Spelling Matters

When I’m staring at ten near-identical agencies, my first instinct isn’t to pick the best one - it’s to eliminate the weakest. And honestly? I’m not too picky about how I do it.

I’ve dismissed agencies before for all sorts of reasons: I didn’t like their presentation style, their font choice, their hair… That’s how desperate I was to get from ten options down to three.

Another very easy way to get binned? A sloppy typo.

Sadly (for those pitching to me), I spent a decade as a journalist and writer before moving into PR and marketing, so I’m painfully attuned to misplaced apostrophes, rogue semicolons, and tragic misuse of “your” and “you’re.” And you should be too.

No Excuses

The good news? There’s no reason to have spelling mistakes in your work. Literally none. Your software is probably already underlining every questionable word like an angry teacher. And if you’re typing directly into a browser (like I am right now on Squarespace), tools like Grammarly have your back (and yes, I just misspelled "Grammarly" and it corrected me - point proven).

Everyone makes typos. We’re all guilty of fat-fingered mistakes. But don’t let something so stupidly avoidable be the reason a potential client crosses you off their list.

We could have been great together. But thanks to that misplaced hyphen, I’ll never know.

Be the Best-Dressed Pest

There was a time when an incoming call sparked excitement. Now? I just stare at the screen, bracing myself for yet another unsolicited sales pitch.

No, I haven’t had a car accident in the last two years. No, I don’t want to change my mobile tariff. No, I’m not interested in answering three simple questions about life insurance. And no, I don’t fancy going to my sister’s for lunch on Sunday (that last one was my mum, but you get the idea).

The problem with the relentless wave of cold calls is that we’ve all been conditioned to expect the worst when an unknown number pops up. And that’s a shame - because when we make a prospecting call, we actually have a solid reason for doing so.

How to Avoid Being Just Another Nuisance

New business agencies often carry a bad reputation, thanks to a handful of companies who treat cold calling like a numbers game - churning through thousands of calls a day with little regard for relevance or strategy. Think warehouses full of headset-wearing phone jockeys, desperately hoping that one in a thousand will accidentally say yes.

That’s not how you win clients.

We take a different approach:

1. We only call when there’s a genuine reason to do so. No scripts, no generic pitches - just a well-thought-out reason to start a conversation.

2. We do our homework. Before we dial, we’ve researched the company, their work, their challenges, and their industry.

Why does this matter? Because when you respect your prospect’s time, they’ll reward you with something invaluable: an extra 10 seconds of attention.

And that’s a lot.

Instead of being just another cold caller, mention a project of theirs that impressed you. Reference a campaign you’ve recently worked on that’s relevant to them. Show that you’ve done your research, and - crucially - bring a tailored suggestion to the table.

Suddenly, you’re not just another interruption. You’re informed, relevant, and adding value.

Yes, you’re still technically a pest. But you’ll be the best-dressed pest they’ll deal with today. And sometimes, that’s all it takes to get the ball rolling.

#BestDressedPest (I’m keeping that one).

We're no good at this

That isn’t true - it was just a trick to make you look. Sucker.

But here’s the thing: if I’d simply said, “We’re great at New Business,” you’d have shrugged and moved on. Why? Well, because of course we’re going to say that. Every agency does. And that’s the problem.

We review a lot of agency creds and websites, and guess what? They all say the same things:

1. We bring your brand to life online.

2. We deliver on budget, on time.

3. We really get under the skin of our customers.

4. We have unique industry experience.

5. We have a team dog who is “Head of Wellbeing” (or something equally pointless).

What does this tell us?

It tells us that in an attempt to sound impressive, agencies just end up blending into the background. If everyone is saying the same thing, no one is standing out.

Why tell me you deliver on time? Do you think there’s an agency out there proudly declaring, “We’re often late and sometimes over budget - oopsie!”? Or, “We probably won’t have the expertise to do what you need, but hey, let’s give it a shot”?

At Sponge NB, we run an exercise called Expected vs. Remarkable. Ask yourself: Do your clients expect you to be on time? Of course they do. So stop talking about it like it’s a selling point. You don’t announce, “Two or three times a day, we take a break to go to the toilet.” It’s expected. It’s not remarkable. (Now wash your hands.)

If you’re lucky enough to have someone read your content, make it worth their time. Ditch the clichés. Instead of wasting valuable seconds with generic statements, show me results. Tell me about the problem you solved, the challenge you nailed, the campaign that delivered beyond expectations.

Because no one cares that you “park your car between the lines.” That’s the bare minimum. Tell me something that actually makes me want to work with you.

Preparing for Success

Let’s skip the formalities and cut to the chase: you’ve done the groundwork, spoken to plenty of new business agencies, and now, you’ve made the right decision – you’re ready to hire Sponge NB. Congratulations. You’re officially a winner.

Now we’re just waiting, poised like a coiled spring, ready to spring into action. We’re a hungry hippo, a crouched cheetah, a tortoise eyeing that particularly tall buttercup. We're ready. What’s left? You’re not going to press the big yellow "GO" button (everything’s yellow here, by the way – it’s on-brand, but honestly, a bit tedious) until your house is in order.

Rather than waste precious time realising you don’t have half of what we need, let’s take a moment to get things sorted. Here’s what you can start organising now, so we hit the ground running with an AWESOME new business campaign.

1) Case Studies. Lots of Them (Preferably With Results)
We love a good case study. In fact, we much prefer sending a few targeted case studies to interested prospects over a generic creds deck. But here’s the thing:

2) A Standard Creds Deck
Yes, yes, I just said case studies are king, but variety is the spice of life. So, get us a solid creds deck as well. Keep it simple, keep it relevant – avoid fluff. No one cares about your agency’s aesthetic (the black-and-white, brick wall aesthetic is a tired trope) or the rich history of your office. Focus instead on the client-winning stuff: a concise list of what you do best, followed by real examples of you doing exactly that.

3) Targets. Know Who You’re Aiming For
As Sun Tzu (or possibly Ricardo Montalbán) famously said, "If you don’t know who you’re trying to hit, how can you hit them?" Don’t wait until we’ve got everything else in order to figure out who you want to target. Be specific. “Food” and “drink” are far too vague. At a minimum, have a ‘dream list’ of companies you’d love to work with. And feel free to experiment with us; if the education sector is uncharted territory for you, why not let us explore that for 10% of the database? You’d be surprised where it could lead.

These are just the beginning steps to ensure your new business campaign takes off at full speed. There’s plenty more to do, but start with the basics above, and we’ll be on the way to success in no time. See you at the buttercup.

Cut the fluff

Imagine a flow chart (I’m sure there’s an app for that, but I’m not bothered to find it). Picture the first question (probably in a diamond shape – I’m not entirely sure): “Is your creds deck over 15 pages long?”

If the answer is “no,” congratulations – you’re done. Feel free to take your shoes off, step outside, and enjoy some fresh air. Well done.

But if your answer is “yes,” I’m afraid you only have yourself to blame.

Your creds are far too long for cold-channel business, and that’s the harsh truth.

No one, especially someone who’s never heard of your agency, is going to spend ten minutes sifting through 30 pages of your creds. It’s just not going to happen.

So, what do you do?

(I’m glad you asked.)

Start by looking at each page of your creds deck and giving it a score from 1 to 5 based on how likely it is to win you new business.

A welcoming cover page? One page down, zero points.

A "Meet the Team" page? Another page wasted, zero points. No one is hiring you based on your photo (and if you think your personal experience is what seals the deal, just take a look at all the successful agencies made up of young, fresh talent).

I won’t go page by page, but I’m sure you’re starting to see the trend. The pages that score the highest are likely to be your case studies (because potential clients will hire you based on the quality of your work and results, not because of your quirky team photos) and testimonials (if you were good enough for Nike’s Head of Marketing, you’re probably good enough for anyone).

Pages that list services won’t win new clients, and anything that goes on about your methods, beliefs, or ethos? Ditch it immediately. This is new business – your job is to show them work that makes them think, "Nice work. Nice company." That’s it. You need to open the door for a conversation.

Forget about pages that boast about your building’s history or your agency’s combined 600 years of experience (why do agencies still do this?!). That stuff is irrelevant to a potential client you’ve never worked with. Save it for later when you’re in the room.

The bottom line: every page of your creds deck should be scoring 5/5. Keep it tiny, efficient, and effective.

Cold-channel new business is tough. But with the right approach, you might just stand a chance.

All About Us

In pitches, we often share an anecdote about consulting for an agency in the medical services sector. We walked into a second meeting with a rather frank critique of their “About Us” page (which they had specifically asked for, by the way – we weren’t being critical just for the sake of it).

The challenge was, they had spent two days "perfecting" this page, carefully crafting every line to highlight their backgrounds, experience, ethos, and even their trademarked processes (and believe me, it went on for quite a while). But here’s the issue – no one hires you because of that information. Sure, it’s nice to reassure potential clients, but in a world full of dynamic, fresh agencies winning work with little more than creativity and youthful energy, how compelling is it to say, "We have 225 years of combined experience"?

Instead, we suggested then (and we still believe now): Why not let your success and results speak for you? Rather than saying, “We were founded in 2012, and Dave used to work for a big agency,” why not lead with, “We’re the team behind the 75% increase in Visa’s sales last year”?

Such a statement is hard to dispute. If I tell you, “We’re the smartest agency in London,” you can challenge that. But if I say, “We’re the agency that created the campaign that got Young’s into Waitrose,” unless I’m lying, it’s a claim I can prove.

An “About Us” page built around this idea does several important things: it allows you to name-drop well-known clients (boosting your credibility), it shows the tangible results your work delivers (making potential clients imagine their own success), and it demonstrates that you’re savvy enough to know that squeezing a case study into your “About Us” page is far more powerful than talking about how you’re “always on time and on budget.”

It might seem like a small detail, but when it comes to cold-channel new business, every second on a call and every inch of content on your website counts.

So, don’t waste time discussing office dogs or quirky habits when you could be showcasing your brilliance to a potential client. Focus on what really matters: your track record and the results you can deliver.

Focus on What Matters

When I crave crisps, I focus entirely on the product. Am I in the mood for Hula Hoops, Quavers, or Monster Munch? I’m not concerned with who makes them or how they’re made. My only goal is to satisfy my craving as quickly as possible.

In fact, after writing that first sentence, I did a quick Google search and learned that Hula Hoops are made by KP Snacks, while Quavers and Monster Munch are Walkers products. I didn’t know that before, nor did I care. Why? Because it wasn’t relevant to my immediate need – getting crisps. All I wanted was the result: tasty snacks in my hand.

Think about this when deciding what visitors see when they first land on your website or open your newly emailed credentials.

Let’s role-play for a moment. Who is most likely to hire you? Let’s say it’s the Marketing Director. Now, put yourself in their shoes. What problem or requirement are they facing right now? Perhaps they’re looking for a new design agency to handle the branding for a new product. In that case, when the Marketing Director opens your creds, don’t let them wade through five pages about your process, ethos, or personal backstory. Instead, they should immediately see your branding work and how you’ve successfully tackled similar projects.

You provide a specific solution. What is it? What do people expect to receive from you when your work is complete? That’s what should take centre stage in all your communications.

If the Marketing Director is wondering whether you’re the right agency to bring their product to market, show them, don’t just tell them. Demonstrate your expertise by showcasing the results of your branding work, quickly and clearly. Don’t drown them in text; instead, let your portfolio and case studies speak volumes about your capabilities.

Sorry to be blunt, but unless you’re a household-name agency that clients hire just to impress their board, no one cares about your team or individual stories. They care about what you can do for them and whether they’ll feel confident or regretful after working with you.

So, prove that you’re the right choice. Show them how amazing you are, fast – not with words, but with results.

Winning New Business

Have you ever seen that Rick and Morty episode where phones sit on pizzas, ordering chairs for food, and using tiny humans as communication devices? No? Well, you're missing out - it’s a great one.

It also serves as a perfect metaphor for the multiverse theory - where anything can happen if you just accept the possibility of endless alternatives.

Now, let’s apply this thinking to your business world. Imagine a scenario where your only source of new business is through case studies. No pitches, no networking, no relentless LinkedIn spam, and certainly no trade shows. (I know, you’re probably wondering what you’re going to do with all the money you’ve just saved.)

Now, take a good, hard look at your website and your credentials. How strong are your case studies? Are they showcasing tangible results? Yes, your work should actually achieve something. If your medium is visual, are the images doing justice to the work, or is there more text than visuals? If your case studies rely on words, are there any annoying typos, awkward spaces, or egregiously misused semicolons? And most importantly, if the client was happy with your work, is there a glowing testimonial to back it up?

Because case studies are GOLD.

Let me tell you, anyone hiring an external agency doesn't trust you immediately - and frankly, that's just the way it is. It’s not your fault, but it’s a reality you have to face.

That’s why hyperbole should have no place in your case studies. All I want to know is what you achieved. Start there. Then, break down how you accomplished it so brilliantly. That’s what will matter most to potential clients (aside from, of course, the cost).

So, here’s a little challenge for you: Imagine that every new business opportunity you pursue hinges solely on your case studies. How do you feel about them now? Are you still confident, or is it time for an overhaul?

If you’re not sure, it’s time to step up your case study game. Remember, results speak louder than any sales pitch.

Deliver What They Want

I’ve said it before and I’ll say it again – I absolutely love the “Skip intro” button on streaming services like Netflix and Amazon Prime. It's a small but genius feature that saves time and gets straight to the point.

For the creators who’ve spent months crafting a TV show, this might feel like a slap in the face – a blunt recognition that viewers aren’t really interested in their hard work. But, as painful as it may be, it’s also a smart move. It stems from asking the key question: “Why are people here?”

For Netflix viewers, they’re there to watch a show or movie. No one’s watching to find out who wrote the episode of “Lucifer” (and, honestly, who would?). The vast majority of users are there for one thing and one thing only: to be entertained. The rest is secondary.

Now, let’s apply that thinking to your own business, website, or portfolio. Why are visitors on your site? Are they there to read about you? To learn the backstory of your company building? Or to look at an extensive list of services? Probably not. Most likely, they’ve come with a specific goal in mind – they want to know if you can help them achieve it.

Understanding what your audience is truly seeking isn’t hard. Think about it for a moment: what problem are they looking to solve, and can you provide the solution? If you make this the central focus of your website or portfolio, you’re on to something.

The key takeaway here is simple: skip the fluff and get straight to the point. Don’t force your visitors to watch the credits before they can access the “show” they came for. Showcase your results, highlight the work you’ve done, and demonstrate how your expertise will help them achieve their goals.

If you focus on delivering what the audience wants, instead of what you think they need to see to boost your ego, you’ll make a far greater impact. Deliver value, and let your work speak for itself.

The Art of Humility

In any industry, a certain amount of exaggeration is inevitable (as someone who’s also an award-winning, 6’5” muscular gold medallist with perfect teeth, I can certainly relate). But there’s a fine line between highlighting your accomplishments and overstating your contributions. I’ve seen this dynamic time and time again, particularly during my years as a PR professional in the video games industry.

For context, during my career, I had the privilege of working on some of the most iconic titles in the gaming world, including Unreal, Duke Nukem, and Driver. These were already well-known games with enthusiastic fan bases. While I’d like to think I played a role in their success, it’s safe to say that with such high-calibre titles, it was hard to fail.

What I’m genuinely proud of, however, are the instances when I was able to generate strong PR traction for games that didn’t have the same built-in hype. These were the times I could truly demonstrate my expertise. But, if I were to present myself as a PR expert, which examples would I highlight? Likely, the more high-profile, "sexy" projects.

This brings us to an important point. While it's natural to showcase your most impressive accomplishments, it’s essential not to overstate your impact. For example, it’s entirely reasonable to claim that a social media campaign helped increase brand awareness. But when you claim that a particular campaign was solely responsible for a miraculous 400% increase in sales, you’re treading into dangerous territory. Once credibility is questioned, even your most legitimate successes risk being dismissed.

It’s important to recognise that, no matter the project, your audience will have a reasonable understanding of your role. Whether you're involved in logo design, managing social media, or media buying, your contributions will certainly help achieve positive outcomes. However, it’s crucial to remain humble and honest about the collective nature of success.

By maintaining a balance of humility and credibility, you not only ensure that your work is recognised appropriately, but you’ll also build a reputation for being honest and trustworthy in your professional relationships.

Case Studies Do the Talking

In the creative industry, your reputation is built on your latest achievements - not the logo tweak you made a decade ago (though you can certainly mention it in passing if you’re feeling nostalgic). Case studies are invaluable, even if they’ve aged slightly. You can fill the air with self-promotion and grand claims (and trust me, I’ll enjoy questioning every extravagant statement just for fun), but when you present a case study packed with measurable results and authentic testimonials, I’ll take it at face value. It offers a genuine insight into your capabilities, and if it’s all smoke and mirrors, well... consider me on the hunt to make your life a little more challenging.

A recent report on the "Biggest Red Flags" in client-facing materials revealed that the absence of testimonials and case studies is one of the top deterrents for potential clients. It’s clear: having others review and validate your work is far more powerful than self-promotion alone.

When we evaluate potential partners or agencies, we bypass the typical "About Us" section and go straight to the case studies (or portfolio, if that’s what you prefer). That’s where we get a true sense of your ability and results.

When advising clients on how to create case studies, many express concerns about not having “big enough” results to showcase. But here's the reality: a simple, honest testimonial can carry just as much weight - sometimes more - than an outlandish claim of a “300% increase in sales.”

And if you happen to have a “300% increase in sales” to proudly display, make sure it’s front and centre. It may seem a little flashy, but demonstrating tangible, commercial outcomes from your work will never go out of style.

So, let your case studies do the talking. Allow the results to speak for themselves and show potential clients the real impact of your expertise.

Just ask

In the world of marketing, referrals are a powerful tool. Rather than waiting for them to come to you, take a proactive approach and actively seek referrals from every client and contact you've had. A recent survey revealed an insightful statistic: when asked why they chose their current marketing agency, the second most common response was "The agency was recommended to us." Take a moment to reflect on what this means for your own business and how clients decide to work with you.

It's not just about having a polished website, an active presence on LinkedIn, or a flashy YouTube or Instagram account. People tend to trust "safe bets." If Barry at Company X has worked with you and had a positive experience, make sure you leverage that relationship to its fullest and ask for referrals.

In the realm of cold outreach, the 20% rule is often discussed, which highlights the fact that around 80% of business is typically retained by incumbent agencies or secured through referrals. So why place yourself at the margins of this equation?

Being introduced to a new potential client removes the "cold" label from your name. Instead, you become the agency that’s "highly recommended" by someone they trust. This shift in perception can have a profound impact on how you're viewed, significantly improving your chances of securing new business.

It’s time to step outside your comfort zone and start asking for referrals from both current and past clients. If you can’t confidently say, “I’ve just asked for a referral,” then it’s clear that you’re not fully capitalising on this valuable avenue.

Take action today and make referrals a priority. Harness the power of recommendations and watch your business flourish.

Time and Motion

In today’s fast-paced business environment, the concept of "time and motion" studies may seem somewhat archaic. Nevertheless, the lessons I gleaned from those practices throughout my career have proven to be immensely valuable. While the original aim of these studies was to identify the most efficient ways to complete tasks, the core principles remain highly relevant - particularly when it comes to driving long-term success in business.

Take a moment to reflect on the activity that truly sustains your business. Is it the consistent client base you've cultivated over the past decade? Perhaps it’s your ongoing success in acquiring new clients through project-based work, with little to no reliance on retainers. Or, maybe you’re spending time reading blogs that, while certainly engaging (you’re welcome), may not have a direct impact on your bottom line.

The reality is that many of the daily tasks we engage in don't necessarily contribute to our success. Instead, they’re activities we enjoy, and over time, we’ve become skilled at justifying their place in our routine.

Take "networking" as an example. It’s often viewed as a key business activity, yet the truth is that it can sometimes serve more as a diversion from more impactful work. While networking may provide personal benefits, any diversion from activities that directly contribute to business outcomes can impede your progress.

It’s worth considering that engaging in "enjoyable" activities might be beneficial for mental well-being, which is an important factor in maintaining overall productivity. However, it’s crucial to be honest with yourself about the true value of these activities. They may help to recharge your energy, but don’t delude yourself into thinking they directly propel your business forward. Instead, think of them as a well-deserved reward for focusing on the tasks that truly matter.

So, it’s time to shift your focus away from reading blogs and into real work. Prioritise tasks that will drive your business forward and yield measurable results.

Good luck, and remember to enjoy the process - but not too much.

Delivering on Expectations

Imagine visiting KFC, eagerly anticipating their signature fried chicken, only to be presented with a pyramid of asparagus, all in the name of "thinking outside the box." Or picture picking up your car after its M.O.T. and service, only to find that the mechanics have replaced the engine with a cauliflower. Would you praise their creativity and vision? Probably not. You’d simply ask for what you originally requested.

Before I entered the world of new business development (yes, I’m dropping a deliberate keyword there), I faced a challenge in my career when referring to creative teams as a "service department." Let me tell you, that did not go down well. And honestly, I rather enjoyed the reaction.

From the viewpoint of marketing and sales managers, design exists for a very specific reason. You can’t just place a plain white box on a shelf and expect it to catch customers’ attention. It needs to be enhanced with compelling visuals or enticing images - think vibrant colours or pictures of children happily enjoying sugar-coated treats.

I remember one particular instance where I requested a simple glowing icon resembling an on/off switch. What followed was an unexpectedly elaborate process: a “mood board” materialised, and the creative team disappeared for an entire day to “conceptualise.” In the end, I turned to a friend of a friend who quickly delivered the exact icon I needed in just 20 minutes for a reasonable fee of £75.

Creative teams, while your ideas are undoubtedly valuable, it's important to remember that those commissioning your work often have specific objectives in mind. The goal should be to collaborate and align with these objectives, bringing their vision to life, rather than imposing your own ideas on what they might deem a "basic" request.

The Dangers of Seeking Validation

When my father decided to have his flat roof replaced to improve rainwater drainage, he had a very specific vision in mind (as many hands-on parents do). In order to explore his options, he invited several local builders to provide estimates.

The first builder suggested a solution that didn’t align with my father’s original plans, and as a result, he was dismissed without further consideration.

The second builder proposed an identical solution, which, unsurprisingly, resulted in the same reaction - disapproval and dismissal.

The third and fourth builders, unaware of the previous suggestions, coincidentally proposed the same solutions. As you can guess, these were also met with rejection.

However, the fifth builder finally presented a solution that resonated with my father, and he agreed to proceed with their plan.

Now, it would make for a more dramatic tale if I could tell you that the roof had collapsed, but unfortunately, that’s not the case (at least not yet - who knows what the future holds!).

This story highlights an important lesson in decision-making, particularly when it comes to expert advice. It’s all too easy to seek validation rather than truly listening to expert recommendations. In this case, it was as if my father was looking for an expert opinion that happened to align with his personal preferences, rather than objectively considering the best solution.

Let’s take a more extreme example to drive the point home. Imagine if four doctors advised you against taking a blue tablet, warning of potentially fatal consequences. Despite their expert guidance, if you were determined to take it because you simply liked the colour blue, would you be swayed by a fifth doctor who shared your affection for the colour and assured you the tablet would be fine?

This is exactly what happens when we disregard expert advice and only seek validation from those whose views align with our own.

In conclusion, while flat roofs may not be for everyone (and the same goes for risky medication!), it’s crucial to strike a balance between expert guidance and open-mindedness. Making informed decisions requires us to evaluate advice carefully and resist the temptation to choose only those perspectives that affirm our existing beliefs.

Stay thoughtful, and best of luck when the storms inevitably arrive.

The Power of Substance

As part of my regular routine, I spend a significant amount of time reviewing agency websites. While I appreciate the opportunity to explore the remarkable work of creative professionals, I’m also keenly observing those agencies that fail to represent themselves effectively. In some cases, there’s a chance to step in and offer a more strategic approach to their online presence.

During these site visits, I often encounter a fair amount of unnecessary fluff - exaggerations and irrelevant information that dilute the message. It’s perplexing why agencies would opt to highlight irrelevant details, such as the year of their founding, their high school accolades, or even the reasoning behind their office space choices. What’s even more baffling, however, is the lack of focus on what truly matters: showcasing their best case studies and demonstrating their core expertise.

One of the most frequent offenders I encounter are statements that, on the surface, may sound admirable, but upon closer examination, lack substance. These are often the kinds of grandiose claims that sound as though they were written in a moment of unearned confidence, perhaps while gazing out over a dramatic landscape. However, beneath the surface, they are little more than empty words.

Take, for example, the well-worn line: "We only take on clients we believe we can help." Really? So, if a client approaches you with a significant budget, you’d turn them away because you suddenly doubt your own capabilities? It’s difficult to take such a claim seriously, especially when you know full well that many agencies would happily welcome a lucrative client, regardless of whether they’re the best fit.

While such statements are meant to convey integrity and a strong sense of professionalism, they often do the opposite. Instead of impressing potential clients, they typically provoke eye rolls and scepticism.

I shared one of these statements with a colleague during a recent conversation, and his response was spot on: “It’s an easy claim to make, but impossible to verify, and probably not true.”

The truth is, agencies should focus on delivering substance. Instead of relying on empty slogans, let your work and results speak for themselves. We’re far more likely to be impressed by tangible outcomes and the real impact you’ve had for your clients.

So, let’s get to the point: ditch the unnecessary fluff and focus on showcasing what truly matters - the value you bring and the results you deliver. After all, that’s what clients want to see.