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New Business Is Your Agency’s Biggest AI Risk
New Business Is Your Agency’s Biggest AI Risk Over the past year, I have observed ad agency leaders discuss AI with visible excitement and underlying apprehension. Many agree: “This changes everything.” The problem is that…
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The AI Marketing Operating System
The AI Marketing Operating System For decades, marketing ran on a familiar structure. Leadership sets direction.Analysts processed data.Strategists planned campaigns.Creatives brought them to life.Media teams executed.Account people managed the process. People were the engine. But…
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The Pipeline Wasn’t the Problem
The Pipeline Wasn’t the Problem A few years ago, I had a video call with an agency owner who, by most external measures, was doing fine. Revenue was steady. Referrals were trickling in. The calendar…
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Agency Core™ 2026 Is Live
Agency Core™ exists to help agencies make better decisions by giving them clearer context. It is the passion project of Susan Baier, Co-Founder, Agency Core, and CEO, Audience Audit, and Brian Gerstner, Co-Founder, Agency Core,…
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What’s different, what’s the same in BD
Agency business development looks very different from a year ago. Even more so than five years ago. At least on the surface. Underneath, it’s the same animal it’s always been since I started doing this…
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Three Things to Consider in 2026
Three Things to Consider in 2026 December is that magical time when agency owners swear next year will be different. Fewer fire drills. Better clients. Cleaner pipelines. More sleep. It’s also the season of denial.…
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Are you using AI in New Business
Are you using AI in New Business If your answer is some variation of “we’re experimenting,” that time has passed. I treat AI like a Swiss Army knife strapped to my belt. Not a novelty,…
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The Art of the List: Win More and Better Clients
The Art of the List: Win More and Better Clients For many ad agencies, new business often feels like an endless hustle. Pitches, proposals, referrals, and the occasional inbound lead that leads nowhere. But here’s…
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Is AI Coming For You
Is AI Coming For You As an ad agency owner, you face tremendous competition. Google the term “Ad Agency” and you get 4,570,000 results. Google will likely show you only 40 pages of results. I…
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10 BD Problems and How to Bury Them
10 BD Problems and How to Bury Them If you’re running an agency in 2025 and your new business pipeline feels thin, inconsistent, frustratingly quiet, or deceased, you’re not alone. I talk to agency owners every…
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Some Agencies Are Winning Now: How About You
Some Agencies Are Winning Now: How About You Let’s not sugarcoat it. 2025 tested every agency leader’s grit. Margins are under pressure. Marketers are in triage mode. Headcounts are leaner. Budgets are delayed. And the…
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The New Ad Agency Search
The New Ad Agency Search If you’re an ad agency owner or business development leader, now’s the time to rethink how you’re tracking and engaging in the search process. While legacy consultants hold on to…
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3 Essential Steps: Awareness, Understanding, Trust
3 Essential Steps: Awareness, Understanding Trust Ad agency business development is easy. The first thing to do is make your future clients aware of your agency. “Yes. I’ve heard of that agency,” says the CMO.…
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Why Most Agencies Waste Money on Consultants (And How to Be the Exception)
Why Most Agencies Waste Money on Consultants (And How to Be the Exception) Many believe this will be a big year for the ad industry. Budgets are up. Enthusiasm is up. Technology is revolutionizing the…
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Agency Growth Strategies for 2025
Agency Growth Strategies for 2025 The start of a new year means excitement, anticipation, and the thrill of better times ahead. This year, all the signs are good. The economy will keep growing. Marketing budgets…
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What Makes Your Agency Different
What Makes Your Agency Different I secured a meeting with a VP of Marketing and my client. Since I had just started working for her, I joined them for coffee to see how she handled…
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The Business Development Dilemma
The Business Development Dilemma 2025 is fast approaching, and agencies are finding themselves at a critical inflection point. The industry is rapidly evolving in three dimensions simultaneously, presenting exciting opportunities and tough challenges with agency…
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Adding Value and Building Trust: 15 Steps to Better Biz Dev
Adding Value and Building Trust: 15 Steps to Better Biz Dev Are you planning your new business strategy now? Or thinking about planning soon? Maybe you’re too busy to think about tomorrow? Wherever you are…
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AI-powered New Business Strategy for Ad Agencies
AI-powered New Business Strategy for Ad Agencies Ad agency new business strategy development is always exciting when we reimagine what our agency can do to attract and win more and better clients. This year, that…
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The Secret to Agency Growth–Differentiation
The Secret to Agency Growth–Differentiation While I may seem like a broken record, the importance of agency differentiation and positioning for growth cannot be overstated in supporting successful business development. Agency differentiation and positioning is…