How to Land More Agency Clients

If you’re a production company looking to land more agency clients, you might assume the best people to build relationships with are creative directors or executive producers.

But according to Dani Dufresne, you’d be better off making yourself visible to account managers.

In the latest episode of Crossing the Axis, Dani explains why account leads (not creative or production) often feel the most pressure. That’s because they’re stuck between internal delays, demanding clients, and limited support. Which makes them the most open to new partners who can actually help them deliver.

That’s just one of the many sharp, practical insights in this conversation about how to win agency business without playing the same old game.

Some other standouts:

✅ The in-house production model is broken

When agencies staff up production, it’s to save them money, not to make better work for clients. Dani’s seen it firsthand. Junior teams are handed big ideas they’re not equipped to execute. The result: compromised creative and frustrated clients. Show agencies how they can get more with your services.

✅ Fractional production is a fix

Dani’s company, The Auxiliary Co, embeds during the pitch, not after the sale. Her team acts like an agency EP squad shaping ideas, building realistic budgets, and stress-testing the creative before it hits production. Get in early, roll up your sleeves and help drive the creative with better executional approaches.

✅ Using reps is lazy

In her view, reps and rosters don’t cut it anymore. Agencies want hustle, specificity, and chemistry. Not generic reels or vague promises. Talk about your specialty and why it works, not a list of names.

✅ Vibes over verticals

Chasing agencies by industry verticals is good, but finding common ground on aesthetics is better. Focus on building relationships with agencies that match your tone, and vice versa. Make your outreach feel like their work. That’s how you get noticed and invited in.

This episode is for any production company rethinking how to earn and keep agency business.

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