In this episode, host and General Manager of ALF Insight, Amanda Rosevear, chats to Laura Vipond, Chief Growth Officer at Ogilvy.
They discuss Laura's career journey, the importance of new business culture, and the strategies Ogilvy employs for agency growth. Laura shares her knowledge of how best to understand client needs, the evolving pitch process, and why she promotes the Positive Pitch Pledge, aimed at improving the pitching experience for both agencies and clients.
The conversation also touches on the importance of emotional intelligence in business development and the long-term strategies for building client relationships.
Plus, Laura answers the OnBD Quickfire Questions revealing which animated movie title best describes her career.
00:00 Introduction to Laura Vipond and Her Career Journey
03:53 Understanding Agency Growth Models
08:13 The Importance of New Business Culture
11:06 Ogilvy's New Business Strategy
15:02 Identifying and Filling the Pipeline
18:47 The Long Game: Asparagus Growth Strategy
21:12 Evolving Pitch Processes and Client Expectations
27:04 The Positive Pitch Pledge
32:50 Quickfire Questions and Key Takeaways
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