The Importance of BD DNA

1. Make BD Everyone’s Business 

Caroline Ayling, Marketing Director at JAA, says it best: 

"A culture of new business being everyone's business." 

That mindset shift helped JAA to back-to-back record-breaking years. In 2025 they’re on track for exponential growth once again. And it didn’t happen by accident: 

"A general elevation of our new business and marketing materials driven by my newest hire, a dedicated content and design expert." 

Caroline’s role is clear: "To make new business enjoyable, exciting and rewarding." 

It’s a reminder that BD works best when it’s a team sport, supported by smart hires and a clear sense of ownership. 

2. Brand and Visibility Still Matter 

BD doesn’t start with the pitch. It starts with profile. 

Alana Herington, Brand and New Business Director at Exposure, combined comms and conversion to deliver real growth: 

"Delivered £6M growth in one year, achieving Exposure’s strongest financial performance to date." 

Her approach? Build awareness first: 

"Elevated brand visibility, generating record press coverage in Campaign and re-entering the PRWeek 150." 

Then nurture the pipeline: 

"Nurturing a client for a year resulting in a win a whole year from the first conversation." 

Brand matters. So does patience. 

3. Listen First, Sell Second 

The strongest BD leaders are still the best listeners. 

Robert Yardy, Head of Business Development at Leighton, puts it simply: 

"Listen to the client. Not just nod along, really listen and do not be afraid to ask questions. Fully understand what they want to achieve from the project. From a business and personal perspective." 

His team saw four direct wins by leaning into this approach and creating value around a common client need: tech stack migrations. 

"We invested internally on building two AI tools to enable a client to move from one platform to another far more efficiently i.e. quicker and cheaper." 

The lesson: commercial creativity starts with curiosity. 

4. Create a Pull, Not a Push 

Studio DRAMA’s Frankie Guzi has seen real traction from a different kind of BD strategy: 

"We are not chasing clients... We are building a gravitational pull around DRAMA and the incredibly high quality of our output." 

That approach helped land new major agency partnerships with BBH, TaxiStudio, Interbrand and more. 

It works because it’s rooted in strategy and storytelling: 

"My BD DNA is relationship-driven, powered by strategy and education and ultimately storytelling-led." 

5. Bake in Creativity 

At Joint, Sam Jones has reframed new business as a creative discipline in its own right: 

"There’s no reason why you shouldn't make new business the most creative discipline in the agency." 

And it’s paid off: 

"Wins for a vast spectrum of different brands like Fridge Raiders, Richmond, Quilter, Belvoir Farm, Origin, Leeds Building Society." 

Sam’s method? Push beyond the obvious: 

"I push myself, and the teams I work with, to go above and beyond at every stage of the process. Because when clients are sifting through a dozen near-identical RFI submissions, the only way to cut through is with creativity." 

6. Growth Requires Focus 

Whether you’re an emerging agency or an established name, growth doesn’t happen without intent. 

Neil van Ginsburg, Co-Founder at Ruffle: 

"My business development DNA is defined by a growth mindset – I’m always looking for ways to create value and expand the business." 

That focus helped Ruffle land big-name partnerships with Google, Invisalign, Strong Roots and Freshpet, and pick up major wins at both the Content & PR UK Awards and the Global Agency Awards. 

7. It’s a Team Game 

BD can’t be an island. Henry Regan, Co-Managing Partner at Carbon Global, keeps his focus on people: 

"Building a business at the speed we have but not forgetting what really matters which is the people we work with and their wellness." 

And the values that guide his team? 

"Listening, consistency, process, diversity and working together as an ensemble." 

Takeaway from The BD100 winners 

The most consistent insight across all these conversations? BD is still about people.