What Job Seekers Can Learn from Ad Agency New Business Strategy
Frances Webster of Walrus Explains Why Landing a Job Is Just Like Winning a Client
Before Frances Webster co-founded Walrus, one of New York’s most creatively recognized independent agencies, she built the agency’s growth engine by doing what most people avoid: cold outreach. Walrus won major clients like Breeze Airways without a traditional pitch. Frances realized this same approach works for individuals trying to land their first advertising job.
“There are so many parallels. You’re selling yourself the same way we sell the agency.”
Frances Webster treats business development like a craft. Measured, intentional, and relationship-first. And she believes job seekers should adopt the same playbook.
In this article, you’ll learn how to think like a new business pro when searching for a job in advertising. From targeting the right agencies to standing out in a crowded inbox, her approach offers practical, proven advice for breaking in. This is how Walrus lands clients, and how aspiring talent can land a role.
Build a Shortlist Like a Strategist
Before reaching out to a client or a hiring manager, you need to know what they’re about. Frances advises doing deep research on agencies.
“Do your homework… read Ad Age A-Lists, the Small Agency Awards… Make a short list based on your criteria. My criteria would be: do I like their work and are they winning new business?”
This same filtering applies to job seekers. Know who you want to work with and why. Prioritize agencies with momentum and creative output that excites you.
Reach Out in a Way That Stands Out
Frances is clear: a generic email or LinkedIn request will not cut through.
“Don’t send an email through the HR portal… Write a handwritten letter to the owner of the agency. Call them. Send them something in the mail. Then follow up with a call.”
This mirrors Walrus’s sales strategy. Personal, specific, and bold. If you’re trying to get a creative’s attention, do it in a way that shows you understand their work and culture.
Treat the Interview Like a Client Meeting
You got the meeting. Now what? Frances says:
“Go into that meeting like, ‘Hey, I just saw you launched the Breeze Airways campaign’… Establish credibility. Show them you care enough to prepare.”
Preparation matters. Agencies notice when you’ve researched their latest work, team members, or campaigns. Showing up informed signals initiative.
You Don’t Need Every Qualification
When Frances took a job working on a video game client, she didn’t even know the rules of football. But she prepared, showed confidence, and went for it.
“You don’t have to have all the qualifications… just go for it.”
Agencies aren’t expecting you to have mastered the job. They want to know if you can learn quickly, work hard, and show up with a good attitude.
Always Follow Up, Even If You Don’t Get It
Whether you land the job or not, Frances believes you should always follow up.
“Even if you don’t get the job, write a thank-you note. Ideally handwritten. No one does that. It makes you stand out.”
It’s not just about etiquette. It’s about building a positive reputation in a tight-knit industry. You never know when someone will move to a new role and call you back.
Keep Your Pipeline Full
“You need to have a lot of leads so the odds that something will pop go up. Sometimes it’s a slow burn. All you need to do is get on the board.”
Just like an agency goes after 10 clients to land one, candidates need to pursue multiple roles, tailor their messaging, and not give up after one rejection.
Be Brave. Be Direct. Be Seen.
Frances puts it simply.
“We go get big advertisers’ attention when we probably have no right to. Because we’re not afraid. We say, ‘Hey, we do great work. Let’s talk.’”
New grads can do the same. Reach out to leaders. Be respectful, but assertive. If you want to be taken seriously, act like someone worth hiring.
Job seekers often treat their search like a lottery. Frances Webster offers a different model. One rooted in targeted outreach, preparation, and follow-through. Her insights from running new business at Walrus translate directly to how aspiring talent should approach job hunting.
If you treat each job like a client you want to win, you’ll stand out. Do your research. Craft personalized outreach. Show up prepared. Follow up. And build long-term relationships, not just applications.
To hear the full conversation with Frances Webster, listen to her episode on the Breaking and Entering Advertising Podcast.
🎧 Listen now: Breaking and Entering Advertising Podcast with Frances Webster
Spotify: https://open.spotify.com/show/0mlC7OWM5dTb3O8XmdzHSd
Apple Podcasts: https://podcasts.apple.com/us/podcast/breaking-and-entering-advertising-podcast/id1506434104
YouTube: https://www.youtube.com/@breakingenteringadvertisin6816
In this episode, you’ll learn:
How Walrus won Breeze Airways without pitching
What “calculated misbehavior” means in branding
Why the agency launched its own product, Burns Business Mints
How Frances pivoted her career through business development
Her early career story from history major to BMW presentations
Frances’s philosophy is simple: figure it out, work hard, and be someone others want to root for.
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