Why 2025 Has Been the Year of the Business Developer

If there’s one role we’ve seen explode in demand across agencies this year, it’s business development. High-growth agencies are really doubling down on people who can open doors and land the work that keeps the creative engines firing.

And as a former business developer in a creative agency, I love seeing it.

We’re in a world now where every inbox is full. Automation tools are everywhere. We have AI copy, pre-baked nurture sequences, and mass outreach at scale. It’s never been easier for a business to hit send. But what that’s done is create a lot of noise.

Which means the agencies who want to stand out aren’t relying on platforms. They’re investing in strategic business developers who can navigate the tech but also cut through it.

The demand for brilliant BD talent has skyrocketed this year.

We’re placing into agencies of every shape and size who’ve realised that growth doesn’t just happen because you posted on LinkedIn or fired off a case study deck. It happens when someone is actively in the market, building relationships, asking the right questions and connecting the right dots.

We’ve seen BDs hired who’ve landed major FMCG briefs in under six months. Others who’ve revitalised dormant client relationships or spotted new revenue streams that weren’t even in the plan. These people are making things happen, and that’s why they’re in demand.

This year’s BD100 really proved it.

I’ve been lucky to be a part of it for six years now, and the 2025 entries were by far the strongest we’ve seen. The quality of the stories, the strategies, the outcomes all show how essential business developers have become. The best BD’ers understand the market, read the signals, bring energy to the pitch process, and play a genuine role in shaping where the business goes next.

The submissions we saw were anything but generic growth stories, they were stories of resilience and creative thinking. You could feel the impact. And for me, that really shows how far the discipline has come.

So what does a brilliant business developer look like in 2025?

They’re someone who:

• Understands how to combine tech with touch. Using automation to scale but never forgetting the power of a phone call or a coffee.
• Shows up. At MAD//Fest, in Cannes, agency mixers, awards nights, industry dinners, they’re out there, not hiding behind dashboards
• Knows how to build trust fast. Whether it’s through insight, storytelling, humour or smart questions.
• Works cross-functionally. They get the go-to-market plan, they know what delivery needs, and they’re tight with strategy and creativity from day one

We’re proud to be placing some of the best of them. And even prouder when we hear how much impact they’re having once they’re in role.

If you’re looking to land one (or looking for your next BD opportunity) my advice is the same:

Don’t just look for a network. Look for someone who knows how to use it.

The best BDs are thoughtful, prepared, and confident in their voice. They’re active in their market. They understand timing. And they’re always up for a decent lunch and a better brief.

Want help finding one? Or being one? Let’s talk.