New business development starts at home. (advertising agencies' best sources of new clients are old clients rather than referrals from agency-client matchmaking and direct mail)

From: Westchester County Business Journal | Date: November 4, 1991 | Copyright information

According to a recently survey by the League of Advertising Agencies conducted among its members, the single best source for new business is recommendations from current clients, while the least effective sources were referrals from companies specializing in agency-client matchmaking and direct mail. The next two most important sources for new business were recommendations from business associates and referrals from media reps.

The average agency member of the New York-based league spent 14.8 hours a week on new business development, and the majority said that new business ...

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