FUEL LINES Fueling Ad Agency New Business Through Social Media

MICHAEL GASS

FUELING AD AGENCY NEW BUSINESS

An Alabama native, I studied communications as an undergraduate and went on to earn two master’s degrees.

A decade has passed since I made a career change into advertising that would eventually lead me to develop my own new business consultancy for small to midsize ad agencies.

At my first agency, I was an account executive. The agency had gone through several persons hired to lead new business. I was asked to give it a try. I quickly discovered that I have a natural gift and passion for soliciting new business. Within two months, I led in the acquisition of two significant accounts: Olan Mills Portrait Studios, an industry leader with hundreds of portrait studios throughout the U.S., and Moore-Handley, a $178 million national hardware distributor — the second largest in the country.

I soon discovered there was a demand for good new business executives.

Means Advertising, in Birmingham, Alabama, asked me to lead their new business efforts. During my first year with the agency, I was able to solicit 51 prospective client meetings, amazingly through cold calls. That year I also secured 11 agency pitches, which included a $20 million account.

Lewis Communications, asked me to lead new business for the corporate office in Birmingham and their full service offices in Mobile, Alabama and Nashville, Tennessee. Lewis was the agency that launched HGTV and created the Dream Home Giveaway campaign.

I was part of the pitch team that landed the MasterCraft Boats account, the most recognized boat brand in the country. Acquired an offer to help launch The Water Channel network and led in the development of a healthcare division at Lewis which now includes eight prestigious and highly profitable academic medical center accounts.

BOHAN Advertising | Marketing is a large regional agency in Nashville, Tennessee.

BOHAN recruited me to be Vice President of Business Development. During my first year, the new business unit secured 42 prospective client meetings; 17 presentations; 8 pitches and had 5 wins which included the Hotel Jerome in Aspen, Fazoli’s Restaurants, Palm Beach County CVB, Eastman Chemical and the Gary Player Group.

After speaking and writing about best new business practices from my own experience and requests from numerous agencies for new business advice, I decided to launch my own consultancy. I’m focused and passionate about one thing – helping smaller to midsize advertising, graphic design and public relation firms be better with their new business efforts to reach the clients they really want.

“LWT Communications retained Michael to consult with us on business development and agency branding. We have been very pleased with his advice and suggestions as we move forward in this process. I would highly recommend Michael to any small to medium-sized ad agency looking to strengthen their position and create positive buzz. I would recommend Michael’s services for anyone who is looking for ways to position and separate your agency from your competition. Michael’s ideas and strategies have been completely outside the box as well as right on target.””

Cindy Scott, Director of Business Development,LWT Communications

“Michael’s message by and large is that agencies should practice what they preach. As a general rule ad, agencies try to be all things to all clients for fear of losing potential business. We were no different. But, Michael’s tactics and strategies forced us to focus on what we know best and the result has been more opportunities than we could have imagined.”

Stephanie Holland, CEO  Holland & Holland Advertising

Case Studies

$50 M Full Service Advertising Agency

$65 M Full Service Advertising Agency

Career New Business Acquisitions:

• 20/20 Rearch
• ABSCO Fireplace & Patio
• AGWAY Energy Products
• Alabama Natural Gas Association
• AMBEST Truck Stops of America
• North American and International Mission Boards
• Averitt Express
• Baptist Health System
• Coffee Healthgroup
• Colonial Properties Trust
• Dentsply International
• Eastman Chemical
• Fazoli’s
• Freightline
• garyplayer.com
• GMA Foundation & GMA Gospel Music Hall of Fame
• Healthspring of Alabama
• Hotel Jerome, Aspen
• Innovative Machine Corp.
  
• LifeTrust – Morning Side Assisted Living
• LifeWay Christian Resources
• Lifewaystores.com
• March-Brown, Ltd.
• Meadowbrook Healthcare
• Murray Mowers
• Olan Mills Photography
• Nashville Convention Visitors Bureau
• Palm Beach County CVB
• Professional Helicopter Pilot Association
• Profitability Magazine
• Province Hospitals
  
• Saginaw Pipe
• Shelby Baptist Medical Center
• State Farm Insurance (Southern Zone)
• State Volunteer Mutual Insurance Company
• UT Southwestern Medical Center
• University of Virginia Health System
• Wake Forest University Baptist Medical Center

“My experience with Michael during the Callaway Gardens (agency) search was terrific. He was the key contact person and did everything right from my perspective. He was responsive, engaging, buttoned-up, passionate, creative and simply a pleasure to work with.”

Jeff Nixon, Agency Search Consultant, former President of Austin Kelley

“Mike has been an invaluable resource to my agency. He is an excellent strategic thinker who knows how to zero in on appropriate new business prospects so I don’t waste time and resources pursing clients that aren’t a good fit.  He has great people skills and a knack for reaching and effectively communicating with decision-makers.  If you’re looking to grow your agency with the right kind of clients, Mike is the guy who can help make it happen.”

Don Beehler, President, ABC&D Communications