Small Spark Theory: a marginal gains approach to new business and marketing

In a market where new business feels harder, slower, and more competitive than ever, agencies can no longer afford to overlook the opportunity sitting right in front of them. Industry pressure, procurement complexity, and shrinking marketing budgets mean that relying solely on new client acquisition is risky. And yet, many agencies still underinvest in the skills, processes, and mindset required to truly grow existing client relationships. In this episode, I'm joined by friend of the podcast Catherine Allison from Master the Art to explore why client development is no longer a "nice to have" — and how agencies can reframe it from something that feels sales-led to something genuinely adding value. Together, we discuss the importance of deep curiosity about clients' businesses, the role of personal connection in long-term partnerships, and why confidence (and gravitas) matters more than ever when navigating client conversations. Catherine introduces her practical approach grounded in curiosity, connection, and compassion — and we unpack how agencies can use this mindset to unlock growth without damaging trust. In this episode, we unpack: Why client development is critical in today's new business climate How well agencies really understand their clients' full potential needs The difference between selling and genuinely adding value What "gravitas" looks like in client conversations — and how to build it How curiosity and empathy can drive commercial growth We also explore insights from the What Clients Think survey, including the finding that 77% of clients believe strong client development improves relationships, while 80% say they only have partial knowledge of their agency's full offer. Also mentioned in this episode: EP103: Unlocking Growth Through Client Leadership with Kim Lawton Design Business Association Training - Growing Existing Clients Design Business Association Training - Powerful Presentations What Clients Think Report One Small Spark This Cultural Life For more information on in agency client development support get in touch

Here we are at the end of 2025 and our last episode of the year. I know this year has been a tough one for many agencies, for many reasons. So I wanted to finish with a good news story. A case study of an independent agency (well two in fact) flourishing despite the challenges. Kim Lawton, Founder & CEO of Enthuse Marketing and COO & Partner at Inspira, joins to me talk about how building a relationship-first culture in her agencies has allowed them to weather many of the storms impacting agencies in recent years. We discuss the dymanics of client leadership and how systemised employee feedback, client feedback and a structured approach to client development can result in exceptionally high levels client retention and referrals. Of course we'll be giving away a copy of Kim's recommended read: The Chief Event Officer's Playbook by Sasha Frieze - simply listen in to find out how to win. Wishing all our guests and listeners a wonderful and relaxing festive break. We look forward to bringing you more inspiring conversations in 2026. Also mentioned in this episode: Let It Burn by Zoe Scaman Design Business Association In Focus Report One Small Spark Further reading: 5 Ways to Build and Maintain Strong Agency-Client Relationships in a Competitve Market

New business, business development, lead generation, prospecting. Call it what you will – for agencies, the practice of attracting and winning new clients has evolved. Technology continues to diversify our services and expand the marketplaces in which we operate. Alongside this, terminology shifts, client expectations rise, and the range of macro issues impacting brands and businesses keeps growing. Navigating the needs of prospects – then clearly articulating and demonstrating how we meet those needs – has always been fundamental to agency success. Yet, as highlighted in the Design Business Association's recent In Focus report, "new business" is now seen as the most significant risk facing agencies in both the short and the long term. So, it feels like perfect timing to welcome two brilliant guests who are working at the frontline of business development, landing significant new clients for some of the most impressive agency talent out there. In this episode, I'm joined by Nicky Rinks and Rich Banham from Daylight Bureau. Together, we unpack: The ideal conditions for cultivating business development skills How to approach outreach when you have a highly strategic or complex offer Why prospect stakeholder management matters The role of AI and automation vs. human engagement in business development Practical tips for boosting your new business pipeline Of course there is a cracking book recommendation The School of Life: An Emotional Education by Alain de Botton. Join the conversation on LinkedIn using #smallsparktheory and we will pick a winner and send a copy. Also mentioned in this episode: Design Business Association In Focus Report 2025 Win Without Pitching by Blair Enns The Personal MBA: A World-Class Business Education in a Single Volume by Josh Kaufman One Small Spark Monthly Email Further reading from Daylight Bureau: The Unseen Variable: Solving the Agency Pipeline Paradox

Finally – an episode dedicated to AI! Not the big "future of our industry" debate, but a practical look at the contractual and IP implications of our growing use of AI tools in agency life. While the larger networked agencies may already have policies in place, for many smaller independents — or those who rely heavily on freelancers — this episode is well worth a listen. I'll admit, this is a topic that makes my head hurt a little, but thankfully Sharon Playford, consultant solicitor at Excello Law, joins me to unpack the fast-evolving legal landscape around AI use in agencies. Together, we explore: How AI impacts confidentiality, NDAs, and client contracts The intellectual property challenges of AI-generated content Why agencies need clear AI policies and staff training Practical tips for protecting client data and avoiding legal pitfalls This month's book recommendation is Careless People by Sarah Wyn-Williams — tune in to find out how you can win a copy! This episode is supported by Zack Southall Fitness

Welcome to the 100th episode of Small Spark Theory! You may have spotted that earlier this summer, Emily Penny and Joel Stein released the Fully Saturated UK Design Agency Positioning Audit. Packed full of insights, analysis and examples of agencies that really manage to cut through the noise, it's the first audit of its kind. In this episode, Emily joins me to take us through her methodology in compiling the report, discuss the attributes of some of the best positioned agencies and share the key takeaways for leaders of agencies (of any discipline). You can download a summary of the report or sign up for Emily and Joel's September 16th Online Masterclass and the full report here. Emily and Joel have kindly offered a hefty discount to Small Spark Theory listeners (and subscribers to my newsletter). Just use SMALLSPARK at the checkout. And of course we will be giving away a copy of Emily's recommended read: Integrity Etc.: Turn uninspiring company values into future-shaping strategy by Dave Greasley and Rob Alderson - listen in to find out how to win. I'd like to take this opportunity to thank each and every one of our guests and listeners over the last 100 episodes (over almost nine years). Let's keep learning together and landing the small and the big wins! This episode is supported by Zack Southall Fitness.

I'm always fascinated with innovations in the space that exists between agencies and their potentail clients, whether that's new marketing channels (hello podcasting!) or services that are designed to make the process of agency selection or client aquisiition more effective. So I was delighted to be introduced to Pete Sayburn, co-founder of StudioSpace, a brand new agency marketplace model allowing clients to easily access the very best independent agency talent. In this episode we discuss Pete's own experience of scaling an agency to successful exit, how the StudioSpace model is cutting through some of the tradtional agency selection red tape and most importantly, the agency attributes that are resonating most with clients. Of course we'll be giving away a copy of Pete's recommended read: Shoe Dog by Phil Knight - listen in to find out how to win. This episode is supported by Zack Southall Fitness.

Against a backdrop of news disproportionately full of business headlines, this month felt like the perfect opportunity to bring a client perspective to this podcast. And who better to guide us through todays challenging landscape than John Gleason. Having worked at Proctor and Gamble for 20 years before setting up his strategic consultancy, A Better View, John advises both clients and agencies on how to deliver better, more relevant, more valued (and valuable) solutions. In this episode we explore the current state of design as a discipline and John shares insights from The Future of... - the conference he co-organised and co-hosted last month, bringing together design leaders to discuss whether design is declining, facing diminishing influence, or just struggling to communicate its business value. We take a candid look at the pressures design professionals are experiencing, with John offering data-driven observations about design's role in modern organisations and practical advice for agencies and design teams to remain relevant and impactful. John's recommended read is Reboot: Leadership and the Art of Growing Up by Jerry Colonna - listen in to find out how to win a copy. Also mentioned in this episode: Design Business Association Experts Further reading: The Business of Design by Roger Martin Change by Design by Tim Brown (former IDEO CEO) Reimagining Design, Unlocking Strategic Innovation by Kevin Bethune Non-Linear: Navigating Design with Curiosity and Conviction by Kevin Bethune Further listening: Strategic Counsel Creative Series Episode 1: How Agencies Need to Evolve to Remain Relevant 20% The Marketing Procurement Podcast: 8 Things Every Agency Says Want to know more about client listening? Get in touch.

One of the most exciting developments I've spotted so far in 2025 has to be the launch of the Department of Creative Affairs (DCA). So, I was delighted that DCA's founder, Amar Chohan, was able to join me for a chat here on Small Spark Theory. In this episode, Amar shares his career journey—from aspiring lawyer to media sales—before spending 11 years at Contagious, championing creative excellence. Now at the helm of DCA, Amar is on a mission to shine a light on independent agencies, helping them form stronger partnerships and gain the recognition they deserve. We talk about the frustrations with the traditional intermediary model and explore how DCA is taking a fresh, transparent, and content-led approach—giving independent agencies a louder voice and a fairer shot at attracting marketing spend. Amar's recommended read is The Hard Thing About Hard Things by Ben Horowitz—listen in to find out how to win a copy. Get in touch with Amar here if you'd like to learn more about how DCA can support your agency. Also mentioned in the episode: Pay-to-Play Pitch Schemes Are Putting Agency/Client Relationships at Risk One Small Spark – Gunpowder's monthly challenge email.

This episode tackles the art of measurement in agency marketing and new business. Discover why consistent tracking of marketing activities can reveal patterns and enhance decision-making. Learn a straightforward method for logging actions and outcomes, and how to plan around seasonal trends. Lucy introduces a structured pipeline measurement system, emphasizing emotional detachment and effective opportunity grading. Gain insights into tracking gross versus weighted pipelines for performance visualization, all aimed at driving better business outcomes.

Kicking off our 2025 line-up, we catch up with previous guest Jim Hawker. Since discussing client development with us back in 2019 (see EP28), Jim has gone on to sell Threepipe, the agency he co-founded 20 years earlier. He finally exited the agency last year to focus on a variety of new ventures as a fractional CMO, VC, and agency advisor. Jim shares his insights on the key challenges agencies faced in 2024 — from forecasting income to dealing with ghosting prospects and balancing resources. He also offers a fresh perspective on how agencies can better align their offers with evolving client needs, particularly when it comes to driving international growth. We discuss tips for agencies looking to thrive in 2025 — including reviewing and differentiating your proposition. And if an eventual exit is part of the plan, we explore the steps you need to take and the benefits of Employee Ownership Trusts compared to a trade sale. No book recommendation this month; instead, Jim shares his current podcast must-listen: "Revenue Vitals" with Chris Walker Also mentioned in this episode: One Small Spark - Gunpowder's monthly challenge email.