FCB NY chief growth officer Kat Grib on how AI is accelerating their chase for new business

“We use AI throughout the new business process now. It helps from what we call ‘get smarts’ - that initial phase where we need to kick off and understand a client’s business very quickly,” she explains. “AI allows us to do that far quicker than we ever thought possible. But it’s not just about speed; it’s about starting with a much deeper and richer understanding, which means we can be much more strategic in the solution we deliver right from the beginning.”

Using AI tools like RFI bots and advanced pitch presentation software, Grib’s team can focus on tailoring their strategy and creative vision for each pitch. That said – rest easy, strategists - Grib is quick to point out that while AI is indeed a powerful tool, it’s by no means not a substitute for human strategy. Her emphasis remains firmly on crafting a successful strategy that guides every aspect of a pitch.

She says: "Everything you do in new business should also be extremely strategic. Everything should come from a winning strategy. That is your North Star throughout the entire process. It guides everything from the contents of the final presentation to the design of the materials that we ultimately put in front of clients.”

Born in Philadelphia, Grib, who was appointed FCB NY’s chief growth officer in September, was originally planning a career in finance, but her plans shifted after taking a promotions class at the University of Virginia, and marketing became her new calling. After graduating, Grib began her career at McCann, working on Verizon, before transitioning to BBDO, where she made the move from account management into new business development. She later joined FCB New York, quickly rising through the ranks to become chief growth officer, leading the agency’s business development with her strategic vision.

Recent successes at FCB NY underscore the effectiveness of Grib’s new business approach. The agency recently secured wins with Kenvue, the Johnson & Johnson spinoff, and Kellanova, formerly Kellogg’s.

“With Kenvue, FCB and BBDO were selected as its two global roster agencies due to the size of their brand portfolio,” Grib says. “We won Listerine, Johnson’s Baby, and we continue to pick up brands as we go along. For Kellanova, FCB led the IPG pitch and now serves as the agency of record for brands like Pringles, Cheez-It, Rice Krispies Treats, and Eggo. It’s been a rewarding process, and it proves that our strategy and creative approach are resonating with clients on a global scale.”

FCB was also recently named Network Agency of the Year at The Drum Awards Festival after its New York and Chicago offices scooped Grand Prix awards, while parent company IPG was also crowned Holding Company of the Year.

FCB NY’s new business, creative and strategic wins, Grib feels, are a testament to the importance of creative ambition in selecting clients and shaping agency partnerships. “I think it’s really about finding the clients that share in the creative ambition that we have here at FCB NY and also value creativity in the way we do,” she says. “First and foremost, it’s about making sure we have that partner who will hold hands and is committed to creating really great work. It’s less about the brand or category and more about the creative potential.”

This strategic approach is naturally complemented by a culture of collaboration at FCB NY. Grib says that the entire agency comes together to support new business efforts, whether team members are directly involved in a pitch or simply helping to cover the workload. “One of the things I loved the most when I came to FCB was how the entire agency gets behind you in pitches. Even if a person didn’t directly touch the pitch, they’re helping out in some way. Every pitch is an all-agency effort. We even have a weekly Town Hall where we discuss our pitches, so everyone feels bought in and invested in what we are trying to do.”

No agency likes to fail, but Grib says FCB NY adopts the Rudyard Kipling approach to triumph and disaster, treating these imposters the same in terms of the learnings the agency takes from defeat. “We have a whole post-mortem process, where new business will review things separately and then have open forums with the pitch team. I try to do it before we find out if we’ve won or lost so that it’s unbiased,” she adds. “It’s about creating a safe space for honest feedback, understanding what worked and what didn’t, and using that to improve our future efforts.”

Looking ahead, Grib acknowledges that AI will continue to play a growing and critical role in the industry, particularly as clients increasingly seek integrated creative and media solutions. She says: “I think clients are starting to consolidate a little bit more, not everything into one agency, but they’re moving towards wanting and needing more integrated solutions. That’s where we can really leverage AI to show how our creative thinking can drive results across their multiple brand touchpoints.”

This shift will ultimately allow agencies like FCB NY to position themselves as comprehensive partners, offering clients a seamless blend of strategy, creativity, and data-driven insights.

Despite the challenges of condensed timelines and heightened client expectations, Grib remains optimistic about the future of new business opportunities. “We have not had a shortage of pitches in a while. I honestly think since Covid hit, if we want a pitch, there’s always a pitch available somewhere,” she says. “I see more integrated opportunities on the horizon, with a focus on blending creative with a commerce perspective and deeper media integration. It’s an exciting time to be in this space, and I believe we’re well-positioned to continue delivering for our clients.”

For Grib, success in new business ultimately comes down to balancing innovation with a deep commitment to understanding ever-shifting client needs. Her focus on a strategic win strategy, backed by the efficiency of AI, and an unwavering belief in the power of creative partnerships, sets FCB New York apart. “At the end of the day, what you’re selling in new business is the people and the possibilities of what they can unlock for clients. AI is part of the process, but it’s the relationships, the strategy, and the shared ambition that make the key difference.”