The Fuel Podcast

Hosted ByKeith Smith

Interviews with leaders of companies from all areas of business on how they generate sales. What tactics do they use for their particular industry and how can you learn new tricks for your industry – all delivered with a jaunty perspective for your listening enjoyment!

Jack Williams – ACNE London: The Winnable Pitch

Share the goodness!

Helping clients see round corners and choosing winnable pitches. This is the very meat and potatoes of new business, and who better to share his wisdom than Jack Williams, who rounded out 2021 with a 100% pitch record – one of only four agencies in the entire country.

Now he’s working his magic on a fresh challenge at Deloitte’s creative agency Acne London. It’s an irresistible opportunity to shape the new business operation from the ground up with an open cheque book.

What is Jack’s secret? How does he identify what pitches are winnable? How does content marketing feed into the new business machine? Jack is also a passionate advocate of Diversity in the creative industries and he’s got a few powerful arguments for why it needs to be addressed with a sense of urgency.

In this episode, we discuss:

The perfect referral-to-cold win ratio

Diversity and talent recruitment

The intersecting roles of CMO and New Business

Content marketing

Podcast consumption

Kitchen knives, soul and spag bol

Learn more about your ad choices. Visit

Leave a Reply

Your email address will not be published. Required fields are marked *