For advertising agencies, landing new business often gets framed as “winning big accounts” or “signing clients with the biggest budgets.” And yes—budget matters. You need resources to create great work and generate meaningful results. But focusing solely on dollar signs is short-sighted. Read more » The post New Business Isn’t Just About Big Budgets appeared first on St. Gregory.
For advertising agencies, landing new business often gets framed as “winning big accounts” or “signing clients with the biggest budgets.” And yes—budget matters. You need resources to create great work and generate meaningful results. But focusing solely on dollar signs is short-sighted. What really makes new business valuable isn’t just the size of the client’s wallet—it’s the quality of the relationship you build with them. And that is why you need to be willing to pass on opportunities if you don’t feel the relationship will be a good one.
At their core, successful agency-client partnerships thrive on trust and open communication. A large budget without clarity or collaboration won’t lead to long-term success for either side. Agencies should be looking for clients who want more than just a vendor—they want a business partner.
One of the first things that sets a productive relationship apart is honest communication about goals and benchmarks. Many businesses come to agencies with vague or unrealistic ambitions like “we want to double leads” or “we need better brand awareness.” A good client relationship starts when both parties are willing to sit down, get specific, and discuss measurable objectives. What does success look like in real numbers? Open dialogue about these goals, as well as how long it’ll take to reach those goals, is key to a good relationship.
Along with openness about goals, there needs to be a willingness to share ideas and information. The more involved the agency is in the daily discussions of a client’s business, the more effective they can be in your marketing. An agency can’t do its job well if it’s working in the dark. The more insight a client can provide—about their customers, pain points, internal challenges, or sales process—the more tailored and effective the agency’s work can be. It’s a two-way street: agencies should also be transparent about strategy, process, and performance data. When both sides are open with each other, the work naturally improves.
Trust is the foundation that holds all of this together. Without trust, even the largest budget gets wasted on second-guessing and missed opportunities. Building trust takes time, but it starts with small things: following through on promises, showing up prepared, delivering honest feedback, being real in tough situations—even when it’s hard to hear. Over time, these small actions accumulate into a solid working relationship where both sides feel invested in the outcome.
It’s also essential that the relationship feels mutually beneficial. A healthy agency-client dynamic doesn’t feel like one side is always asking and the other is always giving. It should feel like both parties are working to solve problems, avoid issues, celebrate wins, and navigate challenges side by side. This kind of balance creates long-term partnerships that are sustainable and enjoyable for everyone involved.
While it’s tempting to chase after clients with the biggest marketing budgets, smart agencies know that new business is about more than money. It’s about finding the right fit. Pursuing new business can be an expensive venture, which is why we focus on partnering with the right clients instead of the biggest client. It makes life easier that way. And spending more time helping your current clients succeed will be much more profitable in the long run than spending too much time trying to impress potential new clients to add to your roster. Focus on what you have, and you won’t have to spend half of your work week finding a client to replace the one you just disappointed.
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