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

10 Ways To Advertise Your Advertising Agency |

Research Services

You’re probably not advertising your advertising agency.  Peter Levitan offers ten ideas to drive business.

Thought Leadership for New Business |

Research Services

Agencies can use thought leadership to win, retain, and grow client businesses.  Michael Gass of Fuel Lines makes a compelling argument for the benefits of thought leadership and offers examples of agencies that are doing it well.

R3 New Biz League Global and US – February 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: March 2019

Marketing Trends Report |

Research Services

Agency Spotter’s annual report highlights agency search trends.

R3 New Biz League Global and US – January 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: March 2019

Webinar: Deliverable Based Estimation & Pricing for the New Business Audience |

This presentation was delivered to the 4A’s National New Business Committee on February 26, 2019 by Tracey Shirtcliff, CEO of The Virtu Group.

Brands on the Brink |

Research Services

Subtle shifts can indicate that a brand is on the brink of agency review.  Michael Gass of Fuel Lines offers insight into striking at the right moment.

R3 New Biz League Global and US – December 2018 |

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: January 2019

AAR Partners: A Flawed Pitch Process – What the ID Comms Study Doesn’t State

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Originally published in AAR Partners, December 3, 2018 By Lisa Colantuono,  AAR Partners According to the latest study by ID Comms in partnership with the 4A’s released last week, U.S. advertisers are failing to get the most value from media pitches because of flawed processes and lack of communication. The study reminds me of a blog post […]

New Year Outlook | 2019 Survey Report |

RSW/US explores the biggest challenges facing ad agencies from the perspectives of both marketers and ad agencies.

Insights from 4A’s Research | Direct-to-Consumer: A Revolutionary New Concept?

Research Services

Learn how DTC brands are changing the ad agency model in this insights piece from Marsha Appel, SVP, 4A’s Research.

R3 New Biz League Global and US – November 2018 |

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: January 2019

Brush up on presentation skills to win new business |

Research Services

Michael Gass of Fuel Lines offers advice on presentation skills that can help your pitches.  If you start well, you’ll finish well!

The CMO Lifecycle | Tenure Analysis and New Business Opportunities |

Research Services

Winmo reports CMO tenure trends and what it means for ad agencies in this exclusive access for 4A’s members.

Webinar: Marketing Sourcing |

This presentation was delivered to the 4A’s Western Region Finance & New Business Committees on December 5, 2018 by Mithun Sharma, Vice President, Global Strategic Sourcing, Visa.

Project-by-Project Do’s & Don’ts | Agency Best Practice Guidance |

The industry is seeing more clients evolving Project-by-Project (PxP) arrangements with agencies. PxP relationships between clients and agencies create both opportunities and challenges for both marketers and marketing services firms. Members of the 4A’s community have been endeavoring to figure out best practices for dealing with the shift by some clients from annual retainer relationships with their agencies to PxP relationships.

R3 New Biz League Global and US – October 2018 |

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: November 2018

Webinar: Turbocharging Your Win Rate |

This presentation was delivered to the 4A’s Central Region New Business Committee on November 14, 2018 by Bill Burnes, longtime former SVP, Director of North America Growth and Development at Momentum Worldwide, and now President of Winsider Consulting.

ID Comms in Partnership with the 4A’s Releases Study on Media Pitch Practices; Reveals Shortcomings of Current Pitch Process

Marketing & Communications

New research shows that US advertisers may be failing to get the most value from media pitches as a result of flawed processes and lack of communication. Better processes will ensure advertisers are more effectively partnering with agencies.   November 28, 2018: A new study, released by ID Comms in partnership with the 4A’s, reveals […]

R3 New Biz League Global and US – September 2018 |

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: November 2018

Webinar: 4A’s | ID Comms Media Pitch Research Presentation |

This presentation was delivered to the 4A’s National New Business Committee on November 8, 2018 by Tom Denford, Co-Founder, ID Comms.  

Agency New Business Thought Leader Survey Report |

Read agency executives’ thoughts on new business practices from pitches to new business staffing structures in this RSW/US report.

Best Practices of Highly Social CEOs for Ad Agency New Business |

Research Services

Michael Gass of Fuel Lines explores why agency owners should use social media to attract clients, generate exposure for their agencies and win new business.

Webinar: Unpacking Marketing Procurement |

This presentation was delivered to the 4A’s Southern Region New Business Committee on October 23, 2018 by Steven Morse, Sr. Procurement Analyst | Marketing Procurement, Toyota North America.