Peter Levitan – What It Takes to Build an Unignorable Agency Through Story And Passion

The following interview was conducted between Kent Lewis, Executive Director of NextNW, and Peter Levitan, author, consultant, and former agency CEO of Saatchi & Saatchi Advertising. Peter will be leading our upcoming Webinar event focused on crafting agency stories that are truly unignorable taking place on August 12th at 12:00pm.

Kent Lewis: You’ve spent over 30 years in the industry, from running business development at Saatchi & Saatchi to launching your own agency and leading startups. What’s the biggest shift you’ve seen in how agencies need to tell their stories to win business?

Peter Levitan: Today’s story is all about the client. Their needs, wants, and fears. It used to be about the agency — “We’re creative, smart, good-looking.” Now it’s 95 percent about the client’s issues. The agency’s history and skill set only matter if they relate directly to what the client needs. That said, clients still want proof that the agency “gets it.” The key is being client-focused but still personalizing your story. And above all, have an opinion.

Kent: In The Levitan Pitch, you emphasize that winning pitches require more than just great creative. How does an agency’s core story influence how it pitches?

Peter: Pitching is like dating. If you sit there and talk mostly about yourself, the other person tunes out. A lot of pitches today feel very impersonal. To stand out, your pitch needs energy. Show that you’re interested. Be bold. Lean in. Most importantly, come prepared with answers to the client’s pain points. That’s how you get remembered.

Kent: You’ve warned that many agencies are “ignorable.” What makes an agency story forgettable — and how can agencies make their narrative unmissable?

Peter: Agencies become ignorable when they don’t look or sound any different from their competition. Take SEO agencies as an example — there are thousands out there. To stand out, talk about ROI instead of process. Better yet, educate. Share sharp, current insights. One agency I work with sends out weekly updates on SEO changes. That kind of thinking gets attention.

Kent: You’ve worked with global networks and nimble startups. Do smaller agencies actually have storytelling advantages over the big guys?

Peter: Absolutely. People want to work with people. Smaller agencies can show more personality and genuine interest in the client’s business. Bigger often means more layers and less connection. If you’re small, use that. Use video. Show who you are. People want to see the humans behind the agency.

Kent: Your upcoming webinar is about creating stories that drive new business. What separates a good-sounding story from one that actually moves a prospect to action?

Peter: I’m a big believer in using primary research. At my agency, we used original research to grow our healthcare business. It gave us a reason to reach out and something real to share. I actually got the idea from Scott Galloway. When your story is backed by insight, it stops being fluff and starts driving results.

Kent: You’ve counseled dozens of agencies. What’s a common blind spot you see in their storytelling?

Peter: Too many times, the client doesn’t show up until page 19 of the pitch deck. Sometimes even later. Your deck should lead with the client, not bury them. Also, 34 pages to tell your story? No thanks. Cut it down and make it relevant.

Kent: The agency world is crowded. How can an established agency tell when it’s time to evolve its story without losing what made it successful?

Peter: Bring in someone from the outside. A third party who knows the space and can tell you honestly whether you’re standing out or blending in. And no, your mom does not count.

Kent: Without giving away the entire webinar, can you share one practical tip agencies can use right now to audit whether their story is truly unignorable?

Peter: Ask yourself this: If your agency name and logo were removed from your website or pitch, would anyone be able to tell it’s you? If the answer is no, it’s time for a rewrite.

Register for this webinar event on August 12th, 12:00pm 0 1:00pm PST

Webinar: How to create an unignorable agency story that drives new business interest