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

R3 New Biz League Global and US – August 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: September 2018

R3 New Biz League Global and US – July 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: August 2018

4A’s Management Practitioners Forum Sessions: Ad Age 2018 Small Agency Conference |

The following presentations took place at the Ad Age 2018 Small Agency Conference, July 17th and 18th, in Marina Del Rey, Calif.  

R3 New Biz League Global and US – June 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: July 2018

A Change in Pitch

Third Party Content

Creativebrief surveyed agency CEOs and CMOs to gauge their thoughts on the traditional pitch. The results are surprising!

R3 New Biz League Global and US – May 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: June 2018

Webinar: A View of New Business From the Other Side of the Table |

This presentation was delivered to the 4A’s Southern Region New Business Committee on June 6, 2018 by The Bedford Group.  

Revise your agency’s website for new business |

Research Services

Michael Gass of Fuel Lines offers advice on revising your website to showcase your agency’s credentials, capabilities, case studies, and creative work to help attract new business.

R3 New Biz League Global and US – April 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: May 2018

Webinar: A Perspective on Client Attitudes, the Current Search Environment, and Things Agencies do that Drive Me Crazy |

This presentation was delivered to the 4A’s Western Region New Business Committee on May 15, 2018 by Russel Wohlwerth, Owner of External View Consulting Group.  

New Business Tools: 2018 Report |

Mirren and RSW/US examine the use and effectiveness of tools that agencies use to support new business efforts.

Webinar: How To Buy A Gorilla: Taking greater control in the battle for new business |

This presentation was delivered to the 4A’s National New Business Committee on May 3, 2018 by David Meikle, Founder of The How to Buy a Gorilla Company.  

R3 New Biz League Global and US – March 2018 |

The excel document, available only to 4A’s Members, includes detail related to identified wines, including the incumbent agency and the new successful agency. Published: April 2018

Blogging For Agency New Business

Research Services

RSW/US explains why there’s no question that blogging is good for new business.

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.

Webinar: What Clients Want from Their Agencies and What Wins New Business |

Phil Asche and Hayes Roth of Relationship Audits & Management provide insights and guidance gained from thousands of client and agency interviews and surveys on: What clients want from their agencies and What wins new business. This session was recorded during the National New Business Committee Meeting on February 22, 2018.

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.

Best Practice Guidance: Ownership of Agency Ideas, Plans and Work Developed During the New Business Process

This 4A’s position paper provides agencies with guidance on best practices relating to the ownership of agency developed ideas, plans and work created in the course of a marketer search for agency resources or a marketer request for proposal.

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.

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.