ABSTRACT
New business is advertising agencies' lifeblood. It enables you to hire staff and to replace decaying and departing business. New business comes in two forms from existing clients who agree to spend more on advertising, and from new clients. An advertising agency's new business plan must reflect its future income projection. New business goals can be spelt out in financial terms, e.g. a 1 million per annum client to come on-stream in May and a 3 million per annum client in September. Personal contacts don't usually provide you with new business on a plate. Almost all the people you work with, in your agency, at advertisers and in the media, are worth keeping in view. New brochures, reports, campaigns, Christmas cards, articles interesting to contact and any press coverage on the agency all provide opportunities for renewing contact. It depends on their approach to business and on whether clients asked before hand.
