1412: AgencySource: Winning New Business in Creative Industries with Advertising Production Leader Ross MacRae

Friday, September 12, 2025

Creative work has always had its ups and downs, but lately the dips feel longer and the competition sharper. Budgets that once seemed safe are now under constant pressure, and clients expect more for less—often faster than before. Technology keeps shifting the rules, blurring the lines between what used to be specialized skills. For agencies and production companies, it’s not just about making great work anymore—it’s about proving you’re still essential in a market that’s always moving the goalposts.

Ross MacRae, founder of BikiniList and AgencySource, has spent over three decades helping creative teams grow and adapt. Today, he addresses how agencies can weather industry slowdowns by focusing on consistent networking and relationship building. He stresses the need to stay visible, even when work is scarce, and to nurture client trust over time. His advice centered on steady outreach, strategic positioning, and resilience in shifting markets. Stay tuned!

Quotes:

“If change is a constant part of what we do, then we need to accept that when things change outside our control, we can use the opportunities that presents—because change isn’t all bad.”

“You’ve got to give yourself a default diary—a timetable that allows you time in your week, every week, to do networking and pipeline. You must, even if you’re frantic and busy.”

“We’ve always listened to what our prospective and existing customers say to us to try and find out how we can help them in this new way of doing business.”