Chemistry Earns You New Business

Ashley Brantman, Jack Morton’s SVP, head of growth US, has spent over 15 years helping brands strategically invest in sports and entertainment platforms. Known for her expertise and superior client service, she has driven consistent growth across categories.

In 2022, with Patrick Heffernan, she co-launched Jack 39, the dedicated sponsorship consulting arm of Jack Morton, sustaining significant year-over-year growth since its inception.

Brantman has already delivered outstanding results, helping to drive new and organic growth and elevate Jack Morton's work in the market with new clients such as Jim Beam and Southwest Airlines.

She speaks to LBB about…

LBB> What was your first sale or new business win?

Ashley> The first meaningful win I had was with Fiserv at my former agency, Intersport. It wasn’t a massive piece of business, but it was significant for the agency – steady, predictable revenue built on the foundation of a trusted relationship.

I don’t remember it being a particularly tough win, but I’ll never forget the feeling of the client driving down from Milwaukee to award it to me in person.

That moment of sitting across the table and shaking hands was incredibly gratifying. I remember the rush of sharing the news with my teammates and leadership. Even more meaningful, that client went on to become (and still is) one of my greatest mentors.

That experience taught me that while business is won on capability, it’s truly earned through chemistry. Inspiring trust and confidence in you as a person often matters more than what your agency can deliver on paper.

LBB> What was the best piece of advice you got early on?

Ashley> I’ve received tons of great advice over the years. One thing that has always stuck with me was simple: figure out what you are best at because when you’re good at something, it’s always fun. And, what I do is really fun.

LBB> And the worst?

Ashley> The client is always right. Clients pay us to tell them when they’re wrong. That said, there is a tremendous amount of tact required to successfully do this and, in the end, allow the client to feel right.

LBB> How has the business of ‘selling’ in the creative industry changed since you started?

Ashley> More than ever, great creative needs to be built on a real connection.

Of course, it’s table stakes to ground everything in insight – the intersection of business, brand, and audience – but I’m talking about connection in the room.

Especially when there isn’t an existing relationship, establishing trust and creating a sense of genuine rapport with people in the moment is just as important as the work itself.

LBB> Can anyone be taught to sell or do new business, or do you think it suits a certain kind of personality?

Ashley> In my experience, the most effective sellers are those that enjoy being around people and finding connections with other people.

It’s not to say you can’t teach certain techniques, but a foundational level of extrovertedness and a dose of ‘people pleasing’ has proven effective in this field.

LBB> What are your thoughts about the process of pitching that the industry largely runs on?

Ashley> I believe there’s always a cost of doing business. And your cost reduction in that area is directly correlated to the depth of your relationships.

LBB> How do you go about tailoring your selling approach according to the kind of person or business you’re approaching?

Ashley> Simply put: EQ.

It really comes down to emotional intelligence – reading the room, understanding what matters to the person in front of you, and adjusting your tone, pace and message accordingly. Some people respond to data, others to storytelling or chemistry. It’s about meeting them where they are, not using a one-size-fits-all approach.

LBB> New business and sales can often mean hearing ‘no’ a lot and quite a bit of rejection - how do you keep motivated?

Ashley> Persistence, growth and following up.

LBB> The advertising and marketing industry often blurs the line between personal and professional friendships and relationships… does this make selling easier or more difficult and delicate?

Ashley> Easier by far.

In this industry, relationships are everything, and when personal and professional lines blur, it often means trust has been built. That kind of connection creates stronger partnerships, more open communication and ultimately, better work.

LBB> In your view, what's the key to closing a deal?

Ashley> Lead with confidence, take a prideful position, don’t give them another choice.