Events

the intelligent new business seminar 

join us for a discussion on:

Retain to Gain.
...Tactics for improving organic client development for digital agencies

One of the most frequent new business objectives we hear, particularly from digital agencies, is the desire to move their client base from project-based relationships to longer term arrangements or even retainers, thus avoiding the hand to mouth nature of the ad hoc relationship. Ten years ago, the relative newness of digital marketing might have justified the lack of client commitment, but now, with more trust (and spend!) than ever before being placed online, perhaps now is the time for brands to reconsider digital work on a project-by-project basis.

Our annual Intelligent New Business surveys, which go back to 2002, all indicate that positive referrals and recommendations from colleagues are key influencers in new business situations but while some individuals seem to effortlessly grow every new client that comes their way, more often than not, it's not that easy - and in some cases, just delivering on the initial project is demanding enough, without having to find time for client development.

So how do you actually achieve this holy grail of successfully developing a client from a project into becoming their agency of record? Should it be the responsibility of the account team or the new business team? Is it a question of schmoozing when opportunities arise, or do you need a more structured approach? How do you avoid being pigeon-holed? How do you get the balance right between being proactive versus managing the sometimes delicate politics of your existing relationship? And is it possible to take anything from the traditional ad agency techniques or is the digital arena a whole different ball game?

To address these and other questions, please join us and a panel of experts from in Intelligent New Business Think Tank in a round table discussion. It's taking place on Thursday 4th February at 4pm, at JWT, 1 Knightsbridge Green, SW1. If you would like to attend please email chris.gordon@rain-maker.co.uk


Our panellists include:

Chris Cowpe - a founder of The Caffeine Partnership, Chris has over 35 years experience in marketing, including CEO of DDB where he was closely involved with Tribal DDB. He's co-author of How to Win Friends And Influence Profits (the art of winning more business from existing clients) and the Caffeine Partnership's key function is to advise companies, brands and individuals on growth strategies.

Paul Kirkley - Business Development Director at JWT. An account man for 15 years, Paul became Business Development Director in 2007. Since then the agency has won new business from companies including Nokia, Baileys, Royal Caribbean, Debenhams, and Baxters. Paul is also responsible for organic client development and during his tenure the agency has won additional business from clients including J&J, Unilever and Mazda.

David Hart - Managing Director of Codegent and vice chair of BIMA. Codegent is a digital agency who works with clients including the BBC, Nickelodeon, Swarowski, Barclays and American Express. At BIMA David is committed to promoting the idea of the UK being a world-class centre for digital innovation and to bring more benefits to BIMA members in the areas of publicity, networking and education.

Mark Clark, Consultant, jfdi® - Mark currently works with a wide range of agencies, across all disciplines, with the sole objective of helping them win more new business. As part of this remit, he created the jfdi® New Business Academy programme which gives client-facing agency teams the skills to grow new business from existing clients. Prior to jfdi® he worked at both small and multinational agencies in client service and management roles, latterly as a Senior Vice President for Europe, Middle East & Africa at McCann Erickson.

About the hosts
The Intelligent New Business Group (INBG) comprises of Pearlfinders, Rainmaker Consulting, and Blossom. Taken together, they speak with over 600 marketing decision-makers around the world each week to gather exclusive intelligence on their plans, challenges and their supplier hiring intentions and preferences. Using this information,&