The Importance of BD DNA

What It Took to Make The BD100 2025

Every year, The BD100 gives the industry a chance to recognise the talent that keeps agencies growing. At DNA, we’re proud to back the people driving growth across the creative and marketing industries. And this year’s list? It’s proof that business development isn’t about one-size-fits-all strategies. It’s about finding your BD DNA and making it count.

We asked those featured on The BD100 2025 what was their BD DNA. Here’s what they said.

 

Building Belief Over Time

"Nurturing a client for a year resulting in a win a whole year from the first conversation." — Alana Herington, Brand and New Business Director, Exposure

Alana’s story is a reminder that great business development doesn’t always happen overnight. Her work with LEGO and Honda helped deliver £6M growth in a year and Exposure’s strongest financial performance to date. But it was also about brand building behind the scenes: increased visibility, press coverage in Campaign, and getting the agency back into the PRWeek 150. Her BD DNA? "A mixture of commitment, passion, positivity and a little bit of spice."

Creativity That Cuts Through

"There’s no reason why you shouldn't make new business the most creative discipline in the agency." — Sam Jones, New Business & Marketing Director, Joint

That advice stuck with Sam. It shaped how he approaches every new opportunity. The result? A portfolio of wins across brands as varied as Fridge Raiders, Richmond, Quilter and Belvoir Farm. His BD DNA is rooted in "creativity in service of growth," pushing teams to go beyond the expected and craft submissions that stand out.

Investing in the Long Game

"We are not chasing clients... We are building a gravitational pull around DRAMA and the incredibly high quality of our output." — Frankie Guzi, Business Director, Studio DRAMA

Frankie’s relationship-driven approach has turned Studio DRAMA into a trusted typographic partner for agencies like Interbrand, BBH, and Taxi Studio. Powered by strategy, education and storytelling, her wins are built on substance. Her BD DNA proves you don’t need to shout the loudest, you just need to be clear, consistent and compelling.

Engineering Smart Solutions

"We invested internally on building two AI tools to enable a client to move from one platform to another far more efficiently. This led to 4 direct new business wins." — Robert Yardy, Head of Business Development, Leighton

For Robert, BD is about solving the right problems. Listening well. Asking the right questions. Then going back with something that changes the conversation. "Listen to the client. Not just nod along, really listen... Fully understand what they want to achieve from the project." The result? Innovation that wins business.

Growth with Purpose

"Building a business at the speed we have but not forgetting what really matters which is the people we work with and their wellness." — Henry Regan, Co-Managing Partner, Carbon Global

Henry’s BD DNA centres around "listening, consistency, process, diversity and working together as an ensemble." Growth has come fast for Carbon Global, but not at the expense of culture. It’s a useful reminder that business development is a team game, and that care, not pressure, is what keeps it sustainable.

Creating a Culture of Growth

"New Business is everyone's business." — Caroline Ayling, Marketing Director, JAA

At JAA, 2023 and 2024 were record-breaking. 2025 is on track to do the same. Caroline credits that success to a mindset shift, where new business isn’t just one department’s job, it belongs to everyone. "You have to have a positive energy and force driving that from the top and that is my role. To make new business enjoyable, exciting and rewarding."

Staying Curious, Thinking Big

"My business development DNA is defined by a growth mindset - I’m always looking for ways to create value and expand the business." — Neil van Ginsburg, Co-Founder, Ruffle

Neil’s wins, spanning Google, Invisalign, Strong Roots and Healthspan, came from always asking what more can be done. It’s a simple but powerful idea. Don’t wait for growth to come to you. Go and create it.

 

What We've Learnt from the BD100 Winners

•       Consistency and care lead to long-term wins

•       Listening well is more powerful than speaking first

•       Creativity isn't optional, it’s a differentiator

•       Business development works best when everyone owns it

•       Strategic investments in tools and process can drive real results

•       Relationships still matter most

•       Purpose-led growth builds sustainable success

The BD100 continues to show us that business development is about showing up with intent, being curious, and building real momentum.

If you're hiring for business development, look beyond the obvious. DNA Recruit specialises in finding the people who live and breathe growth, and who bring their own BD DNA to the table.