A strong ad agency new business post from Phil Johnson at agency PJA on Advertising Age’s Small Agency Diary.
Phil lays out a brief yet concise recap of the agencies new business development history.
The below paragraph describing their early process encapsulates how so many agencies handle new business and we hear some version of this often when we’re talking to agency prospects:
For better or worse, the story above describes how we approached new business in the old days. It worked, kind of. We waited for the work to slow down before kicking into high gear to promote ourselves. It was an intermittent and isolated activity.