“It will come as no surprise to those involved in growing agencies that 2024 hasn’t exactly been a vintage year. And when the market is tough, we usually tell ourselves that we just need to push a bit harder, be a bit louder, or chase down that story in Campaign a bit faster.

We quickly realised that the solution wasn’t simply to do more, but to think more laterally about where our growth might come from.

Instead of relying purely on hope that “something” would drop in from the open market – and shouting harder into the void – we implemented a strategy aimed at tapping into our existing networks. This included getting in touch with partners at other agencies, engaging with ‘warm’ prospects, and reconnecting with lapsed clients we hadn’t spoken to in a while. Via Yonder Media and Collective Studios, we packaged up our media buying and creative production credentials and started reaching out to more targeted audiences.

We also have the advantage of being part of Worldwide Partners, a global network of independent agencies, which was a natural starting point for expanding beyond the UK. As we fine-tuned our offering, our reach quickly broadened.  And it worked.

Over the last 12 months, this approach has driven growth across our business, securing clients such as WhoGivesACrap, Interflora, Netflix, Alka Selzer and Biotiful, to name just a few.

Breaking out of the go harder, louder, faster cycle  in new business is tough. We thrive when we’re busy, but this frenzied level of activity rarely gives you the chance to pause and reflect.  This is compounded by the constant rush from pitch to pitch. While there are many upsides to a finely tuned pitch machine, it certainly drains our ever-dwindling resources. So, making a shift like this was about making choices – putting that energy into something else.  And that takes a fair bit of confidence and conviction.

The massive upside to this kind of activity has been the shift in mindset – from relying on hope that a pitch will just land in our inbox to taking control of our own destinies. That confidence spreads, and you can feel the energy of the agency change when you make that shift.

New business should never be the responsibility of just a few senior people or a single team. When it works, it becomes embedded in the agency culture. We’re still on that journey, but we’re  already seeing the benefits of a “facing out mentality”, which now shapes all our marketing and growth activities. This includes showcasing our thinking in a broader set of titles in the trade press, identifying sources of future growth, and everything else in between.

Try something new. Honestly, it’s as simple as that – because if it doesn’t work, you can always try something else.”