Upfront Business Development

Targeting new sectors, BEcause we want to maximise the appeal of the agency.

"Upfront have consistently delivered a regular flow of appointments, and opportunities for BEcause over the last 2 years. This has resulted in a high number of new client wins across FMCG, and helping establish our presence in Retail and Consumer Technology sectors with some high profile wins."
Karen Evans – Business Director, BEcause.

After going head-to-head with two other new business agencies, Upfront was appointed by leading UK experiential agency BEcause.

The approach – breaking into new markets

As part of our long-term strategy, Upfront was tasked with not only winning new contracts within BEcause’s heartland of FMCG, but opening up the agency to other less established sectors. These were predominantly Retail and Consumer Technology.

We tailored the approach to each sector to create relevance, using sector-specific insights to build the agency’s credibility. Upfront also ensured relationships were cultivated with multiple key decision makers within the larger target organisations.

The outcome – major new account’s won

Wins with High Street brands including TK Maxx, Gap and Adidas allowed BEcause to establish the agency as a leading player in the Retail sector. Meanwhile, winning a leading Technology brand provided credentials within Consumer Electronics.

Other successes include:

• In 2009 alone, Upfront delivered 38 qualified appointments and 14 live briefs.
• 8 new client accounts won across FMCG, Retail and Consumer Technology verticals
• A place on the roster of a leading Healthcare Organisation