AI and Tenacity: BD100 Awards Insights

The BD100 Awards 2025 brought together business development professionals from the marketing industry amidst a challenging global economy. The event, a collaboration between Propeller and The Drum, celebrated the UK's top 100 business development experts, emphasizing the role of AI technology in overcoming current obstacles.

Robert Yardy, director of partnerships at MMT Digital, highlighted the significance of staying ahead of technological advancements. He noted that investments in AI web tools and AI content migration have been instrumental in driving his agency forward and securing new business opportunities.

Key Mindsets for 2025

The latest BD100 inductees shared insights into the mindset of marketing business development professionals for 2025, focusing on five critical areas:

The Rise of AI

The impact of AI on marketing creativity was a central theme. Tracey Barber, chief marketing officer at Rapp, discussed how AI is being integrated across their business, including for research purposes. She emphasized that AI helps free up time for client growth and automates content production, allowing more budget for human creativity.

Derek Dewosky, director of global business development at Publicis Groupe, observed that AI has enhanced response times and creative execution. Becky Hipkiss, new business director at We Are Futures, cautioned that AI should be used judiciously, balancing efficiency with quality.

Dealing with Economic Pressures

Bérangère Fond, director of business development at Spring Production, addressed the risks of cost-cutting during economic uncertainty and the impact of controversial tariffs. Daniel Marriott, director of business development at Creative Artists Agency, advised focusing on progress rather than perfection in such times.

Maintaining Creative Standards with Lower Budgets

Dewosky recommended that marketers refine their storytelling skills and elevator pitches. Fond agreed, stressing the importance of knowledge, personality, and trustworthiness. He also suggested that brands connect with consumer moods and cultural truths to maximize impact.

Leadership in Crisis

Shruti Dixit, group director of business development at Publicis Groupe, highlighted the importance of leadership during crises. She noted that true leaders emerge in challenging times and should lead from the front. Hipkiss advised building strong relationships and remaining calm under pressure. Barber suggested conducting interviews to understand team members' needs better.

Proving Commercial Impact

Yardy emphasized the need to demonstrate commercial impact to clients in a competitive market. Marriott agreed but noted that business development can be a slow process, citing an eight-month account win. He concluded that success lies in leveraging strengths and developing talent.

The BD100 2025 event also recognized innovation in business development. Winners included Oya Mustafa (Recipe), Becky Hipkiss (We Are Futures), and TMW. Martin Jones was honored for his contributions at AAR.