Insights
From Creds To Chemistry: How To Win
07.03.25
Author: James Thomlinson
07.03.25
Last week I had the pleasure of speaking at the inaugural #PRCANewBizFest25 – a brilliantly curated event dedicated to solving one of the industry’s biggest challenges: winning more business, more consistently.
Alongside Alex Young and Andrea Donovan, I tackled a question every agency grapples with:
Are creds a necessary evil – or a strategic opportunity?
Our collective view? It depends entirely on how you use them. Done well, creds can open the door to deeper conversations, stronger chemistry, and better-fit briefs. Done badly, they can kill your chances before you’ve even walked in the room.
Here are the key takeaways from our session:
- Think conversation, not presentation – Creds aren’t a lecture; they’re your opportunity to ask smart questions, spark dialogue and show your personality.
- Chemistry beats credentials – Don’t recite a deck. Build rapport. Tailor everything.
- Ask what the client really wants – Sometimes it’s creds. Sometimes it’s early thinking or category insights. Know the difference.
- Be bold about what you’re brilliant at – And if you’re not, don’t pitch. Treat creds like you would an award entry.
- Tailor, tailor, tailor – The client should feel like the deck was made just for them.
- Keep it visual – You’ve got 10 seconds per slide, max. Make every second count.
- Pick three case studies – no more – Show only what’s relevant and memorable.
- One voice wins – A cut-and-paste deck from multiple authors always shows.
- Relegate the admin – Put the logos, maps, and org charts at the end, not the start.
Favourite Quotes from the Day
The day was packed with smart insights and no-nonsense advice. A few gems stood out:
“Good propositions focus on the what, how, why.” – Mark Clark
“Treat creds like an award entry – keep them visual and tell them why you should win.” – Andrea Donovan
“Shift the ‘insecurity slides’ to the end – no one leads with their office dog.” – Alex Young
“Use curiosity to sell!” – Hannah Campbell
“Saying yes to every lead is the number one way to win less.” – Faith Holland
“Don’t give clients a reason to exclude you.” – Steve Fair
“It’s 20x easier to win from existing clients – yet most agencies prioritise new business.” – Simon Rhind-Tutt
“Bring fewer people. Chemistry dies with a cast of thousands.” – Tomos Rhys Edwards
Final Thought
Your creds are not just a document – they’re your first chance to demonstrate clarity, creativity and confidence. In a market where differentiation is hard and attention is short, it pays to be strategic.
If your creds could use a refresh, or your team needs help sharpening your proposition and pitch process, that’s where Sprint Partners comes in.
Let’s turn creds into chemistry – and chemistry into conversion.
If you want help, drop us an email: james@sprintpartners.co.
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