New Business is the lifeblood of agencies. It is the barometer by which they are judged. The competitive nature of the pitch process forces agencies to constantly upgrade their services, resources and personnel. There’s nothing more energizing and rewarding for an agency than winning a major client assignment after an exhaustive review. It’s validation and, sometimes, vindication. It’s recognition that the agency, as Thomas Wolfe would say, has the Right Stuff.
The New, Agency New Business Paradigm
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