Boston Event: From Reactive to Proactive: The New Model for Agency Growth

The 4As is partnering with Jesse Strawbridge and the Boston area Hunting Club to support agency owners, agency-side sales professionals, and sole practitioners/freelancers in a night of collaboration, inspiration, and networking. We’re pleased to welcome Christian Banach to the stage.

From Reactive to Proactive: The New Model for Agency Growth
By the time an RFP hits your inbox, the agency that’s going to win has usually already been in the conversation for months. The growth leaders pulling ahead right now aren’t waiting for referrals or formal searches — they’re tracking the signals that predict when a brand will need a new agency partner and showing up early with a point of view.

Join the 4As, The Hunting Club, and Christian Banach (Founder, NextBigWin) on Wednesday, June 24th for a working session on how high-performing agencies use market intelligence — executive moves, funding, M&A, agency appointments — to identify and win brands likely to need agency support earlier in the buying journey. No massive BD team. The session incorporates client perspectives gathered from Christian’s ongoing conversations with CMOs and senior marketing leaders.

You’ll leave with:

• The specific signals worth tracking, and where to find them
• A framework for turning a signal into relevant outreach within days
• Benchmarks for what proactive BD looks like at independent and mid-sized agencies
• Insights into how marketing leaders evaluate agency outreach, timing, and relevance

The session will include presentation, discussion, and networking with fellow agency leaders, business development professionals, and independent consultants from across the Boston agency community.

About Christian Banach
Christian Banach has spent more than 20 years in agency growth, business development, and partnerships. He founded and grew a multimillion-dollar experiential agency working with brands including Disney, Toyota, and Anheuser-Busch before moving into agency new business leadership roles supporting independent and holding company agencies.

Over the past decade, he has helped agencies generate tens of millions in pipeline opportunities and win work with brands including Kohl’s, Constellation Brands, Netflix, Heineken, and Autodesk.

He founded NextBigWin to help agencies move beyond referrals and compete more effectively through timing, relevance, and market intelligence. He also hosts CMO Journeys, an interview series featuring senior marketing leaders discussing growth, partnerships, and agency relationships, and is a member of the 4As Expert Network.