Welcome to The Drum’s Biz Dev 100, powered by The BD 100, which aims to recognize and celebrate important role played in the media and marketing industry by those who source and bring in new customers and keep the fortunes of businesses on track.
Below is Charlotte Anderson, one of those at the top of their field who work in the UK biz dev sector.
Name: Charlotte Anderson
Job Title: Business Development Director
Agency: Rufus Leonard
What were your highlights of last year?
- Smashing our new business target by 100% - Conversion rate was 44% - Winning a global FMCG client, without any previous sector experience and without a pitch (by using IP and digital marketing) - aiming to gain clients in the charity sector and winning Macmillan and British Red Cross - winning clients that bought our strategic thinking, as well as our brand experience expertise - Launching our new agency proposition: Brand Experience Engineers™ - The launch of the Brand Experience Index™ which measures brand performance through customer interaction across all touchpoints
What has been your most memorable win - and why?
Winning a place on the BBC's digital roster. From the beginning, the process was unlike most pitches. The client was collaborative and open to direct dialogue throughout, which meant the pitch itself was more of a ‘ways of working’ session then a presentation. Not only was our strategic thinking and creativity tested, but we were assessed on our culture, commitment to nurturing talent and how we build strong relationships with clients.
How would you describe your approach to business development?
Business Development is the foundation for agency growth. It's vital that a considered, consistent and joined up approach is taken to build desire to work with the agency and keep the pipeline healthy.
What is the best piece of advice you’ve ever been given?
Don't be afraid to tell the truth to prospects. If you don't know an answer, say so. The best client/agency relationships are built on trust and mutual respect.
What would be your number one tip to anyone starting in business development?
Find a mentor - someone that's in a different agency, and use them as a sounding board. I'm very lucky that Tim Doust at FCBInferno was my first agency boss and to this day I still pick up the phone to him when I need advice.
What is your new business soundtrack?
The Foo Fighters - Pretender
Brands looking to appoint a new agency should look to The Drum Recommends for help. The Drum Recommends offers reviews of agency partners by their own clients to offer insights to the rest of the industry when hiring.