BD100 2025: How business development pros are tackling tough times with AI and tenacity

“I think in terms of the space that I’m in, one of the biggest challenges right now is staying up to speed with new tech, because an agency always needs to know more than its clients!” explained Robert Yardy, director of partnerships at MMT Digital, over a beer.

“You have to admit the market is just so tough right now! But through investing a significant amount of time into building AI web tools and AI content migration for our clients, we’ve moved forward as an agency. AI is a huge help to our clients and it’s been a huge help in winning new business too.”

From the rise of AI to positively dealing with shrinking budgets and finding ways to nurture a team despite an unpredictable global economy, here are five things that the latest BD100 inductees taught us about the mindset of a marketing business development professional in 2025.

AI: a help or a hindrance?

The rise of AI software and its impact on marketing creativity was a fervently discussed topic all evening long. And for every excited description of its potential positive impact, there was some caution. “We’re applying AI across various areas of our business. From a new business perspective, we have an AI roadmap that we’re executing, leveraging AI for uses cases such as research and more,” Tracey Barber, chief marketing officer at Rapp, told The Drum.

“AI is freeing up more time so we can focus on speaking to our clients about growth. If you can use a combination of AI, data and technology effectively to automate content at scale, then this frees up more budget to invest directly into the craft of human creativity. But if every agency is rushing into AI then it can’t come at the expense of differentiation.”

Asked specifically on the success metrics AI had brought to his own agency, Derek Dewosky, director of global business development at Publicis Groupe, said: “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 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

It’s clear that agencies are having to do more with less due to an unpredictable global economy and President Trump’s controversial tariffs. This pressure is something that comes with a lot of risk, claimed Bérangère Fond, director of business development at Spring Production.

“We know the economy is not at its best right now,” she said. “We’ve 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!”

The prevailing idea for Daniel Marriott, director of business development at Creative Artists Agency, is: “Progress over perfection. Sometimes, when you sit down on a pitch, you want everything to be perfect from minute one. That’s not always the case. There can be a bit of a paralysis on a project, especially in this economy. So I think it’s best to get into the mindset of getting the work down on the page and building it up brick from brick.”

Being creative on smaller budgets

Budgets are naturally down at a lot of marketing agencies and their business development arms right now. So, how can marketers deal with this problem and find a way to maintain high creative standards? “I would hone your elevator pitch about yourself and about your résumé, because business development is all about elevated storytelling that sells,” urged Publicis’s Dewosky.

“First and foremost, you have to sell yourself, right? If they don’t believe in you during the pitch then they won’t believe in your business.” Spring Production’s Fond echoed this self-confident approach among business development professionals. “Our profession is about bringing your knowledge and your personality to the front, so that people will like you, like what you’re offering and ultimately trust you,” she said.

“Regardless of budget cuts, regardless of how difficult things are, if you are trustworthy, knowledgeable and the solution that you provide is exactly what people want, you’re going to be successful at some point.”

Advising brands specifically on how they can achieve advertising fame despite having less to spend on big budget marketing, Dewosky added: “I think for brands to achieve brand fame, they need to tap into consumer mood and the feelings of wider society. You can’t play a role in society that isn’t complementary to what consumers need, because a lot of people are struggling right now. You’ve really got to tap into cultural truths in a way that’s super authentic.”

How to lead in business development in 2025

It is in a moment of crisis where agencies will ultimately find out who can really lead, explained Shruti Dixit, group director of business development at Publicis Groupe.

“You have to raise your hand to work on opportunities that can grow the business and pick roles that allow you to learn how things work. Right now, you need to stand up and lead from the front.”

Hipkiss said those in business development can deal with this challenging economic landscape by building great relationships and staying calm through the storm. “It’s a very difficult market, so I think it’s about your personal attitude as a leader,” she said. “You have to be tenacious, positive and upbeat. It’s a basic thing, but building great relationships with clients and team members is everything right now.”

As a business development leader, you also have to invest in your team’s individual needs or it will be less equipped for success. One way to do this is to conduct entrance interviews, advised Barber: “I would say it is about taking an individualized approach to business development individuals. I always do entrance interviews for my team, so I’ll look at how they like to work and what their ambitions are.

“Knowing how that individual likes to work and communicate means that I can get the best out of that individual and I can help them flourish in a way that’s personal to them.”

Proving commercial impact

Another positive way to navigate the choppy waters of business development in 2025 is around proving a commercial impact to your clients. MMT Digital’s Yardy advised: “It’s hard to plan ahead and there’s way more competition than what we’ve ever seen before.

“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.”

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.”

As well as inducting new members, the BD100 2025 event also awarded business development innovation over the last year. Here’s a full list of the winners:

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.”

Highly Commended: Lucy Mart (PrettyGreen)

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.”

Highly Commended: Chloe Martin (Paradise)

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.