What’s in a name?

So, here we are again… Lockdown 2.0: the sequel.

Whilst there’s a certain amount of déjà vu, we haven’t been caught totally off guard like the first time around.  Creative agencies have adjusted better to working remotely and have the experience and tools to ensure that it’s now just ‘business as usual’.

And because we know that this could well be how life has to be for the coming months ahead, we’re all a bit more in control and a bit less afraid.

Those agencies that get it right know that new business campaigns should not be short term, but need to be part of a planned, overarching strategy that is employed and measured consistently. They also know that the new business team shouldn’t be sat within a silo, it must be fully integrated in the business of an agency to achieve its goals. It is not necessarily complacency that agencies can suffer from when seeking new business, but not refining the approach.

Here at The Hand, we’ve written before about the culture within the agency environment and the need to embrace the sales process. But we haven’t yet shared the essential tools for getting it right once the culture is addressed.