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As founding partner at WE ARE Pi and Pi Studios, Patrick Garvey has helped build one of the world’s most exciting independent creative shops, winning multiple global awards including International Small Agency of the Year, Brand Experience of the Decade, and many more.

By combining his enthusiastic perspective on creativity, independence, and with a passion for innovative solutions, Patrick has built a company culture that delivers breakthrough work for Heineken, Nike, LEGO, TED, Amazon, Uber, Virgin, Diageo, and Patagonia to name a few.

��������> What was your first sale or new business win?

Patrick> We were a couple of years in, all in our early thirties, and throwing everything we had into the agency. Then, in the space of 24 hours, we landed Wrangler Europe and Under Armour Europe. Back-to-back wins that felt like a lightning bolt. It wasn’t just about the logos, it was what those wins meant. Months of graft, late nights, and relentless belief had finally paid off. We weren’t just playing anymore; we were proving we could compete at the top.

The lesson? Preparation and energy. Quiet, hard work sets the stage, but clients buy your belief. If you’re buzzing, they feel it. That’s what turns a “maybe” into a “yes.” Those wins were game-changers, and they proved we were ready for what came next.

��������> What was the best piece of advice you got early on?

Patrick> “Just say it.”

It wasn’t even aimed at me, but damn, it stuck. Because in our world, we dance around ideas, sugar-coat feedback, and couch the bold truth in disclaimers. Real breakthroughs don’t come from politeness. They come from saying what needs to be said, in the moment. That’s when sparks fly, walls come down, and truly game-changing ideas see daylight. So ‘just say it’. It’s the simplest, bravest way to blast through the noise and do work that actually matters. 

The Worst Advice I Got: “Stay in Your Lane”

That one still makes my blood boil. It’s the kind of old-school, top-down nonsense that kills creativity stone dead. “Stay in your lane” is just another way of saying “one person’s the genius, everyone else: back off.” That’s not how great work gets made. Brilliance isn’t about silos; it’s a full-contact, collective effort. The best ideas come from everyone leaning in, and not holding back. Being told to “stay in my lane” was the quickest way to make me swerve right out of that culture and agency, and I’ve never looked back.

��������> How has the business of ‘selling’ in the creative industry changed since you started?

Patrick> The biggest shift? We’re all on the same team now, whether we realise it or not. The hotshot account manager you mentored last year is suddenly on the brand side, signing off on your budget. That scrappy social media exec you met at a conference a few years back? Now they’re the CMO calling the shots. Talent flows between agencies and clients at lightning speed, so the old “us vs. them” approach just doesn’t fly.

Today’s best marketers must be relentlessly collaborative. They want real partnership, not a once-a-year pitch parade. It means we’re constantly evolving, adjusting our approach, speaking their language, and flexing our process. If you’re still pushing outdated sales and pitch scripts, you’ll fall behind. The best agencies get it: it’s about building relationships that can pivot and grow alongside this new breed of client. If you’re not ready for that, you’re already obsolete.

��������> Can anyone be taught to sell or do new business, or does it suit a certain personality?

Patrick> Honestly, it goes way beyond a process and knowledge. Sure, you can memorise frameworks and hammer out a tried-and-tested pitch flow. But the real magic? It’s being able to break down any conversation, cut through the corporate jargon, and turn it into a genuine, human exchange.

That’s where emotional intelligence meets a solid dose of skill and it’s where “sales” transform from a transaction into an honest conversation. It’s not about forcing anything; it’s about understanding someone’s vision and showing them how your ideas can help bring it to life. I'm not sure you can teach that to everyone.

��������> Thoughts on pitching?

Patrick> Honestly, I think the whole thing could do with a reset. I’ve heard people say actors don’t have to audition once they’ve won an Oscar. Makes sense. And I think this can be applied to the very very very best agencies. On another note, when we’re hiring talent, HR always warns that a slow, dragged-out process is the quickest way to lose great candidates. The same is true for agency pitches.

If your pitch process is bloated and bureaucratic, guess what? As a client, you’re setting the tone for the relationship and you’ll likely get the same back from the agency in terms of service. You get what you give. Keep it sharp, confident, and purposeful, and you’ll inspire the same in return.

A pitch should be a mutual interview, not an endless dance. If you’re a client looking to invest in creative thinking, you don’t need 37 rounds of feedback to spot who “gets” your brand. And if you’re an agency with a killer offering, you don’t want to water down your ideas in a marathon slog.

That’s why I love Mother’s “Pitch it Forward” initiative. It’s basically a quick audition. A simple, two-way conversation that respects everyone’s time and makes it clear from the jump whether there’s real chemistry. No overcooked theatrics or free spec work. Just a fast, honest dialogue where both sides can say, “Yes, this feels right” or “No, let’s move on. The best part is that the saved time and sunk costs avoiding the pitch gets repurposed on purposeful projects. What better way to build mutual respect and chemistry?

At the end of the day, the best client work and relationships are built on trust and shared values. You can usually tell if that’s on the cards within the first meeting or two. Drawing it out rarely changes the outcome. So let’s drop the convoluted pitches, trade them for a tighter, more confident process, and spend less time filling in boxes and more time doing meaningful work together. That’s the real win.

��������> How do you tailor your selling approach depending on who you’re approaching?

Patrick> Start by figuring out who they really are. Not just the job title, but the person behind the desk. We’re all human. It’s about listening, uncovering what drives them, what their ambitions are, and where their pain points lie. Once you get that, you speak their language: drop the fluff, and focus on what actually matters. Because that’s how you shift from “trying to sell something” to actually helping, and that’s when you really earn trust.

��������> How do you stay motivated when you hear “no” a lot?

Patrick> Rejection’s just part of the game. You can’t control when a client’s ready to buy in, but you can control how you show up. For us, it’s about living and breathing our “Never Settle” mantra. Pi doesn’t repeat itself; it’s always moving forward, never stagnant, and that’s exactly how we operate.

We stay sharp, curious, and constantly ahead of what’s coming next. That’s the trick to turning a “No” into something better… “Oh, that’s interesting.” And honestly, I’ll take that spark of interest over a safe, boring “yes” any day. It’s about staying restless and relentless, no matter what.

��������> Does the blurred line between personal and professional relationships make selling easier or more difficult?

Patrick> Personal relationships are great, but they’re not the point. Clients don’t show up to be your friend. They’re there because they need solutions, and your job is to prove you’re the one who can deliver. Trust, value, and results always come first. If you can’t nail that, it doesn’t matter how many drinks you’ve shared.

That said, when you do get the work right, the relationship can grow into something deeper, more collaborative, more supportive, and yes, even personal. But that’s the cherry on top, not the cake itself. Start with trust, lead with value, and let the rest evolve naturally.

��������> What’s the key to closing a deal?

Patrick> Energy and belief. Clients don’t just buy ideas; they buy the energy behind them. When they see you’re passionate, that you believe in the work and its potential to change their world, it’s contagious. But belief alone doesn’t cut it, you need clarity. They need to leave that room knowing exactly what you’re bringing to the table, how it solves their problem, and why you’re the only ones who can do it.

Be confident, be sharp, and back your vision. That’s how you take them from interested to all-in.

��������> How important is cultural understanding when selling internationally?

Patrick> It’s everything. Selling (I hate that word) isn’t just about what you say, it’s about understanding how people work, what they value, and what makes them tick. That’s where cultural nuance comes in. Being based in Amsterdam gives us a massive advantage. This city is a melting pot of talent from every corner of the world, and because of that, working internationally becomes a muscle memory. It’s not a stretch, as it’s just how we think and work every day. The end.

Our 100% international team doesn’t just get the nuances; they’ve lived them. They understand how to build trust in China, France, the UAE, Berlin, New York, the Netherlands, the UK, the US and beyond… which is where our clients came from last year. 

��������> How is technology changing sales and new business?

Patrick> Technology’s made it easier to track, manage, and scale, sure. CRMs, data dashboards, AI-driven insights and content creation. They’re all brilliant for efficiency and getting a bit of extra engagement.

The danger is leaning on tech too much, turning relationships into algorithms and treating people like data points. The best new business doesn’t come from a spreadsheet; it comes from showing up with energy, clarity, and a genuine understanding of the people across the table. Tech’s just the tool. You’re the difference.

��������> Any advice for non-sales folks suddenly expected to sell or win new business?

Patrick> Forget everything you think new business is. It’s not about being pushy or perfect, it’s about being real. If you’ve been asked to win new business, it’s because someone believes in you, so start by believing in yourself. And don’t try to be someone you’re not. The best new business people don’t sell. They connect. They inspire. If you bring your authentic energy to the table, people will respond. Because at the end of the day, people don’t buy from strangers, they buy from humans they trust. Be one of those.