The New New Business: Jordan Smith Calls For Further Cooperation With Production Companies

Jordan Smith, head of new business at Mint Films, reflects on the past 12 months and opens up about what the year has taught him, from the highs of building strong relationships, to the challenges that come after a brief lands.

LBB> How has your approach to new business evolved over the past year?

Jordan> This is a little embarrassing to say, but enough time has passed to confess my sins.

When I first joined Mint, my approach was pretty simple, talk to everyone and share everything we’ve ever made. Looking back, I was just super eager to show off our best work, even if it wasn’t always relevant. I quickly realised that wasn’t the most effective way to build meaningful connections, so I started refining my approach.

Now, I focus on reaching out to creative teams and producers with work and directors that genuinely align with their agency’s clients, style, and tone. I’ve also been spending more time with our directors, understanding the kinds of projects they’re passionate about and the brands they’re eager to collaborate with.

Together, we’ve been developing some exciting initiatives to ensure we keep creating meaningful, passionate content. While the fundamentals of new business haven’t changed, the small adjustments I’ve made have led to big improvements. It’s not just impacted how we bring in new work, but also how we position who we are as Mint Films across the entire production process and it’s been really rewarding to see that evolve.

LBB> What’s the biggest lesson you’ve learned since writing last year’s piece?

Jordan> The biggest lesson I’ve learned over the past year is that when things go quiet, it’s not my fault. I used to put a lot of pressure on myself during slower periods, which started to spill into my personal life, working 10 to 12 hour days and pushing through burnout and fatigue. This wasn’t because that was the expectation from Mint, but because (here comes the soppiness) I’ve genuinely never had a better place to work than Mint Films, and I wanted nothing more than to impress and do well.

In business development, you’re taught to always keep the pipeline full and the work flowing, and while that’s a crucial part of the job, I’ve realised you simply can’t control everything. This past year has been challenging across the industry, and it’s taught me to ease up on myself, trust the process, and focus on building genuine relationships, even when the wins take a little longer to land.

LBB> How has the production landscape changed in the last 12 months?

Jordan> From my perspective at Mint, the production landscape has been busy and exciting, though not without its challenges. We are seeing a strong number of briefs compared to last year, bringing some incredibly fun and creative projects. We’ve had the opportunity to shoot some wild things, including a puppet sleep monster, a mockumentary based on this year’s election, and even a close-up of a severed thumb. It’s been diverse, challenging, and a lot of fun, and I’m hopeful this momentum continues into the next 12 months.

LBB> Have you noticed any shifts in how agencies or direct clients are approaching briefs and budgets?

Jordan> Absolutely. The biggest change has been around budgets versus expectations, which still seem to be on the decline. Twelve months ago, budgets were challenging but manageable. Now, we’re often seeing briefs that are far more extreme than the funds allocated. I completely understand that everyone wants to create incredible work, and we always strive to make challenging budgets work, but it’s important to be realistic.

I still believe agencies should engage production companies early in the process to understand what’s achievable before pitching an idea to a client. Once the creative is drafted, creatives and producers often already have a production company in mind to bring it to life. Having this conversation early helps avoid promising something to the client that can’t be executed, or delivering a campaign that doesn’t align with the original vision.

LBB> What types of work or styles have clients been gravitating toward recently?

Jordan> From the briefs we’ve seen, comedy and storytelling have definitely been the most popular. I’ve also noticed a rise in riskier comedy briefs that teeter on the edge of being absolutely incredible but also a little insane, the kind that makes you pause and think, “Can this actually get past CAD approval?” but this is exactly the kind of work we want to be seeing and creating more of.

Storytelling also seems to be on the rise. Brands and clients are looking to connect more deeply with their audiences by sharing real, authentic stories. They want content that goes beyond a single ad and instead creates a series of engaging moments that build a narrative over time.

LBB> What’s been the toughest part of new business in 2025 so far?

Jordan> For me, the toughest part hasn’t been the new business side itself, but the things that happen after a brief lands. This year, the biggest challenge has been the lack of communication and feedback once briefing calls are done or treatments are submitted. Big shout out to the legends who do stay engaged, it genuinely makes a difference.

I want people to know that we ask questions because we genuinely want to get it right, and we seek feedback to continue learning and improving. Often, feedback only comes once a job has been awarded, and sometimes not at all, and it can feel very general, such as “The client went in a different direction.” While we understand that happens, more detailed feedback would be incredibly valuable. More specific, honest feedback, like what landed, what didn’t, or what another director nailed, helps us learn, grow, and build stronger relationships. That’s all we are chasing.

LBB> How do you keep momentum and motivation during quieter periods?

Jordan> I actually find the quieter periods are when I’m most motivated from a business development perspective. It’s not that I slow down during the busy times, but the quieter stretches give me space to focus on what really needs attention, reconnect with people, and stay across what’s happening in the industry. My to-do list is always growing, and when things get hectic, it’s hard to give it the time it deserves.

LBB> What’s been your proudest new business win or highlight this past year?

Jordan> For me, it’s been all about the relationships, not only with clients and agencies, but with the incredible crews we get to work with. This response might sound like a cliché, but it’s true. Over the past year, I’ve loved meeting new people and hearing their stories whilst appreciating the smaller things like seeing everyone show up on set with energy and smiles, no matter the weather. There’s so much talent in this industry, and it’s the people (every single one of them) that make it such a rewarding space to be part of.

LBB> What trends or shifts do you think will define new business in production next year?

Jordan> With budgets continuing to tighten, I think we’ll see a shift in how much film and content brands are looking to produce. It may not be a dramatic change, but I expect brands to move toward a more streamlined model, focusing on one or two major campaigns for the year and running them throughout 2026, and possibly into 2027, rather than producing lots of shorter-term projects. From a new business perspective, this will create some challenges as opportunities become fewer, but from a production perspective, it should be positive, with budgets becoming more cohesive, realistic, and easier to make work.

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LBB> What advice would you give to anyone trying to break into new business in production today?

Jordan> DON’T DO IT!

Just kidding. My real advice is to focus on building genuine relationships first and foremost. Trust is everything, especially with people you haven’t worked with before. It might take time before opportunities come through, but when they do, make sure you knock their socks off. (Unless it’s a $5k budget for a seven-day shoot… then maybe run!) Work closely with your directors and really listen to them.

These incredibly talented people have strong passions and interests across different areas. Look for opportunities where their head and heart are fully invested because that’s when the work really shines. Finally, my last bit of advice is to enjoy the ride. The busy periods and the quiet ones alike. Both have something to teach you, and both are part of the journey.