Lucy Mann
Small Spark Theory: a marginal gains approach to new business and marketing
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Lucy Mann
Small Spark Theory: a marginal gains approach to new business and marketingEpisodes
Lucy Mann
Small Spark Theory: a marginal gains approach to new business and marketing
Good podcast? Give it some love!
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Episodes of Small Spark Theory
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Small Spark Theory has always been about a mindset. When I started this podcast back in 2017 I wanted to harness the marginal gains thinking that was and still is, so prevalent in elite sport and apply it to an altogether different kind of winn
Early on in my agency career I often used to hear the expression 'great creative work will sell itself', and its close cousin 'do great work and the clients will come'. Of course we know that in reality, certainly for the majority, these things
Over the recent months, I have observed how agencies have been experiencing the impact of economic uncertainty - including the stalling of client decision-making, frozen budgets, disappearing pipelines, and everything in between. In their recen
Over recent episodes we’ve referenced many of the macro issues facing brands which have in turn slowed down or stalled new business opportunities for agencies. But there’s an elephant in the room that we’ve yet to address; the growing trend of
EP85: Changing perception | Steve Garside | TMW Have you ever felt that your agency is pigeonholed by clients and prospects as being a specialist in just one thing, where in reality you have so much more to offer? Of course being se
Here we are at the beginning of 2024 and it feels fitting for our first episode of the year to celebrate change. Last Summer, 40 year old agency Thompson Brand Partners rebranded as ThreeTenSeven - the final iteration of the agency’s repositio
December 2023 marks seven years of Small Spark Theory. Mindblowing then that’s it’s taken this long for a dedicated episode on the topic of proposals - such a crucial element of the new business process but a perennial pain point all the same.
Regular listeners to this podcast will know that we spend a lot of time here talking about relationships. Of course there is much to say in our industry about creativity and marketing and technology innovation, but fundamentally, as agencies we
I have met many agencies over the years who have had ideas for spinning out their own products. The outcomes have been varied. From those who have successfully launched and created additional revenue streams, to those who have continued to sca
How much of your agency revenue comes from overseas clients? Did you know that the US is the largest recipient of UK exports, receiving £3.9bn worth of advertising and market research services, – a value that has more than tripled since 2020? I
Understanding how clients are buying agency services is fundamental to how we shape our new business and marketing strategies and processes. In recent episodes we’ve heard perspectives from procurement expert Tina Fegent and lead generation exp
Winning new clients has never been straightforward. But after the upheaval of the last few years, last year in particular we saw an added complication - resource. And of course that scarcity of talent naturally increased salary expectations,
I feel as though we’ve been skirting around the edges of a beast of a topic for some time on this podcast, namely emergent technology and its impact on agencies. Of course, no single episode is going to unpick the labyrinth of challenges and op
In recent episodes, we’ve talked a lot about change and uncertainty, the persistent undercurrents unsettling our new business efforts and impacting our client relationships. So, it seems a perfect time to speak to someone who has an unrivalled
When I saw the title of Matt Watkinson’s new book, Mastering Uncertainty, earlier this year I jumped at the chance to interview him on the podcast. Matt runs LA based agency Methodical. His first book, The 10 Principles Behind Great Customer
The recent acquisition of new business agency Future Factory by their leading competitor Ingenuity has been headline news in the new biz community. For me it was the perfect opportunity for a long overdue catch up with co-founder Alex Sibille.
Any regular listeners to this podcast will know that I love agencies. I have a deep fascination for the dynamics of what are often small businesses, almost always servicing larger organisations and adapting to the continually shifting sands of
How do you feel about the year ahead? Confident? Concerned? Uncertain? Wherever you are on this spectrum, one thing we must be, is ready. I particularly like the work that Steve Parks does at Convivio because he focuses heavily on the macro is
Whichever way we cut it, 2022 has been A LOT. The last few years have seen so much change; for individuals, businesses and our industry. Many of us are still adapting. Whether we are recalibrating, reinventing, surviving or thriving, we’re doin
It’s been a little while since we had a client perspective on this podcast, and given the current economic wobbles, now feels like an excellent time to remedy this. So I’m delighted to share this conversation with Gareth Turner. Having enjoyed
It’s been a while since we talked about new business talent on this podcast. But after a bumpy couple of years, it seems like the right time to shine a spotlight on the superstars in our industry who willingly show up every day to seek out new
The theme for this series has always been to explore how we can use a marginal gains thinking to improve agency new business and marketing performance. That said, I’m conscious that in some episodes, when we do a deep dive into a particular ele
There is no doubt these are troubling times. As the economic storm clouds gather, we are all bracing ourselves for some pain in the months ahead as marketing spends come under pressure. But what concerns me most is the timing. For most of this
Over recent episodes we've been taking a deep dive into some very specific elements of agency marketing and prospecting. We revisited agency positioning with Roland Gurney at Treacle, really got to grips with thought leadership with Mark Wel
After a tough couple of years, I’ve been spotting some really positive signs in agencies over the past six months; clients seem to be spending, delayed projects are being given the green light and new business pipelines are flourishing. But the
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