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

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.

How to Prevent Buyer’s Remorse in Your Client Relationships

Research Services

Peter Sena provides insight into how a smart partnership with a foundation of shared goals can create a client-agency relationship that can stand the test of time.

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 (

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 [email protected] for a copy of the survey.