Art of Client Service 54 Things Every Advertising and Marketing Professional Should Know

ISBN-10: 079316799X

ISBN-13: 9780793167999

Edition: 2003

Authors: Robert Solomon

List price: $19.95
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Description:

Fill the Empty Suit (or take it off completely!) This is a book ofSimple Strategies For Providing Outstanding Service to Advertising Clients. Account executives, and anyone else who deals with clients, will find themselves flinching, laughing, and committing to memory this sound advice, presented through real-life stories of satisfying success and embarrassing failure along the total spectrum of client service.
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Book details

List price: $19.95
Copyright year: 2003
Publisher: Kaplan Publishing
Publication date: 4/25/2003
Binding: Hardcover
Pages: 192
Size: 5.25" wide x 7.50" long x 0.75" tall
Weight: 0.638
Language: English

Forewordp. xi
Introductionp. xiii
The Work
At the start of an assignment ...
Define Successp. 4
Be Multilingualp. 7
Live the Client's Brandp. 9
Agree on a Strategy, a Budget, and a Schedulep. 12
Always Manage Client Expectations from the Outsetp. 17
Take the Word Brief Seriouslyp. 21
Know When to Look It Up; Know When to Make It Upp. 26
Make the Creative Team Partners in the Briefp. 28
In Writing the Brief, Provide the Client's Perspectivep. 30
Get the Client's Input and Approval on the Briefp. 33
Ask, "What Do My Colleagues Need to Create Great Advertising?" Then Deliver Itp. 36
Looking at creative ...
Always Ask, "Does This Advertising Pass the 'So What' Test?"p. 39
Don't Fall in Love with Good Workp. 40
Don't Fall for Bad Workp. 43
Choice Is Goodp. 45
Fight about the Work with Colleagues, Fight for It with Clientsp. 48
Do Not Sellp. 51
Bring Your Clients into the Process Earlyp. 53
Respect What It Takes to Do Great Creativep. 55
Making presentations ...
Client Presentations Are As Important As New Business Presentationsp. 60
No Understudies on Presentation Dayp. 63
No Scenery Chewers, No Dead Bodiesp. 66
Be Prepared to Throw Away the Scriptp. 68
The More Informal You Want to Be, the More Rehearsed You Need to Bep. 70
Know Your Opening Coldp. 72
Better to Have It and Not Need It, Than Need It and Not Have Itp. 74
Support What You Sayp. 76
Listening Is More Important Than Talkingp. 78
Running a meeting ...
Start on Time, End on Timep. 81
Have an Agenda and Stick to It (Most of the Time)p. 83
Be Brief, Be Bright, Be Gonep. 85
Lead the Meeting, Don't Tyrannize Itp. 86
Always Follow Upp. 88
Relationships
Attitude
Judgment Overrides Any Rulep. 94
Credit Is for Creative Directorsp. 96
You Cannot Lead an Account from Your Deskp. 98
Avoid the Dark Sidep. 100
Great Work Wins Business; a Great Relationship Keeps Itp. 102
We Are Smarter Together Than We Are Alonep. 105
Communication
Make No Commitment without Consultationp. 108
There Is No No in Your Client Vocabularyp. 112
Before You Tell Clients or Colleagues What You Think, Tell Them What You Knowp. 114
Before You Give Clients What They Need, First Give Them What They Wantp. 115
Trouble
Always Think Endgamep. 118
No Surprises about Money or Timep. 120
Deal with Trouble Head-Onp. 123
If Things Go Wrong, Take the Blamep. 125
Socializing
Remember the Personal Side of Business Relationshipsp. 128
Take On the Coloration of Your Clients, But Do Not Compromise Your Characterp. 133
No Matter How Social It Becomes, Never Forget That it's Businessp. 135
Once a Client, Always a Clientp. 137
Style and Substance
Make an Investment in Your Personal Stylep. 141
Invest Some Time in These Booksp. 145
One more thing ...
Remember to Say "Thank You"p. 153
Afterword: What Makes a Great Account Person?p. 157
Indexp. 165
Table of Contents provided by Ingram. All Rights Reserved.
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