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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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

Ad Agency New Business is Harder Because One Key Ingredient is Lacking |

Research Services

Michael Gass, a business development consultant, explores why positioning is the foundation of any agency’s new business program.

How to Craft an Agency PR Plan That Drives New Business

Research Services

Don Beehler of ABC&D Communications discusses ways ad agencies can develop a PR plan that generates awareness, compliments new business initiatives, and enhances new business opportunities.

4A’s Agency Prospect Assessment Guidance

The 4A’s New Business Committee has developed new “Agency Prospect Assessment Guidance” to help facilitate more consistent and efficient implementation of longstanding 4A’s guidance regarding the appropriate level of thoughtful consideration and discussion prior to engaging in a review.

Tom Finneran of 4A’s on Advertising Agency Pitching |

Research Services

Peter Levitan’s interview with Tom Finneran, EVP 4A’s Agency Management Services, covers a wide range of topics.

Defining Moments in Agency History | Birth of the RFP

Research Services

Learn the history behind the RFP in this piece written by Marsha Appel, SVP Research Services.

Webinar: Improving Agency Relations with Marketing Procurement – Mary Ann Brennan |

Procurement thought leader Mary Ann Brennan (Sr Director Global Procurement, Mattel, and ANA Agency Relations Committee Co-Chair) shares information and suggestions related to improving agency relations with marketing procurement with the 4A’s community, via a complimentary members-only webinar sponsored by the 4A’s Western Region New Business Committee.

Webinar: New Business Committee Q2 2017 – The State of Agency Business Development |

In this recorded webinar Randy Cohen, President & COO of Advertiser Perceptions discusses findings from the recently released report “The State of Agency Business Development.”

Webinar: New Business Committee Q1 2017 Meeting on Agency Search Portal |

Search Consultant (and former New Business Committee member) Melissa Lea of R3 Worldwide 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.

Central New Business Committee Meeting with Search Consultant Dave Beals |

This presentation and audio recording​​ from Dave Beals​ discusses Agency Search dynamics, and was part of the inaugural meeting of the 4A’s Central Region’s New Business Committee.

Globality Webinar with Porter Gale (Q4 Western New Business Committee) |

Globality’s Porter Gale participated in the West Region New Business Committee meeting on November 17, at Eleven in San Francisco, to share observations on the agency search process and provide committee members with information related to Globality’s web-based agency search platform (www.globality.com/).

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.

What’s Top of Mind for Clients Right Now – Especially Regarding New Business |

Search Consultants Joanne Davis and Dan Wald shared their perspectives on the state of client needs, wants and priorities, and also share the key findings from their recent survey report during August 7, 2016 New Business

Western New Business Committee (June 8, 2016) – Casey Burnett (The Burnett Collective) |

In this June 8, 2016 presentation to the 4A’s Western New Business Committee, Casey Burnett (The Burnett Collective) described his new consultancy, which is focusing on several interesting new approaches that will be of interest to the new business community.

New Business Activity and Resources Survey Report |

The 4A’s 2016 New Business Activity & Resources Survey Report provides members with relevant new business related benchmarks and information.

Critical New Business Decisions and Lessons Learned |

4A’s Management Practitioners Forum (Monday, March 21, 2016) – Critical New Business Decisions and Lessons Learned by Mark Goldstein, CEO, Eleven LLC.

Webinar: Why Clients Do What They Do |

In this webinar, held on February 2, 2016, client procurement and client/agency consultant John Gleason shares his perspective with the 4A’s new business community.

ANA/4A’s Agency Reviews for Project Work Guidance Considerations

An ANA/4A’s task force has developed ANA/4A’s Agency Reviews for Project Work Guidance Considerations, a white paper that provides clients and agencies with principles to help optimize the review process for project assignments.

Webinar: Mark Goldstein – Critical New Business Decisions and Lessons Learned |

In this November 3, 2015 webinar, former new business committee member Mark Goldstein 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 New Business Reviews for Project Assignments Survey Report |

The prevalence of project assignments and the trend toward project pitches is on the rise. The 4A’s survey report on Reviews for Project Assignments contains valuable information on project dynamics.

4A’s New Business Activity and Process Adherence Survey

Management Services

The intent of the 4A’s New Business Activity & Process Adherence Survey was to gather information about: (1) levels of new business activity and (2) review process dynamics. Please contact Sal Conte at sconte@aaaa.org for a copy of the survey.

Agency Search Consultants Advice for Agencies

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

ANA/4A’s Agency Selection Briefing Guidance

The 4A’s and ANA believe there is an opportunity to further improve the agency search process by developing best practice guidance tools around the subject of briefings throughout the agency selection process.

4A’s Guidance | Agency Opportunity Screening Criteria

Agencies can dramatically increase new business performance by learning to be more selective in the pursuit of client opportunities. The 4A’s new business committee has developed guidance “4A’s Opportunity Screening Criteria.”

Draftfcb Adds New Strength in San Francisco |

Marketing & Communications

In a step designed to further accelerate its West Coast operations, Draftfcb today announced that Brooks Day has joined the agency’s San Francisco office as vice president of business development.