The 4As asked industry-leading agency search consultants to provide “One Piece of Advice” that the 4As could share with members as they are thinking about their 2026 new business strategies and plans. The 4As consultant request noted, “Based on your knowledge of marketer needs, wants, and industry dynamics, what is the one thing you’d recommend an agency either do or not do that can help drive the effectiveness of their new business efforts. We welcome your advice in any area of the agency search and selection process (prospecting, RFI/RFP submissions, creds, chemistry meetings, final presentations, etc.).” The advice shared by these industry-leading agency search consultants is arranged by topic - Some Basics, Agency Positioning, Prospecting & Opportunity Assessment, Agency Credentials & Materials, The Review Process, Technology & Innovation, and Relationship Management.