Reaching out to an agency cold can feel like shouting into the void. But with the right approach, it does not have to be that way.

This question was answered by Dan Ingham, an industry leader in the creative sector with direct experience receiving cold outreach from aspiring creatives; Tammi Miller, a mental health expert who brings a behavioural perspective to how we connect and communicate in professional settings; and Andy Wright, host of Asking For A Friend on Never Not Creative, who guided the conversation.

Find the genuine angle before you write a word

Dan's first piece of advice is to ask yourself what you actually want from the person you are reaching out to. Is it their perspective on your portfolio? An insight into a project they have worked on? Knowing your reason makes the message feel intentional rather than opportunistic. Nobody wants to be on the receiving end of a spray-and-pray approach, and most people can smell a copy-paste email from a mile off.

Keep the ask small and the offer specific

Both Dan and Tammi agree that asking for a coffee is a smart move, precisely because it is low stakes and easy to say yes to. Tammi takes it a step further: be specific with the logistics. Offer to go to them, name a nearby cafe, and make clear the shout is yours. That level of specificity signals confidence and consideration, two things that make a strong first impression.

Rethink whether email is even the right channel

Dan raises an important point about email inboxes: things get lost. LinkedIn, on the other hand, is where agency people already are, and a thoughtful DM there feels expected rather than intrusive. Pay attention to whether someone is active on the platform before reaching out. If they post regularly about their work or industry, they are far more likely to reply.

Flattery, done honestly, goes a long way

Tammi reminds us not to underestimate genuine flattery. Showing that you have paid attention to someone's work, and telling them so clearly, creates a human connection that a list of skills simply cannot. Skills can be taught. Hustle and authentic interest are much harder to manufacture, and that is what most agency leaders are really looking for.

The cold email does not have to be cold at all. Treat it like a comms brief: know your audience, make it relevant, and give them a reason to respond.