Lucky Generals

Lucky Generals has a tiny new business team. It’s composed of just three people (Vickie Ridley, Alice Lindsay and Ganna Agwa) and all of them have other jobs.

On top of this, 2025 was a year when the agency’s leadership team emphasised the need to prioritise existing clients, rather than new business. And yet despite all this, Lucky Generals: • Achieved the Number 1 spot in Campaign’s New Business table, for the first time ever • Won the UK’s biggest pitch of the year (Asda) • Won another 5 pitches (including Irn-Bru, Beefeater and TikTok), to give a 100% conversion rate of 6/6 • Supplemented this with a slew of organic wins • Grew overall revenues by 39%, to an all-time high So, what’s the lesson of this paper? The best new business strategy is actually to prioritise existing business. Then the rest will look after itself.