How To Write an Annual New Biz Plan

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Quick Overview

Free for 4A's Members / Non-4A's Members: $221

Are you ready to perfect your annual new business strategy?

  • Learn to focus on creating a new business strategy in Q4.

  • Understand the basics of managing your team and giving them the information they need to succeed.

  • Uncover how to best manage your timeline.



Q4 often brings a flurry of pitch activity for the agency professional. And while all this activity fills the pipeline, the timing is unfortunate because it distracts you from one of the most important things you’ll do for the upcoming year—your annual plan for new business.

What Will You Learn

  • Why an annual new business plan is so important – for your agency and for your career

  • Where to start – an easy outline to get you going

  • What to include – the key areas of information you’ll want to feature

  • How to manage the people you work with so you’re getting the right information when you need it

  • How to get it all done – tips for managing your timeline

  • Getting the buy-in you need so you can execute the plan starting January 1

  • Useful tools and resources

Who Should Attend

  • New business directors

  • Senior executives


  • 60 minutes

Course Description

Join agency new business expert Jody Sutter, owner of The Sutter Company, who will help you get the ball rolling with a basic formula that any advertising agency can use as a starting point.

Sutter helps students understand the benefits of creating an annual new business plan well before January 1st to launch their Q1 with a preset strategy. This course outlines how to get team members up to speed and prepared, as well as how to set up an effective timeline for your new business strategy. 

About the Thought Leader


  Jody Sutter is a veteran agency new-business executive with over 20 years of experience running new business development teams
  for agencies large and small and spanning different disciplines: digital agencies like R/GA, global media agencies like 
OMD and
  Havas Media, and full-service “traditional” agencies like The VIA Agency in Portland, Maine. She is now the owner 
of The Sutter
  Company, a consultancy that helps agencies and other marketing firms take a more proactive approach to 
growing their businesses. 



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