New Business Tool Kit

Looking for new partners? Check these tools out.

Agency Search Agreements

Best practice guidance on new business agreements with client prospects.

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Own Your New Biz Artifacts

The 4A’s recommends that agencies preserve ownership of new business-search ideas, plans and work product.

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New Business Questionnaire

A recommended guideline for agencies when evaluating participation in an agency search.

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New Business Pitch Tips

Nine tips to improve your new business pitch process.

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New Business – All Materials

Positioning is the Foundation for Ad Agency New Business |

Research Services

Does your agency have a position?  Michael Gass of Fuel Lines explores why agencies should undergo the difficult task of positioning.  Benefits include allowing your agency to stand out from your competitors.

Webinar: New Business 2019: What’s Going On? What’s Working? |

This presentation was delivered to the 4A’s Southern Region New Business Committee on October 23, 2019 by Michael Palma of The Palma Group.   Download the presentation here    

4A’s Releases 2019 New Business Activity and Resources Survey Report |

The 4A’s 2019 New Business Activity and Resources Survey Report provides members with relevant new business-related benchmarks and information, in aggregate and broken down into four categories by agency size as defined by number of employees.  The information is also broken down by Retainer/Ongoing Relationship (AOR) Reviews vs. Project-Based Reviews.  The reported data reflects 2018 […]

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.

R3 New Business League Global and US- September, 2019

The excel document, available only to 4A’s Members, includes detail related to identified wins, including the incumbent agency and the new successful agency.

Published: September 2019

Reform Your Language, Transform Your Firm |

Research Services

Tim Williams of Ignition Consulting group offers advice on how a change in vocabulary can lead to the development of more collaborative partnerships.

Webinar: The Top Ten Things I’ve Learned In Thirty Years Of New Business Fun |

This presentation was delivered to the 4A’s Southern Region New Business Committee on June 4, 2019 by Diane Fannon of The Richards Group.

Webinar: Stop Negotiating – it doesn’t work |

This presentation, originally delivered to the 4A’s National Large & SAMS New Business Committee on July 31, 2019, by Brett Colbert of Colbert Group Consulting, was re-recorded by Brett Colbert on August 22, 2019.

R3 New Business League Global and US- August, 2019

The excel document, available only to 4A’s Members, includes detail related to identified wins, including the incumbent agency and the new successful agency.

Published: August 2019

Kick-start Your Online Leads |

Research Services

Social proof, public speaking, and calls-to-action are three of the 7 Helps for Consistent Online Leads for Ad Agency New Business offered by Michael Gass of Fuel Lines.

R3 New Business League Global and US- June, 2019

The excel document, available only to 4A’s Members, includes detail related to identified wins, including the incumbent agency and the new successful agency.

Published: June 2019

Fuel Lines |

Research Services

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

The Post-Pitch Follow Up |

Research Services

Peter Levitan explains why once you’re connected, you should stay in touch and follow up with your future client.

R3 New Biz League Global and US – July 2019 |

The excel document, available only to 4A’s Members, includes detail related to identified wins, including the incumbent agency and the new successful agency. Published: June 2019

Streamlined Strategy for New Business |

Research Services

With “tidying up” Marie Kondo style all the rage, learn how to apply these same principles to your new business strategy with advice from Tim Williams of Ignition Consulting Group.

Webinar: Perspectives on New Business and Client Relationships |

This presentation was delivered to the 4A’s Central Region New Business Committee on June 13, 2019 by Deb Giampoli of Stone Soup Consultants.

CMO Average Tenure Decreases to 43 Months

Research Services

Spencer Stuart’s annual CMO Tenure Study finds that the average tenure for chief marketing officers is decreasing.

Webinar: Our World in Transformation – What does it mean for growth? |

This presentation was delivered to the 4A’s Western Region New Business Committee on June 5, 2019 by Catherine Bension of SRI.

R3 New Business League Global and US- May, 2019

The excel document, available only to 4A’s Members, includes detail related to identified wins, including the incumbent agency and the new successful agency.

Published: July 2019

Webinar: Confessions of a Search Consultant |

This presentation was delivered to the 4A’s National New Business Committee on May 23, 2019 by Ann Billock from Ark Advisors.

MPF 2019 Win Without the (Winning) Work |

Management Services

    Chris Shumaker | Former CMO, The Martin Agency, FCB Worldwide, Publicis USA and Grey NA Download presentation deck Clients evaluate the entire pitch process, not just one meeting—so the agency without the best work on a given day could still win the business. So the agency should provide a superior experience throughout the […]

Agency Content Marketing 2019 | Benchmarks, Budgets, and Trends |

Research Services

Content Marketing Institute (CMI) and MarketingProfs release their first report examining how ad agencies use content marketing to promote their services. 

R3 New Biz League Global and US – March 2019 |

The excel document, available only to 4A’s Members, includes detail related to identified wins, including the incumbent agency and the new successful agency. Published: May 2019

4A’s Guidance: 4A’s Relationship Management Best Practices Guidance

Relationship management is how you keep winning after you’ve won. 4A’s Relationship Management Best Practices Guidance is your new playbook.