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: 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

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.

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 (

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.

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.

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.

What’s Top of Mind for Clients Right Now – Especially Regarding New Business

Search Consultants Joanne Davis and Dan Wald shared their perspectives on the state of client needs, wants and priorities, and also share the key findings from their recent survey report during August 7, 2016 New Business >>>Download presentation: What’s Top of Mind for Clients Right Now – Especially Regarding New Business

Why Your Value Transcends Your Work

Research Services

Tim Williams of Ignition Consulting Group posits that agencies should compete on value rather than cost when responding to RFPs. He outlines some of the dimensions of value that would resonate with marketers such as responsiveness, speed to market, innovation and new technology.

Drive Ad Agency New Business With a PR Plan

Research Services

Don Beehler, a public relations consultant to advertising agencies, provides PR tips and tactics to create a public relations plan for your agency.

Western New Business Committee (June 8, 2016) – Casey Burnett (The Burnett Collective)

In this June 8, 2016 presentation to the 4A’s Western New Business Committee, Casey Burnett (The Burnett Collective) described his new consultancy, which is focusing on several interesting new approaches that will be of interest to the new business community.