Advanced New Business Course

The IPA's MIPA accredited course in Advanced New Business.

The course will provide you with everything you need to help drive greater growth for your agency, and will benefit those who are looking to unlock what it takes to progress to a leadership position.

The most comprehensive course for new business leaders in the marketplace. Now more than ever growth is crucial for survival, and is sitting firmly at the top of both client and agency agendas.

Course benefits

The course will provide you with everything you need to help drive greater growth for your agency. You’ll acquire advanced skills and knowledge in topics such as effective PR and marketing, new business strategy, commercial negotiation and working with procurement, delivering value back to the business and becoming a new business and marketing leader. Each module will be delivered by the top experts in their field sharing best practice, experience and tools to help you take the leap from New Business & Marketing Director to CMO, MD or even CEO.

Who is this course for?

This course is designed for those who have 4+ years in a new business role and already operate at a senior level in business development.  The course will benefit those who are looking to unlock what it takes to progress to a leadership position.


Sessions will cover: 

  • New Business Strategy
  • Becoming a New Business & Marketing Leader
  • Effective Marketing
  • Effective PR
  • Proving Value
  • Strategy for Intermediaries
  • Qualifying Pitches and Pipeline
  • Creating Commercial Partnerships

Please note this agenda is subject to change.

Session dates - all sessions will be delivered virtually

Module 1 - Wednesday 13  September 2023, 10am – 11am: New Business Strategy

Oli Richards, Chief Marketing Officer, The Beyond Collective and Laura Vipond, Chief Growth Officer, Ogilvy UK

  • Role of CGO/CMO on the board, setting targets, prospecting plans, building a new business team

Module 2 - Wednesday 20 September 2023, 10am-11am: Becoming a New Business & Marketing Leader

Larissa Vince, Chief Executive Officer, TBWA\London

  • Hear first-hand about Larissa’s journey from agency new business and marketing department to CEO.
  • Learn how to get the most out of your team, define your style, build agency culture, lead departments, build your network, recognise when it's not working, and how to identify barriers that you may face and how to overcome them.

Module 3 - Wednesday 27 September 2023, 10am – 11am: Effective Marketing

Helen Lee, Head of Growth & Marketing, UK & EMEA, Wunderman Thompson

  • Marketing your agency

Module 4 - Wednesday 4 October 2023, 10am-11am: Effective PR

Jane Austin, Owner, Persuasion Communications 

  • Relationship with journalists and PR strategy

One week break

Module 5 - Wednesday 18 October 2023, 10am-11am: Proving Value

Jemima Monies, Chief Operating OfficerMcCann London 

  • Creating a culture of growth with your business
  • Elevating the role internally
  • Stakeholder management
  • Proving the value of new business investment
  • Building strong client relationships from the start

One week break

Module 6 - Wednesday 1 November 2023, 10am-11am: Strategy for Intermediaries

Gill Huber, Managing Partner, Oystercatchers

  • The role of an intermediary and how it’s changed. Agency’s strategy for intermediaries. What/Who stands out for us in the agency marketplace and why?

Module 7 - Wednesday 8 November 2023, 10am-11am: Qualifying Pitches and Pipeline

Mark Clark, Owner, jfdi

  • What clients want – a ‘back of the cab’ perspective on clients in pitch mode.
  • How to turn these insights into pitch leadership.
  • Five things that should shape your agency’s winning ways.
  • How to be a pitch Dr.

Module 8 - Wednesday 15 November 2023, 10am-11am: Creating Commercial Partnerships

Rhona Glazebrook and Janet Markwick, IPA Consultants

  • The ROI of new business, developing a commercial proposal, planning a negotiation, getting procurement on side, reviewing your new business investments.

Please note this agenda is subject to change

There will also be an opportunity to earn one MIPA star by writing an assignment on the course subject matter, following the course.


  • Member - £500+VAT
  • Non-member - £750+VAT