Why Business Development Is Every Agency’s Secret Weapon

Business development is the lifeblood of sustainable growth for creative agencies. While award-winning campaigns and bold creative ideas often steal the spotlight, it’s the strategic pursuit of new business opportunities that fuels long-term success.

Without a dedicated focus on business development, even the most talented agencies risk stagnating — missing out on fresh challenges, new markets, and opportunities to innovate.

Sean Devlin, Business Development Director at Penquin, sees it daily. “Creative agencies can easily fall into the habit of relying on the same portfolio of brands over time,” he explains. “But a strong business development function stretches creative teams, allowing them to apply their talents across new industries and challenges. That’s where real growth happens.”

SCOPEN Data: Why Business Development Matters More Than Ever

Despite the intense competition in the advertising industry, a surprising 64% of South African agencies still operate without a dedicated new business team, according to the SCOPEN 2025 New Business Report.

This is even more striking given that agencies pitch an average of 46 times a year, investing around R1.6 million annually into pitch processes — yet only 24% of those pitches are remunerated.

The SCOPEN report highlights that referrals (32%), chemistry (26%), and shared values (21%) are the top factors clients consider when choosing an agency. With client expectations evolving, the need for a focused, agile business development strategy has never been greater.

Agencies with strong business development practices are far better equipped to pivot with market demands — a reality Devlin underscores. “Reports like SCOPEN are invaluable,” he says. “But the real advantage comes from how quickly you apply the insights. Curiosity, agility, and a constant appetite for learning are what separate good agencies from great ones.”

Why Culture and Collaboration Win New Business

Devlin emphasises that successful business development isn’t just about chasing leads — it’s about creating a collaborative culture that lets strategy and creative thrive together.

“When pitching, the best outcomes happen when there’s mutual respect, healthy competition, and a genuine curiosity to solve problems,” he explains. “That’s how you create work that stands out.”

Insights from the AGENCY SCOPE 2023/24 report back this up: chemistry and cultural alignment between agency and client are critical to winning and retaining business.

He also cautions against trying to force a partnership where there’s no real fit. “Long-term success in business development comes from patience and pursuing the right opportunities — not every opportunity,” Devlin notes.

At Penquin, this focus on strategic alignment has already started to pay off. “One of my proudest moments has been seeing our team shift toward a real growth mindset,” says Devlin. “It takes hard work, but the results speak for themselves.”

Building for the Future

Looking ahead to 2025, Penquin is positioned for even greater impact. “We’ve built a strong foundation — now it’s about scaling thoughtfully, serving our clients better, and creating opportunities for our team,” Devlin says. “We’re ready for what’s next.”

In today’s competitive landscape, Business Development isn’t an optional extra

It’s a core pillar of agency success. Agencies that invest in business development — building strong systems, fostering the right culture, and staying ahead of industry shifts — will be the ones that thrive in the years to come.

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