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At the recent Mirren New Business Conference in New York, Laurie Coots, CMO at TBWA\Chiat\Day, shared a new-business truism that our agency lives by: “There is no such thing as a small project from a big brand.”
As agencies are all too eager to point out to clients, the investment required to create awareness, generate a prospect and, ultimately, convert a customer is huge. Therefore, it is paramount that we maximize the value of each customer relationship in terms of opportunities, referrals and, yes, billings.