April, 2025.- In the ever-evolving landscape of marketing and advertising, securing new business while maintaining quality and innovation is no easy feat. Dark Horses has managed to achieve an impressive streak of six consecutive wins and 22 new business projects since January 2024. Leading this charge is Cat Tyler, Head of New Business, whose expertise and strategic vision have helped propel the agency forward.
We sat down with Cat Tyler to discuss the agency’s continued success, the challenges of pitching, and her approach to balancing a high-powered career with motherhood and marathon running.
Sustaining Momentum in a Competitive Industry
Dark Horses has achieved an impressive streak of six consecutive wins and 22 new business projects since January 2024. What do you think has been the key to maintaining this momentum in such a competitive landscape?
Cat Tyler:
“I think Dark Horses is truly unique in that the people who work here come from some of the biggest creative agencies around but live and breathe sport and fitness. The combination of strategic and creative talent with the breadth of knowledge and passion means we can turn our hand to any brief or challenge for any sport that comes our way.
For example, we’ve just completed campaigns for Optimum Nutrition’s McLaren F1 partnership and for Lindahl’s protein Kvarg—encouraging fitness and movement. However, we seem to have a particularly good record with soccer, having worked on more than 30 soccer campaigns in the past two years!”
Balancing New Business and Ongoing Projects
As the Head of New Business, you are constantly pitching in a project-based environment. How do you balance the pressure of securing new clients while maintaining the quality of ongoing projects?
Cat Tyler:
“Fortunately we don’t always have to pitch for new work. We frequently have clients coming to us because of our expertise and demonstrable successes and instead have a detailed conversation about their hopes and ambitions.
When pitching is part of the process, we vary who works on it. Teams are assigned to both pitches and clients according to expertise and workload, ensuring that any new business work we’re doing doesn’t impact the projects already in progress.”
The Challenges of Pitching in Today’s Market
From your perspective, what are some of the biggest challenges that agencies face today when it comes to pitching, particularly in terms of client expectations and cost management?
Cat Tyler:
“It’s not a secret that a lot of those in the industry feel that the system is broken. Agencies are having to pitch for smaller and smaller scopes of work and decreased budgets with no guarantee of success and no remuneration.
The Pitch Positive Pledge, introduced in 2022, was designed to reframe the pitch process by encouraging agencies and brands to change their behaviour to reduce costs and wastage and improve mental health. However, The Great Pitch Company’s most recent survey claims that, when asked to rate the impact of the Pitch Positive Pledge, it scored an average 3 out of 10, so there is clearly still a lot to do.
The irony is that you usually get to better answers when you work really collaboratively with a client. So if a chemistry session and case studies can provide reassurance, a pitch shouldn’t always be necessary—particularly if budgets and timelines are tight.”
Advice for a Successful Career in Business Development
Given your extensive experience, what advice would you give to someone looking to build a successful career in business development within the marketing and advertising industry?
Cat Tyler:
“Speak to everyone you can—you’ll learn a lot but also the industry is small and time passes fast. You never know when the same people will appear in your inbox or office again.
Develop a thick skin. You won’t hear back from everyone you approach, and of those you do, some will just disappear without a word. It’s important not to take it personally and not to give up.
Remember, you’re not on your own. An agency full of people meeting people and reaching out to contacts will invariably produce more leads than one person.”
Balancing Work, Family, and Marathon Running
Balancing your demanding role with being a mother of two and a marathon runner is no small feat. How do you stay motivated and maintain your energy across these different aspects of your life?
Cat Tyler:
“Firstly I’m aware that I’m very lucky to be at an agency that’s filled with sports fanatics and a lot of parents. Creating a culture of understanding on both fronts goes a long way.
But I also think it’s really important to define how and when you perform at your best. For me, that’s hands down the morning. I’m up early so I have time to train before my kids wake up and will usually also log on to my emails before the day gets going as I know that’s when I’m at my most productive.
I often then have to leave early to collect the kids and will try and go to bed before 9 pm, but it’s what works for me.”
Final Thoughts
Cat Tyler’s insights highlight not only the challenges agencies face today but also the resilience, adaptability, and passion required to thrive in business development. With a strategic approach to pitching, a strong culture of collaboration, and a deep-rooted passion for sports and fitness, Dark Horses continues to break new ground in the industry.
Her ability to balance high-stakes new business development with family life and endurance sports is a testament to discipline, prioritization, and the power of understanding what drives personal and professional success.As the advertising and marketing landscape evolves, leaders like Cat Tyler prove that success isn’t just about winning pitches—it’s about building long-term relationships, fostering great talent, and staying committed to a larger vision.
