| Foreword | p. xi |
| Introduction | p. xiii |
| The Work | |
| At the start of an assignment ... | |
| Define Success | p. 4 |
| Be Multilingual | p. 7 |
| Live the Client's Brand | p. 9 |
| Agree on a Strategy, a Budget, and a Schedule | p. 12 |
| Always Manage Client Expectations from the Outset | p. 17 |
| Take the Word Brief Seriously | p. 21 |
| Know When to Look It Up; Know When to Make It Up | p. 26 |
| Make the Creative Team Partners in the Brief | p. 28 |
| In Writing the Brief, Provide the Client's Perspective | p. 30 |
| Get the Client's Input and Approval on the Brief | p. 33 |
| Ask, "What Do My Colleagues Need to Create Great Advertising?" Then Deliver It | p. 36 |
| Looking at creative ... | |
| Always Ask, "Does This Advertising Pass the 'So What' Test?" | p. 39 |
| Don't Fall in Love with Good Work | p. 40 |
| Don't Fall for Bad Work | p. 43 |
| Choice Is Good | p. 45 |
| Fight about the Work with Colleagues, Fight for It with Clients | p. 48 |
| Do Not Sell | p. 51 |
| Bring Your Clients into the Process Early | p. 53 |
| Respect What It Takes to Do Great Creative | p. 55 |
| Making presentations ... | |
| Client Presentations Are As Important As New Business Presentations | p. 60 |
| No Understudies on Presentation Day | p. 63 |
| No Scenery Chewers, No Dead Bodies | p. 66 |
| Be Prepared to Throw Away the Script | p. 68 |
| The More Informal You Want to Be, the More Rehearsed You Need to Be | p. 70 |
| Know Your Opening Cold | p. 72 |
| Better to Have It and Not Need It, Than Need It and Not Have It | p. 74 |
| Support What You Say | p. 76 |
| Listening Is More Important Than Talking | p. 78 |
| Running a meeting ... | |
| Start on Time, End on Time | p. 81 |
| Have an Agenda and Stick to It (Most of the Time) | p. 83 |
| Be Brief, Be Bright, Be Gone | p. 85 |
| Lead the Meeting, Don't Tyrannize It | p. 86 |
| Always Follow Up | p. 88 |
| Relationships | |
| Attitude | |
| Judgment Overrides Any Rule | p. 94 |
| Credit Is for Creative Directors | p. 96 |
| You Cannot Lead an Account from Your Desk | p. 98 |
| Avoid the Dark Side | p. 100 |
| Great Work Wins Business; a Great Relationship Keeps It | p. 102 |
| We Are Smarter Together Than We Are Alone | p. 105 |
| Communication | |
| Make No Commitment without Consultation | p. 108 |
| There Is No No in Your Client Vocabulary | p. 112 |
| Before You Tell Clients or Colleagues What You Think, Tell Them What You Know | p. 114 |
| Before You Give Clients What They Need, First Give Them What They Want | p. 115 |
| Trouble | |
| Always Think Endgame | p. 118 |
| No Surprises about Money or Time | p. 120 |
| Deal with Trouble Head-On | p. 123 |
| If Things Go Wrong, Take the Blame | p. 125 |
| Socializing | |
| Remember the Personal Side of Business Relationships | p. 128 |
| Take On the Coloration of Your Clients, But Do Not Compromise Your Character | p. 133 |
| No Matter How Social It Becomes, Never Forget That it's Business | p. 135 |
| Once a Client, Always a Client | p. 137 |
| Style and Substance | |
| Make an Investment in Your Personal Style | p. 141 |
| Invest Some Time in These Books | p. 145 |
| One more thing ... | |
| Remember to Say "Thank You" | p. 153 |
| Afterword: What Makes a Great Account Person? | p. 157 |
| Index | p. 165 |
| Table of Contents provided by Ingram. All Rights Reserved. |