How I grow revenue & margin
by driving a bold, agency-wide mindset-turning every touchpoint into a commercial lever.
I reimagine workflow, embed commercial sharpness at every level, and unlock value in every idea, process, and partnership. I champion actionable creativity, align teams behind growth-focused strategies, and turn cultural moments into revenue opportunities. Every project is a chance to elevate profit, fuel performance, and deliver commercial impact that pushes your agency ahead-fast, fearless, and unmistakably connected.
Here’s my 5-point plan focused on investing in talent, putting the right people in the right places, optimising tools and talent pipelines, building robust RFP and MSA pipelines, and scaling without losing the agency’s magic:
1. Invest in the Right Talent-And Place Them Where They Shine
Growth starts with people. Curate and nurture a pipeline of diverse, creative, and driven talent-then give them space to do their best work. Map strengths to business needs, ensuring every key role is owned by those who elevate the agency’s vision. Prioritise ongoing development and mentorship to keep your creative edge sharp.
2. Structure for Smart Scale-Right People, Right Places
As you expand, intentionally structure teams for agility, collaboration, and accountability. Move beyond silos: assemble multi-disciplinary teams tailored to client needs and growth opportunities. Make sure your best talent is visible to clients and strategically deployed-maximising their impact while preserving the intimacy and entrepreneurial energy that set your agency apart.
3. Equip Your People-World-Class Tools & Seamless Workflows
Don’t let growth dilute brilliance. Invest in best-in-class tools and clear, scalable processes that empower creativity and streamline delivery. Standardise what drives efficiency, automate the mundane, and continuously optimise workflows so your teams can focus on what they do best-crafting ideas and building client trust.
4. Build and Defend-Your Talent & Opportunity Pipelines
Success is sustainable only when fuelled by two robust pipelines: talent and new business. Systematically nurture emerging talent at every level while building a clear recruitment and development path. Simultaneously, invest in a strong RFP pipeline and proactive management of MSAs, ensuring your agency is always positioned for the next win-and not simply reacting.
5. Scale Purposefully-Service Growth Without Losing the Spark
Every client, pitch, and process should reinforce what makes your agency unique. Prioritise partnerships and opportunities that value your culture and creative DNA. Service MSAs with consistency and excellence while fiercely preserving the spirit and values that won your best clients in the first place. As you grow, make protecting your agency’s mojo a non-negotiable leadership priority.
In short:
Scale is a creative act. Growth is only real when every new person, process, and pitch strengthens the heart of your agency. Invest in talent, tools, and pipelines that fuel the future-without ever compromising what makes you brilliant. That’s how you expand while keeping your agency’s magic alive.
How to Win 80% of Pitches & Grow Client Revenue: 5-Point Winning Formula
1. Team Chemistry (15%)
I build pitch and project teams that spark immediate client confidence. Chemistry is engineered, not left to chance-matching personalities, experience, and energy so every meeting feels like a natural partnership in the making. Clients buy into people as much as ideas; the right team chemistry builds trust from day one and signals you’re invested in real collaboration, not just a transaction.
2. Deep Understanding of the Brief (20%)
We interrogate every brief, immersing ourselves in the client’s world-asking the right questions, uncovering hidden needs, and challenging assumptions. That means we’re not just responding; we’re reframing opportunities and bringing clarity where others bring generic solutions. When clients feel truly heard and understood, you become indispensable.
3. Creativity & Innovation (30%)
Creativity is our differentiator, but it’s always purposeful. We challenge norms, blend big ideas with strategic insight, and present solutions that break the mould-always connected to business goals, culture, and audience relevance. We co-create with clients, turning their ambitions into bold, actionable concepts that are impossible to ignore (and impossible not to buy).
4. Budget & Execution (20%)
We show creative ambition and commercial rigour in equal measure. Budgets are transparently mapped, with clear ROI and contingency planning. We turn ideas into scalable roadmaps, credibly demonstrating how we’ll deliver-on time, on budget, with no nasty surprises. This gives clients the confidence to trust us with their investment and reputation.
5. Standout Pitch Presentation (15%)
Finally, we sell with conviction. Every pitch is a crafted experience: storytelling that lands, visuals that excite, and a narrative that connects emotionally and commercially. We anticipate questions, showcase chemistry, and make it easy for clients to say “yes”-because we’re memorable, relevant, and sharply aligned with their vision.
The Winning Formula?
Engineer the people-to-people connection, immerse yourself in the client’s world, lead with fearless creativity, prove your commercial discipline, and pitch like the win is already yours. Repeat, and every opportunity becomes revenue-and every new win deepens the relationship for future growth.
