Fixing the agency leaky bucket

Most agencies still draw a hard line between new business and existing clients. One gets the brightest talent, the sharpest ideas, and the full force of strategic thinking. The other is often left operating in the shadows. 

But the agencies building momentum today have recognised a deeper truth. Growth doesn’t come from chasing every opportunity, it comes from creating a structure where high standards are embedded into everything they deliver, across every account. 

Client relationships rarely end overnight. They fade slowly, worn down by inconsistency of service and ideas. While one team is preparing the perfect pitch, another is struggling to maintain the basics. It’s in that gap that confidence erodes and churn begins. 

That’s when the leaky bucket forms. 

So, here’s a thought: 

What if a pitch wasn’t treated as an exception, but as a benchmark? 

When agencies hold themselves to the same level of accountability and high standard for current business, as they do in the pitch room, they build trust, momentum, and sustainable growth. 

When your best thinking becomes repeatable: 

– Client churn is dramatically reduced 

– Account growth is driven by proactive value 

– Retained work contributes directly to your growth story 

– Momentum is maintained through consistent delivery and focus 

In a market shaped by leaner rosters, tighter margins, and more scrutiny, the agencies that grow are the ones that are most disciplined and share innovation. They are the ones look to their prospective AND current clients through the same lens and deliver consistently, in and out of the pitch room. 

If you’re looking to change the way you approach this, contact us to learn how we can help.