Why Agencies Need to Hire Growth Roles Now: Interview with Lucy Simpson

The agency landscape is forever changing, and keeping up with the competition takes a smart approach to growth. We recently caught up with Lucy Simpson, a leader in agency growth recruitment, to talk about why business development and marketing roles are a big deal for agencies, the challenges in finding the right talent and how agencies can structure these roles to succeed long-term. 

Lucy brings a tonne of experience to the table, having worked with some of the biggest names in the creative world: Seigel + Gale, MG OMD and Squint Opera. With her deep and thorough market knowledge, she's the person agencies turn to when they want to supercharge their business development and marketing teams.

The Importance of Business Development and Marketing Roles in Agencies

Business development (BD) is a must-have role for agencies wanting to stay ahead in today’s competitive environment. According to Lucy, every agency—whether it's a big network or a small, independent shop—needs someone dedicated to finding new opportunities, pitching to potential clients, and driving revenue.

Lucy said. "The BD's job is to map out the market, figure out which brands they want to work with and get in front of them. This means everything from generating the leads and networking  to crafting a polished pitch document and delivering it with confidence."

In smaller agencies, BD roles often overlap with marketing responsibilities. As Lucy pointed out, “In boutique agencies, a BD might also be the brand and marketing person. They could be creating thought leadership pieces, preparing award entries, creating marketing campaigns and ensuring consistent branding across all platforms. It works well for small agencies that need to stay lean, but the hybrid role becomes a lot to handle as the agency grows.”

Agencies are increasingly on the lookout for people with dual skills—those who can generate leads and revenue as well as shape the brand strategy. Candidates who are also comfortable with CRM tools, pipeline building and lead gen platforms, and digital advertising platforms are in high demand. Equally, candidates are drawn to forward-thinking agencies that embrace automation technology and focus on purpose-driven work, like sustainability and ethical marketing practices.

Challenges in Hiring Senior Agency Talent

Hiring senior talent, especially in BD and marketing, often isn’t straightforward. Lucy emphasised that agencies need to move quickly when hiring for these roles. 

“Agencies can sometimes take too long to make a decision and by the time they’re ready for a third interview, the candidate has been snapped up. It’s a competitive market and the best people don’t hang around.” Lucy explained.

Another challenge is making sure the hiring process is thorough enough to find someone who can deliver. "A business developer has to walk the walk, not just talk the talk," Lucy said. "They need to show they can back up their claims with a proven track record of winning clients and generating revenue." It's vital to have prepared interview questions to ensure the process is thorough and fair. 

When to Bring in a Dedicated BD Role

One of the big questions for agencies looking to grow is getting the timing right to create a dedicated BD role. “For small agencies—those with about 10 to 15 people—the owner or managing director often handles BD themselves,” said Lucy. “But once the agency grows beyond that size, it’s time to bring in someone dedicated to driving pipeline.”

As agencies grow, the BD function becomes more specialised and they may decide to split BD and marketing into separate functions. This allows the agency to meet increased demand and keep work flowing in.

What Makes a Great Business Developer?

So, what makes a great business developer? Lucy says it's all about finding someone with a mix of commercial acumen, practical skills and the ability to connect with clients. The best BDs are not only great at pitching and negotiating, but they’re also skilled collaborators able to unite teams and get creative ideas flowing throughout the agency. They know how to command a room, close deals with confidence and bring a campaign to life. 

Standout candidates have a distinctive set of qualities: they’re driven by process, work hard, stay calm under pressure and are super organised. They’re energetic and relentless in pursuing successful outcomes. Passion and energy are key, along with the ability to understand client pain points and offer tailored solutions. Curiosity keeps them ahead of the game and confidence—especially in presenting—helps them win people over.

Moreover, a successful BD candidate needs to show evidence that they can make an impact. “They need to demonstrate real results—whether it’s the value of accounts they’ve won or their contribution to a major campaign. They should be ready to talk through their achievements in detail,” Lucy advised.

Success Stories: The Right Hire Makes All the Difference

Lucy recalled a recent instance when the founder of a 12-person experiential agency approached her, eager to elevate their business. The founder recognised the need for a dedicated commercial hire to spearhead new business efforts and facilitate growth but sought expert guidance. 

Leveraging her industry expertise, Lucy provided insights on salary levels, commission structures, job titles, descriptions, and the interview process. Working together on a retained basis over four weeks, they identified the ideal candidate, who has now been thriving for six months, completing numerous pitches and generating revenue. They are now scoping out plans to bring in their first Marketing hire in January. 

Why Now Is the Time to Invest in Growth Roles

In Q4, there’s a renewed focus on making smart hires for agencies looking to start the new year on the right foot. “It’s been a challenging year for a lot of agencies, and budgets have been tight. Agencies have to be smart about how they approach BD,” Lucy said. “Investing in the right growth roles now will set them up for success in 2025. Everyone is investing in upping their pitch game, can you afford not to?” 

There is a lead time that agencies need to consider when thinking about investing in business development.  An investment now will pay off in 2025.  Agencies need to plan for that in terms of their budget and expectations.  

The agencies who see the best results from their BD function are those who invest in BD as a long-term strategy, not those who look to invest when they are in firefighting mode. 

“You should also look to tie the commercials of the role in with the strategic goals of the agency so that everyone is aligned from the start.  Taking advice on remuneration structures is hugely important.”

Conclusion: Partnering with the Right Recruiter

Finding the right senior talent to grow an agency is no easy task, but working with a specialist recruiter like Lucy here at Profiles Creative can make all the difference. Her network, industry know-how, and track record make her the ideal partner for any agency looking to make strategic growth hires.

If you’re ready to expand your business development or marketing teams, now’s the time to get in touch with Lucy and set your agency up for a killer 2025.