA Agency Relations Committee Co-Chair) shares information and suggestions related to improving agency relations with marketing procurement with the 4A’s community, via a complimentary members-only webinar sponsored by the 4A’s Western Region New Business Committee.

Defining Moments in Agency History | Birth of the RFP

Research Services

Learn the history behind the RFP in this piece written by Marsha Appel, SVP Research Services.

Webinar: New Business Committee Q2 2017 – The State of Agency Business Development

In this recorded webinar Randy Cohen, President & COO of Advertiser Perceptions discusses findings from the recently released report “The State of Agency Business Development.”

New Business Tools: 2017 Report

This survey from Mirren and RSW/US focuses on the effectiveness of different tools that agency executives use to support their new business efforts. It covers the following tools: social media, CRM/contact management software, research services, prospect/contact list building software, email marketing services, inbound marketing platforms,  proprietary tools, meeting/web conferencing software and content development tools.

The Most Searched Agency Services According to the Time of Year

Research Services

In this report from Agency Spotter you can learn the types of agency services that marketers have been searching for and how they differ by time of year.

The State of Agency Business Development

Advertiser Perceptions partnered with the 4A’s to query marketers on the current state of the advertising agency business. 77% of respondents believe the role of lead agency is important. Some highlights from the survey include: Agency search methods Agency selection criteria and decision makers Client relationship preferences Marketer procurement practices Emerging agency trends

Fuel Lines

Research Services

View Fuel Lines, a blog by Michael Gass, for ideas on the use of social media to fuel agency new business.

Ad Agency: 6 Winning Presentation Reminders

Research Services

Bob Sanders of Sanders Consulting Group provides six key reminders for getting your next presentation right.

Webinar: New Business Committee Q1 2017 Meeting on Agency Search Portal

Search Consultant (and former New Business Committee member) Melissa Lea of R3 Worldwide shares her perspectives on agency search dynamics — including trends related to client objectives and requirements, client goals for agency searches, and search consultant observations that she wished she knew as an agency new business executive.

Agency Search Consultants List

The 4A’s is pleased to provide its list of Agency Search Consultants. This list is updated on a regular basis.

Central New Business Committee Meeting with Search Consultant Dave Beals

This presentation and audio recording​​ from Dave Beals​ discusses Agency Search dynamics, and was part of the inaugural meeting of the 4A’s Central Region’s New Business Committee.

Getting Creative

Research Services

Speculative creative may be an industry staple, but it’s still a divisive issue. Here are some ground rules to use in the event a brand requires spec work for a pitch.

Globality Webinar with Porter Gale (Q4 Western New Business Committee)

Globality’s Porter Gale participated in the West Region New Business Committee meeting on November 17, at Eleven in San Francisco, to share observations on the agency search process and provide committee members with information related to Globality’s web-based agency search platform (www.globality.com/).

2016 RSW/US Agency New Business Report

The 2016 RSW/US Agency New Business Report explores the challenges and opportunities for new business from both the agency and marketer’s perspective. Topics covered include staffing for new business development, AOR vs. project work, new business marketing tools and more.

Webinar: Q4 New Business Committee – Webinar with Agency Spotter Co-Founder Brian Regienczuk

In this webinar, Agency Spotter CEO and Co-Founder Brian Regienczuk shares findings and key learning from Agency Spotter’s Agency Search Trends Report. The presentation was originally delivered at the Q4 meeting of the 4A’s New Business Committee.