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7 Positioning for Growth: How to Identify, Articulate and Market

Karla Morales-Lee

With a reported half a million agencies worldwide, having a strategy and plan for standing out from the competition is vital for the winning of new business. In this session, London-based positioning expert and new business careerist Karla Morales-Lee will share the secret to why some agencies win more new business than others. Described as “an entrepreneurial new business person" by Campaign magazine, Karla helps agencies to move past outdated and ineffective business development tactics such as cold calling and the sending of unsolicited direct mail. Her clients win more new business as a result of having a compelling point of difference and then illustrating and dramatising that difference through their agency marketing. She calls her expertise ‘building agency brands’. In addition to her consulting business, Karla is co-founder of The Art of New Business events and The UK Agency Awards. Both of these companies strive to improve the way agencies prospect for new business and highlight best practice in agency self-promotion.

About Karla Morales-Lee

Recently described by Campaign Magazine as an ‘enterprising new-business professional’, Karla is also a member of the Courvoisier Future 500 – the exclusive network of pioneers, entrepreneurs and sits on the advisory council for Women In Marketing (WIM) in the UK . Before becoming an independent growth consultant (Hunter & Farmer), Karla worked in business development for some of the UK’s most renowned creative agencies including product design agency Seymourpowell and ‘designvertisers’ Williams Murray Hamm. In addition to her consulting business, Karla has co-founded two businesses focused on improving the way agencies sell. In 2012, she co-founded The Art of New Business, a series of events across the UK. In 2014 she co-founded the UK Agency Awards, the first awards to recognise excellence in how agencies are run, marketed and grown

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