Straight Talking with Tonic and e3 – Event Takeaways

Yesterday Upfront welcomed a fantastic array of representatives from a diverse cross-section of agencies to hear two fantastic speakers discuss the importance of a joined-up approach to business development, marketing and communications.

In a packed room at The Zetter Townhouse, we were treated to talks from Tonic founder Kerry O’Connor and e3 Business Director Miranda Glover. The day’s presentations were moderated by our very own Guy Edwards, Director of New Business at Upfront.

Kerry’s presentation highlighted the consequences of not aligning an agency’s marketing and new business teams, and spoiler alert: it doesn’t end well! She then gave us insightful tips on the process, talent and resources required to implement a successful new business and marketing strategy.

Miranda followed with a wonderful, working example of how e3 is moving into a new business culture. Taking David Bowie as her inspiration, Miranda delivered a rousing demonstration of how e3 have developed a strategy, much like the one described in Kerry’s previous message.

One thing that really stood out as key, in both presentations, is the need to make new business part of the agency culture and having the right people, in the right roles, to maximise their potential and drive new business:

In Kerry’s words: “your team has to buy into the [new business] process for it to really work. Embed New Business in culture and encourage people to get involved.”

This was echoed in Miranda’s talk, as she encourages agencies to “look at the talents you have within your agency and exploit them! It’s good for your business culture, and good for your employee satisfaction.”

Both presentations were packed full of insight, and we will be posting a full breakdown of the top-tips from both, very soon.

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