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Writing an Annual Plan for New Business: Why It’s Important, Where to Start and What to Include

About this Webinar

"You can't manage what you can't measure.”--Peter Drucker

The new business function at many ad agencies is more about blocking and tackling than thoughtful planning. But by taking the time to create a plan that sets expectations for your new business team (as well as the agency as a whole), you’ll shift from reactive, scattershot pitching to more thoughtful, proactive growth. If you’ve never written an annual plan before, it can seem like a daunting task. 

Join agency new business expert Jody Sutter, The Sutter Company (www.thesuttercompany.com), as she helps you get the ball rolling with a basic formula that any advertising agency can use as a starting point. 

Key takeaways:

  • Why an annual plan is so important – for your agency and for your career
  • Where to start – an easy outline to get you going 
  • What to include – the key areas of information you’ll want to feature 
  • How to manage the people you work with so you’re getting the right information when you need it
  • How to get it all done – tips for managing your timeline
  • Getting the buy-in you need so you can execute the plan from the start
  • Useful tools and resources.  

Who should attend:

This webinar is ideal for new business directors as well as senior executives including CEOs, CMOs and COOs who are tasked with plotting the strategic direction of their agency. 

About Jody Sutter:

Jody Sutter is a veteran agency new business executive with 20+ years of experience running new business development teams for agencies, large and small and spanning a diverse list of disciplines including R/GA, OMD, Havas Media and The VIA Agency. Jody is currently owner of The Sutter Company (www.thesuttercompany.com), a consultancy that helps agencies and other marketing firms take a more proactive approach to growing their business.


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