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Published by Lucy Mann
New business is one of those subjects guaranteed to get a reaction from agency owners everywhere. Many will have a nagging feeling they should be doing a bit more, wonder how other agencies manage to land the accounts they covet, have moments of wild inspiration and energy then falter because the day job just, well gets in the way. Gunpowder's Lucy Mann has worked in agency new business for over 25 years and has witnessed these scenarios, and many more like them, as an outsourced new business telemarketer, a new business recruitment consultant, in house new business developer, in house head of marketing, and new business mentor across multiple disciplines and agency shapes and sizes. Regardless of size and discipline, many agencies encounter the same new business challenges, and more and more, the solution is not necessarily an ambitious marketing plan, or expensive sales resource, but instead a forensic application of process and a marginal gains approach to performance improvement. Gunpowder's podcast, Small Spark Theory™ explores the small changes we can make to our sales and marketing process to achieve better new business results. With contributions from a range of experts, each episode will examine a single element of the process in detail, providing manageable tips for improvement. Find our more about Gunpowder Consulting, please visit gunpowderconsulting.com Follow us on Twitter @gunpowdertweets and join the conversation at #smallsparktheory With thanks to Matthew Syed for audio extract permission. Host - Lucy Mann Producer - Isabelle Jarvis
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What does good agency lead generation look like in 2026? At a time when we are surrounded by AI tools and bombarded by automated emails promising to deliver high-quality leads at minimal cost, it's a minefield for agencies considering new business outreach, particularly in challenging market conditions. I have a soft spot for anyone working in lead generation. It's how I started out in this industry over 30 years ago, and whilst so much has changed in that time, one thing remains true: regardless of the advances in technology, successful new business outreach is all about people. In this episode I talk to two brilliant people: John Schumacher and Laura Walker at Kindling . Together we explore: The role of AI vs. human analysis and email craft How agencies can get the best from their lead generation partners Why smaller lists beat spray-and-pray targeting Why people and culture are so important in lead generation Of course, we'll also be giving away a copy of John's recommended read, Just One Thing , by Dr Michael Mosley. Also mentioned in this episode: Kindling (Fickle Flame) by Elbow ft. John Grant Kindling's branding is by John Whalley
Ask most agency owners how profitable their last project was, and you'll get one of two answers: a rough guess, or a long pause. This kind of data is rarely readily available, and when it is, it's usually buried in a spreadsheet that someone else built, that nobody's updated since for months, with a formula that breaks in the click of a mouse. And whilst there are a multitude of agency management platforms available, finding one that works for your agency, at your size, and providing ALL of the functionality and data you need in one place is almost impossible. This is exactly the gap that Anna Appleton set out to close. Anna is co-founder of We Create Digital a small digital agency specialising in design, development, and accessibility, and the driving force behind Rofinery , an all-in-one agency management platform built by a small agency, for ALL agencies. In this episode, we talk about: Why data is one of the most overlooked components of winning and growing new clients How Rofinery brings together pipeline, proposals, time tracking, resource planning, and profitability in one place The hidden cost of "profitability leaks" — and why agency leaders are often the worst offenders Building proposals grounded in real data, not finger-in-the-air estimates Rofinery's refreshingly straightforward pricing model — and why it's staying that way Of course there's a brilliant book recommendation: The Seven Habits of Highly Effective People by Stephen Covey . Join the conversation on LinkedIn using #smallsparktheory and we'll pick a winner and send you a copy. Also mentioned in this episode: Design Business Association In Focus Report Get in touch with Anna: Book a demo: rofinery.com Email: anna@rofinery.com
In this episode of Small Spark Theory, we're continuing our exploration of the true value of client relationships, but this time, we're asking: what happens when things go wrong? I'm joined by Nigel Sarbutts , former agency MD and founder of Structured Mediation , who now specialises in resolving disputes in the PR, comms and broader creative industries. Drawing on his years on both the agency and client side, as well as his PR Cavalry talent platform, Nigel explains why so many client–agency relationships unravel, how mediation really works, and what agencies can do to prevent small niggles becoming business-critical breakdowns. If you've ever worried about a key client going wobbly, tolerated a "toxic" relationship for too long, or wondered when it's time to walk away, this conversation is for you. In this episode, we discuss: Why client–agency relationships break down What mediation really is (and isn't) Typical timeframes and outcomes When to fight for the relationship – and when to walk away Prevention: how agencies can spot trouble earlier Client listening and audits The overlap between mediation and great account handling Of course, we'll be giving away a copy of Nigel's recommended read: Leading with Questions by Michael Marquardt. Simply join the conversation on LinkedIn using #smallsparktheory for a chance to win. Also mentioned in this episode: A More Beautiful Question by Warren Berger Creative People Must Be Stopped: Six Ways We Kill Innovation by David A. Owens
In a market where new business feels harder, slower, and more competitive than ever, agencies can no longer afford to overlook the opportunity sitting right in front of them. Industry pressure, procurement complexity, and shrinking marketing budgets mean that relying solely on new client acquisition is risky. And yet, many agencies still underinvest in the skills, processes, and mindset required to truly grow existing client relationships. In this episode, I'm joined by friend of the podcast Catherine Allison from Master the Art to explore why client development is no longer a "nice to have" — and how agencies can reframe it from something that feels sales-led to something genuinely adding value. Together, we discuss the importance of deep curiosity about clients' businesses, the role of personal connection in long-term partnerships, and why confidence (and gravitas) matters more than ever when navigating client conversations. Catherine introduces her practical approach grounded in curiosity, connection, and compassion — and we unpack how agencies can use this mindset to unlock growth without damaging trust. In this episode, we unpack: Why client development is critical in today's new business climate How well agencies really understand their clients' full potential needs The difference between selling and genuinely adding value What "gravitas" looks like in client conversations — and how to build it How curiosity and empathy can drive commercial growth We also explore insights from the What Clients Think survey, including the finding that 77% of clients believe strong client development improves relationships, while 80% say they only have partial knowledge of their agency's full offer. Also mentioned in this episode: EP103: Unlocking Growth Through Client Leadership with Kim Lawton Design Business Association Training - Growing Existing Clients Design Business Association Training - Powerful Presentations What Clients Think Report One Small Spark This Cultural Life For more information on in agency client development support get in touch
Here we are at the end of 2025 and our last episode of the year. I know this year has been a tough one for many agencies, for many reasons. So I wanted to finish with a good news story. A case study of an independent agency (well two in fact) flourishing despite the challenges. Kim Lawton , Founder & CEO of Enthuse Marketing and COO & Partner at Inspira , joins to me talk about how building a relationship-first culture in her agencies has allowed them to weather many of the storms impacting agencies in recent years. We discuss the dymanics of client leadership and how systemised employee feedback, client feedback and a structured approach to client development can result in exceptionally high levels client retention and referrals. Of course we'll be giving away a copy of Kim's recommended read: The Chief Event Officer's Playbook by Sasha Frieze - simply listen in to find out how to win. Wishing all our guests and listeners a wonderful and relaxing festive break. We look forward to bringing you more inspiring conversations in 2026. Also mentioned in this episode: Let It Burn by Zoe Scaman Design Business Association In Focus Report One Small Spark Further reading: 5 Ways to Build and Maintain Strong Agency-Client Relationships in a Competitve Market
New business, business development, lead generation, prospecting. Call it what you will – for agencies, the practice of attracting and winning new clients has evolved. Technology continues to diversify our services and expand the marketplaces in which we operate. Alongside this, terminology shifts, client expectations rise, and the range of macro issues impacting brands and businesses keeps growing. Navigating the needs of prospects – then clearly articulating and demonstrating how we meet those needs – has always been fundamental to agency success. Yet, as highlighted in the Design Business Association's recent In Focus report, "new business" is now seen as the most significant risk facing agencies in both the short and the long term. So, it feels like perfect timing to welcome two brilliant guests who are working at the frontline of business development, landing significant new clients for some of the most impressive agency talent out there. In this episode, I'm joined by Nicky Rinks and Rich Banham from Daylight Bureau . Together, we unpack: The ideal conditions for cultivating business development skills How to approach outreach when you have a highly strategic or complex offer Why prospect stakeholder management matters The role of AI and automation vs. human engagement in business development Practical tips for boosting your new business pipeline Of course there is a cracking book recommendation The School of Life: An Emotional Education by Alain de Botton . Join the conversation on LinkedIn using #smallsparktheory and we will pick a winner and send a copy. Also mentioned in this episode: Design Business Association In Focus Report 2025 Win Without Pitching by Blair Enns The Personal MBA: A World-Class Business Education in a Single Volume by Josh Kaufman One Small Spark Monthly Email Further reading from Daylight Bureau: The Unseen Variable: Solving the Agency Pipeline Paradox
Finally – an episode dedicated to AI! Not the big "future of our industry" debate, but a practical look at the contractual and IP implications of our growing use of AI tools in agency life. While the larger networked agencies may already have policies in place, for many smaller independents — or those who rely heavily on freelancers — this episode is well worth a listen. I'll admit, this is a topic that makes my head hurt a little, but thankfully Sharon Playford , consultant solicitor at Excello Law , joins me to unpack the fast-evolving legal landscape around AI use in agencies. Together, we explore: How AI impacts confidentiality, NDAs, and client contracts The intellectual property challenges of AI-generated content Why agencies need clear AI policies and staff training Practical tips for protecting client data and avoiding legal pitfalls This month's book recommendation is Careless People by Sarah Wyn-Williams — tune in to find out how you can win a copy! This episode is supported by Zack Southall Fitness
Welcome to the 100th episode of Small Spark Theory! You may have spotted that earlier this summer, Emily Penny and Joel Stein released the Fully Saturated UK Design Agency Positioning Audit. Packed full of insights, analysis and examples of agencies that really manage to cut through the noise, it's the first audit of its kind. In this episode, Emily joins me to take us through her methodology in compiling the report, discuss the attributes of some of the best positioned agencies and share the key takeaways for leaders of agencies (of any discipline). You can download a summary of the report or sign up for Emily and Joel's September 16th Online Masterclass and the full report here . Emily and Joel have kindly offered a hefty discount to Small Spark Theory listeners (and subscribers to my newsletter ). Just use SMALLSPARK at the checkout. And of course we will be giving away a copy of Emily's recommended read: Integrity Etc.: Turn uninspiring company values into future-shaping strategy by Dave Greasley and Rob Alderson - listen in to find out how to win. I'd like to take this opportunity to thank each and every one of our guests and listeners over the last 100 episodes (over almost nine years). Let's keep learning together and landing the small and the big wins! This episode is supported by Zack Southall Fitness .
I'm always fascinated with innovations in the space that exists between agencies and their potentail clients, whether that's new marketing channels (hello podcasting!) or services that are designed to make the process of agency selection or client aquisiition more effective. So I was delighted to be introduced to Pete Sayburn , co-founder of StudioSpace , a brand new agency marketplace model allowing clients to easily access the very best independent agency talent. In this episode we discuss Pete's own experience of scaling an agency to successful exit, how the StudioSpace model is cutting through some of the tradtional agency selection red tape and most importantly, the agency attributes that are resonating most with clients. Of course we'll be giving away a copy of Pete's recommended read: Shoe Dog by Phil Knight - listen in to find out how to win. This episode is supported by Zack Southall Fitness .
Against a backdrop of news disproportionately full of business headlines, this month felt like the perfect opportunity to bring a client perspective to this podcast. And who better to guide us through todays challenging landscape than John Gleason . Having worked at Proctor and Gamble for 20 years before setting up his strategic consultancy, A Better View, John advises both clients and agencies on how to deliver better, more relevant, more valued (and valuable) solutions. In this episode we explore the current state of design as a discipline and John shares insights from The Future of... - the conference he co-organised and co-hosted last month, bringing together design leaders to discuss whether design is declining, facing diminishing influence, or just struggling to communicate its business value. We take a candid look at the pressures design professionals are experiencing, with John offering data-driven observations about design's role in modern organisations and practical advice for agencies and design teams to remain relevant and impactful. John's recommended read is Reboot: Leadership and the Art of Growing Up by Jerry Colonna - listen in to find out how to win a copy. Also mentioned in this episode: Design Business Association Experts Further reading: The Business of Design by Roger Martin Change by Design by Tim Brown (former IDEO CEO) Reimagining Design, Unlocking Strategic Innovation by Kevin Bethune Non-Linear: Navigating Design with Curiosity and Conviction by Kevin Bethune Further listening: Strategic Counsel Creative Series Episode 1: How Agencies Need to Evolve to Remain Relevant 20% The Marketing Procurement Podcast: 8 Things Every Agency Says Want to know more about client listening? Get in touch .
One of the most exciting developments I've spotted so far in 2025 has to be the launch of the Department of Creative Affairs (DCA ). So, I was delighted that DCA's founder, Amar Chohan , was able to join me for a chat here on Small Spark Theory . In this episode, Amar shares his career journey—from aspiring lawyer to media sales—before spending 11 years at Contagious, championing creative excellence. Now at the helm of DCA, Amar is on a mission to shine a light on independent agencies, helping them form stronger partnerships and gain the recognition they deserve. We talk about the frustrations with the traditional intermediary model and explore how DCA is taking a fresh, transparent, and content-led approach—giving independent agencies a louder voice and a fairer shot at attracting marketing spend. Amar's recommended read is The Hard Thing About Hard Things by Ben Horowitz—listen in to find out how to win a copy. Get in touch with Amar here if you'd like to learn more about how DCA can support your agency. Also mentioned in the episode: Pay-to-Play Pitch Schemes Are Putting Agency/Client Relationships at Risk One Small Spark – Gunpowder's monthly challenge email.
Can you believe we're already in February? In this episode, we're diving deep into one of the most crucial (yet often overlooked) aspects of agency sales and marketing— measurement . If you've ever struggled with tracking the success of your marketing efforts or found yourself making gut-based decisions about new business opportunities, this episode is for you. I'll break down two key areas: Marketing Measurement: How to stay consistent by using a simple tracking tool to see what's really working. New Business Pipeline Measurement: Moving beyond guesswork with a structured, percentage-based system that brings financial visibility and clarity to your pipeline. There's some fiddly detail in this episode so I've compiled everying into a handy guide that you can download here and start implementing today. Please do get in touch to let me know how you get on. Also mentioned in this episode: One Small Spark - Gunpowder's monthly challenge email. EP26: Client Development Part One with Iain Johnston
Kicking off our 2025 line-up, we catch up with previous guest Jim Hawker . Since discussing client development with us back in 2019 ( see EP28 ), Jim has gone on to sell Threepipe, the agency he co-founded 20 years earlier. He finally exited the agency last year to focus on a variety of new ventures as a fractional CMO, VC, and agency advisor. Jim shares his insights on the key challenges agencies faced in 2024 — from forecasting income to dealing with ghosting prospects and balancing resources. He also offers a fresh perspective on how agencies can better align their offers with evolving client needs, particularly when it comes to driving international growth. We discuss tips for agencies looking to thrive in 2025 — including reviewing and differentiating your proposition. And if an eventual exit is part of the plan, we explore the steps you need to take and the benefits of Employee Ownership Trusts compared to a trade sale. No book recommendation this month; instead, Jim shares his current podcast must-listen: "Revenue Vitals" with Chris Walker Also mentioned in this episode: One Small Spark - Gunpowder's monthly challenge email.
As we wrap up 2024 with this final episode, I've been reflecting on the many conversations I've had with agencies throughout the year, as well as the recurring themes shared by our amazing podcast guests. It's been a challenging year for many, which makes this the perfect moment to focus on an invaluable asset every agency has, no matter its size, discipline, or sector: our people. So in this episode, we're diving into how empowering our people through effective leadership and a strong culture can drive real growth. Joining me is culture transformation coach Zoe Tuffs from Times Ten. Together, we'll unpack some of the biggest leadership challenges agencies face—like ignoring culture issues, promoting "accidental managers" without proper support, and overvaluing productivity metrics at the expense of meaningful outcomes. Zoe will also share her top tips for creating lasting change in 2025 and of course, we'll be uncovering more opportunities for marginal gains. And don't forget, we've got a book giveaway! Join the conversation on LinkedIn or Instagram using #SmallSparkTheory, and you could win a copy of Reculturing by Melissa Daimler , Zoe's must-read recommendation. --- Connect with Zoe on LinkedIn here : to discover more insights on transforming your people & culture strategy, values-led leadership development and team dynamics. Book a free 30-minute chemistry call: here to explore how Zoe can help you achieve your goals. See the impact: Watch a client success video here showing the outcomes achieved with Sledge; a creative film and live experience agency. Transform your people strategy: Explore Times Ten's People & Growth Workshop here . (There's a 20% discount for Small Spark Theory listeners using the code **SST20**).
As we discussed in episode 92 with Stephen Kenwright, a solid sales and marketing strategy is crucial for agency growth. However, realising that growth brings its own set of challenges. Having experienced rapid growth through acquisition while leading agency sales and marketing, I'm well aware of the pitfalls of maintaining brand consistency while keeping momentum with an ever-evolving strategy. For this episode, I was keen speak with a founder who has faced those challenges firsthand. Alisha Lyndon , founder of the growth consultancy Momentum ITSMA , secured investment in 2019 to fund a series of high-profile acquisitions. The company now offers an expanded suite of services to some of the world's largest B2B brands. We discuss how the sales and marketing strategy has evolved to reflect additional service lines and expanded geographic reach, while also bringing clients and colleagues along on the journey. As always, we're giving away a copy of Alisha's recommended book: Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect by Will Guidara. Tune in to find out how to win! Also mentioned in this episode: EP92: How to scale fast EP62: Mastering thought leadership EP45: Client satisfaction Sign up for One Small Spark
The thing with marginal gains is that it feels small. And we could be forgiven for thinking that applying this approach to agency growth is simply about tinkering around the edges, making small improvements and seeing small incremental results. I know it has a far bigger sales and marketing role to play, but wanted to talk to someone who has experienced rapid agency growth to understand the interplay between big strategy and marginal gains. And who better than Stephen Kenwright , exited co-founder of one of the last decade's the most exciting agency start-ups, Rise at Seven. Join us as Stephen takes us through this incredible growth story and shares his top tips for leaders who are eager to scale their agencies fast. As always, we'll be giving away a copy of Stephen's recommended read: Why Does the Pedlar Sing by Paul Feldwick. Listen in to find out how to win. Also mentioned in this episode: Good advice from J Schwan The Challenger Customer by Brent Adamson, Matthew Dixon, Pat Spenner and Nick Toman. EP51: Raising Your Profile with Ash Jones Ride Shotgun Rise at Seven
It's been 6 years since Tony Walford from Green Square joined me on Small Spark Theory to discuss the practicalities of selling an agency. To say a lot has happened since then would be an understatement. Aside from the obvious economic rollercoaster and acceleration in technology, we've seen a seismic change to the way many of us work. I was curious to find out how these changes have affected the agency M&A market, so invited my fellow Design Business Association expert David Blois from M&A Advisory to share his observations and insights. Join us in conversation to hear: which agency services are in demand how to measure your preparedness for sale what to consider when assessing a buyer As always we have a book giveaway - David's recommendation is The Trusted Advisor by David Maister, Charles Green and Robert Galford. Simply join in the conversation on X, Instagram and LinkedIn using #smallsparktheory for a chance to win.
Of all of the marketing tools available to agencies, I'd wager that one of the most effective, yet most overlooked, is the humble email newsletter. Which of course, makes it the perfect candidate for marginal gains and the perfect topic for this podcast. And this month, I have the perfect guest in the shape of agency newsletter specialist, Jamie Woodbridge from The Inbox Club . In this episode we discuss why newsletters are so important - particularly in the face of so many shiny new channels, how to set good objectives, what to measure, which platforms to use, the optimum frequency and what makes winning newsletter content. As always we'll be giving away a copy of Jamie's recommended read: A Whack on the Side of the Head by Roger von Oech I'm delighted that Jamie and his team are going to be relaunching my very own newsletter (which has fallen ominously silent over the last year). The first issue of One Small Spark lands at the end of this month, so look out for it if you are already subscribed, or sign up here to join in the fun: http://eepurl.com/dql7rf You can also sign up for The Inbox Club's own weekly newsletter, full of actionable advice, here: https://theinboxclub-tips.beehiiv.com/subscribe
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 winning - agency new business. So when I heard Serotonin Co-Founder Clair Heaviside talking about her ultra-running at an agency conference earlier this year I knew she would be the perfect guest. How right I was! Join us as we discuss how training and competing in endurance sports has informed Clair's approach to running an agency. This is one of the most inspiring episodes we've recorded. There is so much we can learn from Clair's experience about consistency, mental fortitude, decision-making and discipline and culture. Clair's book recommendation is There is No Wall by Allie Bailey. Listen in to find out how to win a copy. Also mentioned in this episode: Jasmin Paris EP84 with Rachel Cook International Women's Podcast Awards
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 are rarely true, but I'm still surprised by the number of agencies I meet who continue to operate as though under this misapprehension, highly focused on the creative or technical output but lacking in broader commercial acumen or practice. In this episode I talk to designer, agency leader and consultant Tim Perry about the most common commercial skills gaps he's observed and how he's tackling them through a range of bite-sized training courses designed especially for creatives. This feels like the perfect discussion to be having now. If ever there was a time to sharpen our networking, relationship-building and negotiation skills it is now! As always we're giving away a copy of Tim's recommended read: The Laws of Simplicity by John Maeda - listen in to find out how to win.
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