Aggressive is Good...Consistent is Better

In 2002 I was running the domestic operation of a research consultancy. At the start of every year, we would come to the table with great...

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Cracking the Clutter?

Top 10 pieces of advice for cracking the clutter: Listen Be a partner-worry about the clients business Strategy and creative must connect Do your homework—know the business Don’t bait and...

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Cracking the Clutter! What Babies Can Teach Ad Agency New Business Executives About Prospecting

Many new business executives in the industry know that I’m in love with a two-and-a-half-foot, 26lb little guy…yes, my nephew. And if you want to see...

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The Dangers of Agency New Business Social Media

Social/digital should play a part in any agency's new business development effort, however there are four things an agency principal should consider when building a...

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The Element of Surprise

The Element of Surprise….Why, How & When it Works?   The starling performance of Susan Boyle singing “I Dreamed a Dream” on Britain’s Got Talent is a...

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Are agency brochures & reels outmoded?

For years, we have relied on oversized brochures and TV reels to introduce our agency and capabilities to prospects. But neither seems to be quite...

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"The Marketing Forum"--Request for 4A’s Colleague Feedback

I’d appreciate feedback from the 4A’s new business community members that have previously participated in or carefully evaluated a Marketing Forum (Richmond Events) cruise. It...

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New Business and Small/Independent Agencies

They're a national advertiser and we’re a relatively small, independent shop…why would they hire us? That was the question recently when we found ourselves in...

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The Best of…Top 10 Biz Dev Concepts

The 4A’s has had the good fortune of having a host of industry experts share business development suggestions with our members over the years, and...

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The End of Cold Calling

Cold calling has always produced only modest results, and today’s avoidance-enabling technology only makes it easier for prospects to hide from your phone calls and...

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Response to Nancy Hill Re: Getting the Best From Your Agency

I agree with Nancy's Hill's comments that the new business process should be a two-way assessment of capabilities, compatibility and economic expectations. I have a...

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