AI and Tenacity: BD100 Awards Insights

Marketing agency business development professionals gathered at the BD100 Awards amidst a tough global economy. The BD100, a collaboration between Propeller and The Drum, celebrates the UK’s top 100 business development professionals. The general feeling was one of a community facing challenges, but persevering with the help of AI technology.

Robert Yardy, director of partnerships at MMT Digital, noted the challenge of keeping up with new tech. He added that investing in AI web tools and AI content migration has helped his agency move forward and win new business.

Key Mindsets for 2025

Here are five things the latest BD100 inductees suggest about the mindset of a marketing business development professional in 2025:

The Rise of AI

The impact of AI software on marketing creativity was a major topic. Tracey Barber, chief marketing officer at Rapp, stated that they are using AI across their business, including for research. She added that AI frees up time to focus on client growth and automates content at scale, freeing up budget for human creativity. Derek Dewosky, director of global business development at Publicis Groupe, has seen AI improve response times and creative execution. Becky Hipkiss, new business director and associate board director at We Are Futures, believes AI should be used in a balanced way and not cut corners.

Dealing with Economic Pressures

Bérangère Fond, director of business development at Spring Production, pointed out the risks of penny-pinching during an unpredictable global economy and President Trump’s controversial tariffs. Daniel Marriott, director of business development at Creative Artists Agency, suggests focusing on progress over perfection.

Maintaining Creative Standards with Lower Budgets

Dewosky advised marketers to hone their elevator pitch and storytelling abilities. Fond echoed this, emphasizing the importance of knowledge, personality, and trustworthiness. Dewosky also suggested brands tap into consumer mood and cultural truths.

Leadership in Crisis

Shruti Dixit, group director of business development at Publicis Groupe, believes that agencies discover true leaders in moments of crisis and should lead from the front. Hipkiss advised building relationships and remaining calm. Barber suggested conducting entrance interviews to understand team members' individual needs.

Proving Commercial Impact

Yardy advised proving commercial impact to clients due to increased competition. Marriott agreed, but noted that business may move slower, citing an eight-month account win. He concluded that business development is about leveraging strengths and developing people.

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