The New New Business: Making Yourself Indisposable with Mia Powell

A creative, strategic hybrid, Mia Powell lends her skills to develop and nurture teams and talent to create award-winning work. 

Mia has worked for many highly established businesses across the advertising, media, and fashion landscape. Her previous tenure at PRETTYBIRD as Head of Business and Strategy, where she was known for her forward-thinking approach and acute understanding of the directors' roster, has been instrumental to the team’s growth and success over the years.

Mia has also held roles at other highly esteemed companies, developing the commercial arm of Sir Steve McQueen’s production company Lammas Park as well as various roles within agencies, MullenLowe and iris Worldwide.

Mia’s transition to Caviar marks an exciting new chapter, fostering a synergistic environment where creativity and strategic insight, paired with Caviar’s already fantastic production capabilities; drive the creation of compelling, globally resonant content.

Mia’s passion lies in collaboration, working on projects with agencies and direct-to-brand to create boundary-breaking and nuanced films across all branded platforms, including commercials, social media, brand-funded entertainment, and beyond.

Mia is also a strong advocate for change and continues to champion marginalised and underrepresented voices, working with several initiatives such as the Common People, Shiny Awards, Brixton Finishing School, and ELAM.

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

Mia> I cannot for the life of me remember my first pitch win in production, but fun fact, I used to work agency side before moving over and I distinctly remember my first new business win as part of my agency team.

I was the new business coordinator (at an agency which has undergone many mergers since I was there) and in my very early 20’s. My manager at the time had a week off and so I was left in charge of the cat wrangling; I remember being more of a cheerleader / caretaker of the resource schedule than an instrumental part of the winning to be honest. 

It was a £321million bit of business, the adrenaline was pumping the whole way through the pitch, weekend work in the ever glamorous “war-room” feels like only yesterday. It was my job to keep up morale and that mean keeping the creatives fed, essentially. The win was glorious. 

As I replay my part, I think the biggest thing I learnt was that it doesn’t matter how big or small a role I play in the pitch game, I love winning, and it feels amazing being a part of a team who makes that happen.

As I say, I can’t remember my first win in production, but I do remember one time having to turn around a £1.2m pitch for a Christmas commercial for a major retailer in the space of 48 hours, my eyes were stinging, I was borderline maniacal, but the feeling of true pride was earned on that job. 

Winning something which felt against all odds, impossible, was such a triumph, but then again, winning any pitch is a triumph, that feeling never changes. 

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

Mia> Don’t let it eat you up… It’s not personal. No pitch is ever just on your shoulders. 

LBB> And the worst?

Mia> I was called a “square peg in a round hole” by someone quite senior, I was told that he couldn’t really see me as a CMO in 10 years time and that I didn’t really have the make up for it. It was one of the best and worst comments I have received to date, and slightly crushed me but it was my catalyst to pivot into production.

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

Mia> I don’t think of what I do as selling, I make connections and forge relationships and I don’t think that will ever change. But the business of new business has radically shifted in the last decade, I feel now more than ever agencies are time poor, events are fewer and further between, so you have to think a lot more imaginatively about how you approach and connect with potential clients.

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

Mia> I think you need certain minerals to do new business. It’s an alchemy of 60% personality, 25% strategy, 15% gumption. 

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

Mia> The system is failing. We are seeing an opportunity gap growing and talent from underrepresented backgrounds (including women) are not being given an equal amount of opportunity.

We need agencies and brands to pledge to make an effort to grow the next generation of directing talent. - bring back a version of the “Free the Bid” initiative which will ensure we get a fair and diverse range of voices on pitches.

We need transparency on who we are pitching against. I would love to see more agencies and brands adopt a blind treatment submission process to negate bias.

LBB> Should businesses be paid to pitch? 

Mia> Yes.

LBB> What are your thoughts about businesses completely refusing to engage in pitching? 

Mia> Ballsy. 

LBB> How can businesses perform well without ‘giving ideas away for free?’

Mia> Part of why I love the job is coming up with ideas and proactively pitching them to companies. Performance / growth are part of the day to day role requirements within new business so I guess it’s just about managing the amount of time and resource you are putting into those ideas which will always essentially be “free” until they buy it. 

I think it’s a part of the process that can’t be eliminated unless brands are willing to pay for pitches.

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

Mia> Everyone is unique, it's about finding out what they want and seeing if you can help facilitate that in some way. It’s really simple math, the key part of the equation is listening.

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

Mia> It’s a kick in the proverbial balls when you don’t win, but rule of thumb is 1 in 7 pitches is yours for the taking, we’re currently winning 1 in 3 which is nice, so the next win is always round the corner, so it’s always a boost knowing that if you get back on your hustle an inevitable win is around the corner, and it's a lovely little endorphin hit. 

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?

Mia> The majority of this industry is built on nepotism in some shape or form, and ultimately it will always benefit you if you have a friend, or an ally in a position of power. 

Naturally as you grow with people in the industry they become your friends, it’s the trust that you build that makes it an easier process. 

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

Mia> Before it’s even a pitch, make yourselves indisposable.