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 — Marketplace Observation & Winning in a Process Driven Review
This presentation was delivered to the 4A’s New Business Committee on November 2, 2017 by Matt Ryan of Roth Ryan Hayes.

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

Marketing Agency Growth Report

Research Services

Agencies around the world share their growth challenges in this report from Hubspot.

The Basics: An Advertising Agency New Business Plan

Research Services

Get back to basics with a new business plan with suggestions from Peter Levitan.

Owners Need to Be Social for Ad Agency New Business

Research Services

Michael Gass of Fuel Lines details how social media has become an leadership tool, essential for new business.

Using Data to Inspire Creative Briefs

Research Services

Facebook IQ shares a hypothesis-driven insights approach that will help marketers better process and use data to inform their marketing decisions and write a stellar creative brief.

Best Practice Guidance: Agency Search Agreements (AKA New Business NDA’s)

The purpose of this position paper is to provide agencies with best practice guidance relating to obtaining formal agreements between an agency and a prospective client during the marketer’s search for agency resources or a marketer’s request for proposal.

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.

Marketing Trends Report

Research Services

Agency Spotter’s annual report highlights agency search trends.

Agency Search Consultants Provide “One Piece of Advice” for Agencies

The 4A’s asked industry-leading agency search consultants to provide “One Piece of Advice” that we could share with 4A’s members as they begin thinking about their 2018 new business plans.

2018 RSW/US New Year Outlook Report

RSW/US’ annual New Year Outlook Survey Report explores biggest challenges facing ad agencies from the perspectives of both marketers and ad agencies.

Most Ad Agencies Have No Plan for New Business

Research Services

Michael Gass offers three simple steps to help agencies develop a marketing plan for new business.

Video Seminar: Pricing as a Discipline and Proposal Writing for Marketing Services

This presentation was delivered to the 4A’s Large Agency & Media Finance Committees on October 26, 2017 by Rick Brook, SVP, Global Client Operations at WPP. 

Webinar: New Business – Understanding and Working With Procurement

This presentation was delivered to the 4A’s Central Region New Business Committee on November 15, 2017 by Annette Cerami, Procurement Manager, Marketing & Services, at Constellation Brands.

2017 RSW/US Agency New Business Report

The 2017 RSW/US Agency New Business Report explores the challenges and opportunities for new business from both the agency and marketer’s perspective.

Webinar: New Business — Marketplace Observation & Winning in a Process Driven Review

This presentation was delivered to the 4A’s New Business Committee on November 2, 2017 by Matt Ryan of Roth Ryan Hayes.

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.