BD100 2025: How business development pros are tackling tough times with AI and tenacity
AI: A Help or a Hindrance?
The rise of AI software and its impact on marketing creativity was a fervently discussed topic at the BD100 2025 event. For every excited description of its potential positive impact, there was some caution. Tracey Barber, chief marketing officer at Rapp, said, “We’ve got an AI division within our business and we’re looking to move research roles into it.” She emphasized that AI is freeing up more time for agencies to focus on client conversations about growth. However, she warned that if every agency rushes into AI, it could come at the expense of differentiation.
Derek Dewosky, director of global business development at Publicis Groupe, shared his perspective: “I’ve seen AI help us with response times on briefs, help with creative execution, and it’s ultimately developing better end products for clients. So yes, I think AI is something that’s super exciting, nothing to fear, and something to embrace. It’s all about balance, though.”
Becky Hipkiss, new business director and associate board director at We Are Futures, agreed that AI must be used in a balanced way. She warned that agencies cannot afford to cut corners with it. “Personally, I see it as a bit of both: a help and a hindrance. It’s more of a help at the moment in terms of saving time around research and data, but when it comes to creativity, well, you really can’t beat that personal touch.”
Dealing with a Difficult Economy
Agencies are facing significant challenges due to an unpredictable global economy and President Trump’s controversial tariffs. This pressure comes with a lot of risk, as noted by Bérangère Fond, director of business development at Spring Production. “We know the economy is not at its best right now,” she said. “We’ve been lucky our company has retained its largest clients, but a lot of other agencies are on the churn and they are subsequently reliant on new business to keep afloat. It means a lot of agencies are penny pinching, because obviously remaining attractive from a cost efficiency perspective is a key challenge… but this is a big risk and can actually make you less attractive to clients!”
Daniel Marriott, director of business development at Creative Artists Agency, suggested a mindset of progress over perfection. “Sometimes, when you sit down on a pitch, you want everything to be perfect. However, I feel like the spotlight around ensuring that we deliver commercial impact and commercial value is greater than ever. So, a big initiative we’re driving through the business is making sure that during everything that we go for, we are showing what commercial impact we’re going to make for that specific client.”
Proving Commercial Impact
MMT Digital’s Yardy advised, “It’s hard to plan ahead and there’s way more competition than what we’ve ever seen before.” He emphasized the importance of proving commercial impact to clients. “Therefore, I feel like the spotlight around ensuring that we deliver commercial impact and commercial value is greater than ever. So, a big initiative we’re driving through the business is making sure that during everything that we go for, we are showing what commercial impact we’re going to make for that specific client.”
Marriott, of the Creative Artists Agency, agreed with this assessment, but said that even if you do point out clear financial projections around ROI and audience metrics, you should still expect business to move slower than in the past. “We just won an account that took us eight months to land,” he revealed. “You have to be patient in this new world.”
Proving Commercial Impact
Marriott, of the Creative Artists Agency, agreed with this assessment, but said that even if you do point out clear financial projections around ROI and audience metrics, you should still expect business to move slower than in the past. “We just won an account that took us eight months to land,” he revealed. “You have to be patient in this new world.”
He paused, before confidently concluding: “It’s full steam ahead, though. In business development, you’re often the straw that’s stirring the drink and it’s just about kind of leveraging everyone’s strengths, knowing what they respond to, knowing how to get the best out of them and also how to develop people. You’re often at the center of the agency, which is great! Yes, things are hard, but business development is still a lot of fun and we can’t lose sight of that. There’s still a lot of highs and it’s about knowing how to hunt for them.”
Business Developer of the Year
Winner: Oya Mustafa
Agency: Recipe
Job title: Director of business development
Feedback: “Commercially sharp, vision-led, purpose-driven. Radiates passion and leadership. Full of energy, hustle and integrity.”
Rising Star
Winner: Becky Hipkiss
Agency: We Are Futures
Job Title: New business director & associate board director
Feedback: “Superb submission – purpose-driven, target-tenacious and proven success. A true definition of a rising star.”
Business Development Team of the Year
Winner: TMW
Feedback: “Inspiring team dynamic – building with intent, delivering societal impact and commercial success. Defining industry growth.”
New Business Win of the Year
Winner: TMW/McDonald’s
Industry Impact Award
Winner: Martin Jones
Recognized for a legacy of over 1,000 pitches and three decades at AAR, shaping the industry’s most iconic partnerships.