So, you’ve read a little bit about why it’s helpful to have some big agency new business experience as you build your career. Here’s part one on this topic. And, here’s a bit that explains some of the general benefits of working in new business. (For agencies of any size.)
But as is sometimes the case with this hastily written and occasionally helpful blog, I forget a point or two. Today’s few hundred will explore a bit more about why big agency experience is helpful.
The very best new business theater story I have comes from pitching a $20m dollar piece of business at FCB Chicago. We won the business because we knew the prospect better than anyone else (and reflected that in the pitch.) We were up against Leo Burnett, Ogilvy and a couple of other alphabet soup agencies. These were and still are excellent competitors that forced us to bring our best game. Every time. Welcome to the bigs, baby!
This is closely related to the above story. But back in the day, we invested heavily in new business. There were FIVE people on our new business team. No expense was spared with regard to decision-maker research, consumer / category / company / competitor research, travel, pitch theater, freelance, etc. And we had all the access to training and new business resources imaginable. All the bells and whistles. Wisely used, these resources increased our closing ratio and gave us competitive advantage.
A couple of watch-outs connected to this idea.
Watchout#1: Bigger agencies don’t necessarily expose you to better quality pitches.
Could big agency new business experience help you develop faster as a professional? (Due to the competition, increased resources and sheer number of smart, successful peers that are bringing with them ideas and best practices from other alphabet soup shops.)
Meh. Your mileage will vary.
Watchout #2: you don’t NEED this experience to build a successful new business career.
Our industry is changing rapidly and “the bigs” aren’t nearly as important as they used to be. Digital and social media, for instance, could be considered pretty important…perhaps even a higher priority if you had this kind of hole in your resume.
Anywho, hope this post was one of the more helpful ones! Should you have any specific questions, feel free to contact me. Thanks. And, happy career-ing?!