One of the advertising industry’s best known and most highly regarded Client Services Directors – Simon Derungs.

This show is a must listen to if you’re interested in finding out how to win, retain and create chemistry with clients.

In this show, Simon shares the wisdom that he’s accumulated in the advertising world since the early 90s.

We discuss how the ‘Suits’ and the ‘Creatives’ learned to play nicely together, the dramatic Co-op ad that never made it to print, how the UK ad industry works for societal good, the UK’s huge, deep and never ending creative talent and the industry’s constant navel gazing about its fees.

How do you put a value on ideas?

Some wonderful industry legends discussed and we look back on the last 90+ years of advertising campaigns, including the brilliance of jingles, instant creativity, the loss of the 45-second commercial and lots, lots more.

Show notes

Simon’s LinkedIn profile page here:

Maverick agency link here:

The You Agency here:

All of us at The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

Victor Houghton is back! In Episode 9 of the New Business Briefing, we discuss all the latest research that Victor has uncovered and we dive a bit deeper into the ones that meant the most to him.

There’s some great talking points for you to cover with your new business prospects, including:

  • Luck, serendipity, fate, kismet and chance. Is it really just happenstance or is it because your subconscious is picking up on clues?
  •  Why Reddit is becoming more popular than Google for fact-finders.
  •  The Gender Pay Gap Bot
  •  What Gen Zs realy think and why we should care
  •  LinkedIn’s Career Breaks product Profiled

Show notes:

Wolff Olins strategist lauds serendipity – Creative Brief

Early adopters are shunning Google’s search results in favour of Reddit 

What Gen Z really think and why you should care. GWI

The Gender Pay Gap Bot Vice

LinkedIn is introducing Career Breaks

All of us at  The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

The Advertist helps new business, advertising, marketing, digital and PR agencies find their sales mojo through our intuitive news, insight, contact data and market intelligence services.

If you’d like a free trial please contact us at

Stephen Knight, ex-Advertising agency leader and one of the power players in the modern advertising industry runs a network of businesses all devoted to one thing: increasing the opportunities for people in the creative industries to network, swap stories, compare notes and generate new business.

Pimento sits at the centre of his businesses – a network of small but mighty agencies who are set up to take on the most complicated of briefs and compete against the modern monolithic agency groups.

Business development platform The Advertist – sponsor of Fuel – has just joined Pimento with a special offer for its members, so it seemed only fair to invite Stephen on and interrogate him about what we should expect.

True to form, he did not disappoint. Because access to the Pimento network opens up a galaxy of other benefits including travel discounts, racing (horses and cars), career advancement, executive coaching and lots lots more.

An hour of great anecdotes and advice from a true warrior of the creative world!

In this show, we discuss:

  • Career motivation
  • Diversity in the industry and creative solutions for change
  • How CEOs grow and bring their staff along
  • The future of Pimento
  • The art of winning new business
  • Mickey Mouse the motivator
  • Why they don’t write ’em like they used to!

Show notes

Stephen Knight’s LinkedIn profile here:

Pimento LinkedIn here:

The Pimento Network web site here:

All of us at The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

How do you grow from working in the agency, to ON the agency?

Robin Bonn is an expert mentor, coach and new business person, specializing in the creative sector, helping agency owners nurture their growth ambitions.

Learn Robin’s best-selling tips for making sure that leaders bring their people with them on the journey and how to develop the new business pipeline into a long-term 3-5 year strategy.

What’s the magic ratio of referrals to cold new business and how do you delegate growth responsibility?

A fascinating hour of conversation with one of the best in the business!

In this show, we discuss:

  • The art of lifting your head up
  • Why having focus is a superpower
  • How to be a cutting-edge conformist
  • Alignment and decision making
  • Why creds decks stop you listening
  • How the pandemic created a no-fault reset
  • What skills are needed to win new business consistently?
  • The latest shots fired in the agency -v- consultancy war
  • What’s so great about soft-close kitchen drawers?

Also – Jeremy Davies on agency reception perceptions.

Show notes

Robin’s LinkedIn profile:

Co:definery web site:

All of us at The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

Part two of the interview with Andrew Tenzer about his and Ian Murray’s research – Gut Instinct, The Empathy Delusion and  The Aspiration Window, which caused a tsunami of controversy in the creative industry by demonstrating how, sometimes, creative agencies can assume too much about the mindset of consumers.

What do they say about assumption and its parental reputation?

Andrew discusses how there is compelling evidence that the creative industry often imposes its own views on the creative execution of advertising and marketing campaigns, incorporating tropes, stereotypes and urban myths that bear no resemblance to the target audience. And with the cost of advertising being so high, why are we still taking such massive risks?

What happened to the entertainment side of the business? Why do people actually buy products and services and what can the industry learn from all this research?

In this show we discuss:

  • Shouldn’t the ad industry be encouraging its clients to pay tax?
  • The advertising industry’s trust problem
  • Brand and social purpose don’t sell products: the facts
  • How the advertising industry’s mission contradicts ESG ambitions
  • How the ad industry supports platforms that create the chaos
  • How to deal with Twitter trolls
  • The Dictator Game
  • Reach plc’s cookie dilemma

Show notes:

Andrew Tenzer’s LinkedIn profile:

Ian Murray’s LinkedIn profile:

Gut Instinct report here:

The Empathy Delusion report here:

The Aspiration Window report here:

The Righteous Mind:

All of us at The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

Andrew Tenzer is Director of Market Insight & Brand Strategy at publisher Reach plc and one half of the team that published three controversial reports into the creative industry: Gut Instinct, The Empathy Delusion and The Aspiration Window.

All three reports set out the case that the creative industry is losing its focus on selling goods and services in favour of promoting green or social causes, mainly because the people in the industry are conditioned to believe these are priorities.

Andrew and his research partner Ian Murray contend that the socio-economic biases of the creative industry are not in tune with mainstream thinking. And Andrew should know; Reach plc is the largest consumer news publisher in the country and his insights shape the news and marketing agenda of this £500m organisation.

This is an extensive interview – so large in fact that we split it into two parts. The interview might make for uncomfortable listening for some in the industry, but our job is to have both sides of this debate in the open.

Andrew discusses the three reports in a highly engaging and entertaining way, and if you don’t want your agency to ignore nearly 50% of the global consumer mindset, then listen on.

In Part 1, we discuss:

  • The impact of social media on national health strategies
  • The BBC licence fee
  • Is trust in decline?
  • What inspired Andrew and Ian to question the creative industry’s perspectives
  • The East and West’s thinking styles
  • How society’s evolution has influenced ad land’s biases
  • Social media, confirmation bias and the need for fact-checking
  • Ad industry’s individualistic thinking
  • How his research has been pulled into the left/right political debate

This is vital listening for planners, strategists and anyone working in new business.

Also – Jeremy Davies delivers some brilliant points on referral and cold new business.

Show Notes:

Andrew Tenzer’s LinkedIn profile:

Ian Murray’s LinkedIn profile:

Gut Instinct report here:

The Empathy Delusion report here:

The Aspiration Window report here:

The Righteous Mind:

All of us at The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

Using LinkedIn for new business by Keith Smith, Managing Director of new business platform The Advertist.

Have you tried NOT using LinkedIn recently? It’s almost bloody impossible.

How did that happen?

Since Reid Hoffman and his team launched the service in 2003, LinkedIn has attracted 756 million members and generated about $8 billion in revenues (as of January 2022).

Stunning stuff

And it underlines just what a great idea it was, is and how useful its going to be, as we all try to make sense of this remote world we now live in.

I must admit, when it launched, I ignored it. In 2003, I was still driving to meetings, sometimes an entire day for one meeting, or taking the train – same timescales, and generally being so much less efficient than I am now.

I now use LinkedIn all the time. Our businesses use LinkedIn all the time. Some of our folks are power users, but for my own personal LinkedIn account, I just use the basic free version.

I’m constantly being told by business acquaintances that I have a pretty good LinkedIn profile and they admire how much effort I put into it. During the week, I’m plugged into it all day. That little red notification icon is what I live for. It’s my endorphin trigger.

It may sound a bit sad. In fact, there’s no MAY about it; it does sound sad, but I’m not giving it up. To paraphrase Charlton Heston, you’d have to pry that mouse out of my cold, dead hand.

Because I’m a believer! I find LinkedIn the single most useful business platform in my arsenal. It’s where I generate contacts, friends, and business. It takes work, but it’s worth it.

LinkedIn is like a 3D business card, where you can manage your own message. It’s a Godsend.

So why are so many people not making the most of LinkedIn? If I had a pound for every meeting I’ve had where people say something like “ Yeah I know I need to build up my LinkedIn profile, but I just haven’t got round to it,” I wouldn’t need to work for a living.

In this article I’m going to give you some simple quick wins that you can use to take your profile from super loser to super user.

Why me?

I also have the benefit of The Fuel Podcast, where I’ve been able to interview some of the people I view as most effective users of LinkedIn. The experts, the Linkerati.

People like John EspirianNeil Schaffer and Ella Orr. If you want to really get into LinkedIn social media marketing, you need to speak to John or Ella and sign up to their courses – all great value.

In the meantime, I thought I’d share some of my collected wisdom and ideas that you can use to enhance the free version of your LinkedIn profile – to make sure you maximise your time on the service.

So let’s get down to it.

Let’s start with your profile picture.

Avoid party shots, wedding shots, ‘cropped from a group’ shots, or anything where you are holding up a half drunk glass of booze – unless booze is your job. We’ve all got wonderful cameras these days, so use it to take a nice, sensible, work-related profile shot.

If you are creative, then by all means add in animals, animation or digital effects. They can make people smile and as they say a picture can paint a thousand words, so utilize this in your profile pic.

Your name. Here’s where you get to tell people how you’d like to be known. “James (Jim) Spaghetti” You also have the option to indicate your pronouns and other bespoke features of your nomenclature.

Also, if you have an exotic or often mispronounced name (I’m SO jealous!) then – if you download the mobile app, you can record a 10-second audio clip of you pronouncing your own name. Very handy. And this is another branding opportunity, as you’ll hear from my example.

Now we get to your headline. Just below your name

Here’s mine:

New business prepper. Host at Fuel podcast, MD, The Advertist new biz platform. New business as easy as ABC!

You have 120 characters to make an impactful statement. John Espirian advised me to use up all the characters and to break it down into three parts. Your mission, your company and then a memorable pay-off line. I used to have “probably thinking about bacon” but now I’m vegetarian, that doesn’t work, so feel free to borrow that!

You also have the opportunity to let people know what subjects interest you by adding in hashtags and talking points.

To the right of your headline, is your company URL and web site. Do not waste this opportunity to promote your latest web launches. You can change this around to fit whatever your latest campaign might be, so make use of it.

Directly under the headline section is your ‘Providing Services’ section where you can detail all the different skills you bring to the table.

Underneath this is your Featured Content. Your shop window. Use this to let people see your latest posts and points of view.

Beneath that, is a chronological view of your latest posts. Here’s where you need to pay attention to what you post. If you like delivering snarky one-liners or trolling people, then they will show up here. Alternatively, you could use this window to show new visitors how insightful and informative (and witty) you are.

Underneath this is the meat of your profile – ‘About’, Here you have 2000 characters, so go crazy and use them all. It’s a great opportunity to promote all the neat features of your career – accomplishments, a summary of your view points and attitudes and here’s where John Espirian really helped – add a key phrase or ‘secret word’ that people could use to prove they’ve actually read your profile. I think John says something like “mention the word Pineapple to prove you’ve read my profile”. I put “Get my attention – Mention the word “Bauhaus” in your LinkedIn invitation.”

To date, literally no-one has mentioned the word Bauhaus when they speak to me. Ho hum.

Also use the ‘about’ section to detail some interesting, little known facts about you. Some fun elements that give a sense of your personality.

Then we come to your career history.

Fill these sections in with as much detail as you can. You are in control of your past here, so use it to present the best side of your jobs and responsibilities. But please fill it in. Give readers a great opportunity to find out as much about your experience, your careers arc and your ambitions, goals, special projects etc.

The above should give you a shot at optimizing your profile. Obviously, I would strongly urge you to seek the advice of an expert like John Espirian & Ella Orr to cover off all the low-hanging fruit that tells people more about you.

Part 2

Stay on top of your LinkedIn activity because it is simply the easiest way to control your brand online.

However, there is one more – highly important factor to bear in mind with LinkedIn that will really make you stand out, and that’s your engagement.

How you interact with others on LinkedIn is critical to your visibility. From a new business perspective, this is your opportunity to engage with prospects in new areas or companies, with insightful and knowledgeable comments and posts, so don’t just hit ‘Like’ and hope they see it and offer you a pitch. It will never happen.

Here’s a tip that can both work for you and against you. Commenting on a post gives it oxygen. It lets the algorithm know that a post is worthwhile and engaging. So if a prospect has posted up something you want to respond to, then respond with a few sentences of praise, additional info, support, endorsements etc. It will give the original post life and it will be circulated to your contacts and followers. However, if you get dragged, or someone shades you on LinkedIn, don’t respond, because – for the very same reason, you’re literally trying to put out a fire with gasoline.

I guess the biggest thing that I’ve learned is to engage. Like voting, it’s best to to it early and often. Stay on top of your LinkedIn activity because it is simply the easiest way to control your brand online.

There is another facet to LinkedIn that I get asked about a lot and that’s advertising. Specifically “Is LinkedIn advertising worth it?”

That, I’m going to leave for anther day and another podcast because my good friend Ben Salmon has a few choice things to say about that and it’s all good.

LinkedIn has been one of the most significant inventions in the business community in the last 20 years. Don’t squander the chance to promote yourself and your business.

This newsletter is only the briefest of how-to’s and if I get enough feedback, I will do a more in-depth, blow-by-blow instruction, for those who really want to tune up their profile.

Thank you for letting me marvel at the brilliance of LinkedIn. I hope that you too get to maximise your LinkedIn activity because in my humble opinion, it is a key asset in the new business and sales arsenal, and you should ignore it at your peril.

And finally, thank you Reid Hoffman for inventing LinkedIn. I love your work.

To me this is an innovation as momentous as sliced bread. In fact, it’s the best thing since sliced bread.

Our love/hate relationship with cookies is about to end, so how will we be able to identify our new customers?

Fear not! Because solutions architect Tom Ridges is the CEO of GDLabs, a targeting platform that can analyze sales data to predict where your next best customers are and his company has just been VC funded to help agencies identify and track sales for their clients.

Using a ground-breaking combination of AI and data science, Tom’s team have turned the whole problem on its head and developed a solution that doesn’t rely on packets of data, but instead takes all your existing customer data and tells you where you should target your sales for growth.

Frankly it’s awesome, and if you work in business development and listen to this show, you’ll have bragging rights for months, in any discussion about where we go after cookies have been outlawed.

Tom delivers a tight 45 minutes of non-sciency data discussion to explain how your agency can stay ahead of the pack and give your client a best-of-breed solution.

In this show, we discuss:

1st, 2nd & 3rd party data advantages

The timeline for the end of cookies

The alternatives to cookies and why surveillance and intent marketing doesn’t work

The democratization of customer data

Big data -v- little data

Why it’s important to be ahead of the curve

Where to look for your next new clients and customers

Plus talking of giving up cookies, Jeremy Davies is back with a monologue about agency new year resolutions.

Show notes

Tom’s LinkedIn profile here:

GDLabs web site here:

The ‘Data For Bluffers’ podcast here:

FREE TEST your data to see how it works here:

How NBC Universal is handling it:

All of us at The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

Oops, we did it again! Helen Calcraft is undoubtedly one of the most high profile VIPs in the creative industry. A self confessed “New biz girl at heart”, Helen is one third of the leadership of Lucky Generals, the agency responsible for some of the world’s most creative campaigns on both sides of the pond.

If you want to know what motivates Helen to not only champion the cause of integrity in the advertising industry, but also commit so much time and effort to philanthropy, then this is a blockbuster of a show for you.

After several attempts to pin the recording date, we finally sat down together just before Thanksgiving but there’s not a trace of turkey to be found here. It’s all insight, tips and advice for anyone working in the creative industry – all delivered with Helen’s trademark personal and stylish touch.

In this show, we discuss:

  •  Helen’s early career at AMV BBDO, her inspirations, mentors and agency friendships
  •  The art of being an entrepreneur and what led to the formation of MCBD
  •  Can the magic still happen for advertising startups?
  •  Nabs #TimeTo and sexual harassment
  •  Cancer Research and Helen’s personal struggle
  •  Can we tax the wealthy?
  •  The need for change on our environmental priorities
  •  What agencies Helen really admires
  •  Helen’s top 3 campaigns of all time
  •  Outsized Post-It notes
  •  The importance of clients having a mission
  •  A totally honest appraisal of agency life under lockdown
  •  The back story to ‘that’ Amazon Alexa Super Bowl advert
  •  The importance of bathing
  •  And Helen’s nomination for the most beautiful and romantic pop song ever written
  • We also have a themed monologue from Jeremy Davies, who manages to link Peter Pan to new business research.

All of us at The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

6 Ways to find new business in 2022 & Who’s looking at you by Keith Smith, Managing Director of new business platform The Advertist.

How many of you put prospecting for new clients at the top of your business New Year’s resolutions?

Given the instability in most sectors right now, I hope that it’s most of you.

New business is your insurance. I like to call it business prepping because you’re insulating your business against the false starts, delays and ghosts that can eat away at company morale and that all important financial cushion.

We all need to put our own company’s survival at the top of the list, and keeping a solid list of new prospects on the books is a vital feature of good business practice.

All growing businesses need to know these three navigation tips:

  • Where they came from
  • How they got here
  • Where they’re going to

New business provides you with one of the critical components of the last part. New prospects help define the future direction of your agency.

So here’s a quick checklist of free advice on how and where you can prospect for new business in 2022 and they all have one thing in common; disruption.

New business thrives wherever there is disruption. Not catastrophic, but bumps and turbulence that your agency can address to make the prospect’s journey smoother.

Area 1: Current Affairs

Check the vertical trade press that cover your agency’s areas of expertise (or where you want your agency to be). Aside from the obvious sources, there are plenty of blogs, Vlogs and news channels run by enthusiasts and specialists. Look for NPD-related stories and breaking news about company activity that doesn’t always make the mainstream media. Armed with some current news and a few talking points related to your agency, you can not only pick up the phone and begin a conversation but you can also seed social media with thought leadership and opinion pieces to encourage conversations with new prospects.

Area 2: General news

Like the first point but a more long-range overview of current affairs. Looking back 2-3 months in any vertical sector, you can identify trends, concerns, issues etc that are talking points among your target prospects and not those that you assume are significant. There’s nothing more deflating than a cleverly constructed opener being met with “But that’s not relevant to us”.

Area 3: Database sales

You bought that subscription to a CRM system, so use it. Freshen up your cold prospecting database, identify ten of the top targets and create a narrative that works as a one-to-many sales piece. I never recommend mass-mailing – especially in a climate where ‘empathy’ is the key watchword but picking the best 10 prospects and working them through to a conclusion allows you to cleanse your list and adapt your horizon.

Area 4: People Moves

There is no excuse for not knowing the career updates of prospects and companies in your target sectors. We have so much information about new appointments available at our fingertips, and reaching out with offers of help is a guaranteed way to win hearts and minds. Everyone wants to shine in their first three months, so what can you do to help?

Area 5: Tenders

Many SME agencies think that tenders are too time-consuming and pointless to pursue, so they become low-hanging fruit for agencies that are set up to deal with them. Agency frameworks, opportunities to tender, and requests for information are circulating all the time and these can be big wins that can provide meat and potato revenue to underpin your agency.

Tenders are also a wonderful sign of disruption and can give new business prospectors a clue as to the future direction of big companies. So even if the tender isn’t relevant, it’s a great talking point with your prospect.

Area 6: Mergers and Acquisitions

The critical cause of disruption occurs when a fresh injection of capital or an MBO, MBI, seed round, acquisition, disposal or spin-out happens. Back in my early days of sales, new company launches were a minefield of time-wasting conversations. But with money looking for 3, 4, 5 and up to 10x returns, companies and innovations that were once to be avoided are attractive multi-million pound or dollar opportunities for growth. Their leaders are forward-thinking, imaginative disruptors who thrive on new ideas and ground-breaking, daring proposals.

Use your time efficiently; do the simple things.

Prospecting for new business #bizdev in this climate means that you cannot rely on historical spending trends. Neither can you rely on the biggest time-waster of sales – intent marketing. Using search engine algorithms analyzing search terms from a company does not provide proof of what a company is looking for. It’s pointless chum in the water, so don’t be distracted.

Instead, rely on your personality, sector knowledge and play to your agency’s strengths.

Here’s a piece of free advice that I love – Clients want to work with agencies that do work they love. In a neck-and-neck race for new business, a client will always pick the agency that has already won their admiration.

So be that agency. Get on the front foot and put your agency out there using any of the six simple rules for new business prospecting I’ve listed above and get 2022 off to a positive start.

Profile Marketing

You may have noticed but I am a massive fan of LinkedIn. It is a wonderful networking sandpit and – in the absence of in-person connections, it’s important to make the best first impression. I’m going to do a newsletter dedicated to this subject next month but I wanted to offer a quick word of advice. LinkedIn is the absolute first place that any new prospect will look you up to check that what you say is so.

With this in mind, it is vital that your personal and your company LinkedIn pages are optimized to the fullest extent. This doesn’t mean you have to splash out for Navigator, it’s perfectly acceptable to use LinkedIn’s free service and there are literally hundreds of ways you can tweak your profile using great photography, clever summaries and poignant posts that will help you demonstrate yours and your agency’s capabilities.

For a full overview of what you can do – for free – to boost your LinkedIn presence, I was fortunate to interview my personal LinkedIn hero John Espirian a few months ago on the Fuel podcast and not only is he a charming man, he’s also spent thousands of hours mining, testing, adapting and refining his LinkedIn activity using nothing more than the basic service. Ignore this advice at your peril because LinkedIn is destined to become the preferred field of play for all your competitors this year.

Check out the podcast here:

I hope that you find these tips useful as a refresher for your new business drive and 2022 is your year for growth.

Happy prospecting!

For those of you who are looking for a business development platform to help fuel your new business pipeline we may be a bit partial but check out TheAdvertist and see how it can help you prospect for new clients!