Life is like a box of chocolates......

You never know what you're gonna get. When I sold my internet marketing firm to an Akron, OH-based agency back in 2000 I simply figured I would keep doing the "web thing" and stay out of the way. In May of 2002 I was offered ownership in the agency to handle all new business efforts. Back then we were COMPLETELY unknown, with a niche in packaged goods customer marketing, field marketing, and retail, though no one seemed to know that other than our clients. At that time we were a $7.3MM business with 63 employees.

As always, my impatient ass took off running, chasing a lot of dogs that had no money. I learned real fast who the good prospects were and by early 2003 I had everything in place - a comprehensive target list and tracking database, case studies, presentations, a new web site, a strong "story", and a tenacious, focused, and aggressive plan of attack. By 2005 I secured 55 new client opportunities, landing major AOR/assignment relationships with companies such as John Deere, Pharmacia/Pfizer, Sears, Kmart, Nestle USA, Clorox, Bombardier Recreational Products and more. In August of 2005 we were acquired by WPP, and today we have over 225 employees and annual income of over $22MM.

Why do I say all of this? Because I want to make it clear ANYONE in the agency business, if they make it a priority and a part of their culture, can win new business and grow. I am so sick of hearing agencies complain about their lack of new business - most of the time, unless you are one of the really big guys, you are not going to get invited into an RFP. You are not going to get called by someone from your yellowpages listing, at least not anyone who can really spend money. It takes discipline, consistency, persistence, a key point of differentiation, patience, and more to win big. Do you think today's CMO wants one more call from an agency? Hell no. Unless you add value and can prove it, you don't have a shot at getting their attention. I will talk more about adding value, breaking in, "making it happen" and more in future posts. In the meantime, remember, new business is the lifeblood of any company. What is here today WILL GO AWAY at some point. You need new business to replace inevitable losses, to grow, to gain further expertise, to enhance your reputation and frankly, to keep your employees motivated, challenged and confident in the business.