Starting From Within: How to Create a Winning New Business Pitch

By Chris Averill, CEO & Founder

November 20, 2015    6 mins

When you’re running an agency in an ultra-competitive environment, what is the key to standing out from the competition and winning new business?

Is it about having a better understanding of your clients’ needs than your competitors, or it is about being bold enough to broaden your horizons and pitch for business with clients who are in other sectors, regions or countries. Maybe it’s about not pitching at all, and recognising when you should turn a potential client away to focus your energies elsewhere?

These are the questions that we’ll be discussing next week, when I join a number of influential speakers at ‘Brief Encounters,’ the Agency New Business Conference hosted by The Drum on 24th November 2015. This is the conference’s third year, looking at the most effective strategies for crafting perfect pitches and winning that all-important new business. There is an impressive line-up of speakers from various creative and marketing agencies who will be sharing their experiences and advice, including Andy Nairn, Founder of Lucky Generals, and David Shiell, CEO of House of Kaizen.

There will also be a number of well-known client-side speakers discussing their own experiences of working with agencies, including Amanda Neylon, Head of Digital at Macmillan Cancer Support, Carol Wolrich, Interim Head of Marketing at Honda UK, and Emily Scoggins, Senior Brand Manager at
New Look.

I’ll be joining Caroline Barker, Business Development Director at Creative Mass, and Miles Welch, Founder of Milestone Advisory, to speak on ‘Organising Your Agency Internally to Win New Business.’ An area of crucial importance when pitching for new business, I’ll be touching on how the internal structure of WAE affects our commercial success, organisational changes we make to facilitate new business, and how all of our departments work together to ensure that we are in as strong a position as possible to pitch for new clients. The structure of your agency can make all the difference, and I’m looking forward to sharing examples of how our organisation has met the needs of a number of clients such as Transport for London and the Metropolitan Police.

Our approach to new business

This really resonates with me, as I believe winning new business isn’t just about lead generation and prospecting, it is about making sure as an agency you are right from within. It is about creating an infrastructure and processes in order for the new business function to operate independently. It is also about creating IP and proactively taking ideas to clients rather than waiting for clients to approach you and gaining a reputation in the market for doing this.

And at WAE this is about feeding into the culture of the business itself and ensuing that we retain our team by empowering them. It is an extremely competitive world out there and retention of talent is a top priority for us. At WAE we have big ambitions and that means we have to maintain an amazing work environment that our staff feel passionate about.

The New Business Conference is particularly timely for us, as we push forward with our plans to expand our services into the healthcare, public sector and financial services markets. In fact we have just appointed a new development director, Moshe Braun, to our leadership team and he will be working with new and existing clients to develop successful outcomes to some pretty trick business challenges.

Don’t forget to come and see us at 12.15pm!

I’m looking forward to sharing my experiences and knowledge with the attendees (as well as learning a few new tricks!). Please do come and listen to the panel at 12.15pm both Moshe and I will be at the event and we would love to meet you.

Have you voted for eva yet?

We have recently been shortlisted for our work on eva, the video social network, in the ‘Best New Service or Application’ category of the UK App Design Awards. Our entry is now live on the awards’ site and is open to ratings from public, so please click here to cast your vote. Your support will make all the difference when the winners are announced on the 4th December!