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| Foreword | |
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| Before You Start: And then I got fired... | |
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| Introduction | |
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| Does Advertising Matter? | |
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| Why Client Service Matters | |
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| The Work | |
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| At the start of an assignment... | |
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| Define Success | |
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| Be Multilingual | |
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| Live the Client's Brand | |
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| Agree on a Strategy, a Budget, and a Schedule | |
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| Always Manage Client Expectations from the Outset | |
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| Take the Word Brief Seriously | |
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| Know When to Look It Up; Know When to Make It Up | |
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| Make the Creative Team Partners in the Brief | |
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| In Writing the Brief, Provide the Client's Perspective | |
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| Get the Client's Input and Approval on the Brief | |
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| Ask, "What Do My Colleagues Need to Create Great Advertising?" Then Deliver It | |
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| Looking at creative... | |
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| Always Ask, "Does This Advertising Pass the 'So What' Test?" | |
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| Don't Fall in Love with Good Work | |
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| Don't Fall for Bad Work | |
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| Choice Is Good | |
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| Fight about the Work with Colleagues, Fight for It with Clients | |
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| Do Not Sell | |
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| Bring Your Clients into the Process Early | |
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| Respect What It Takes to Do Great Creative | |
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| Making presentations... | |
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| Client Presentations Are As Important As New Business Presentations | |
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| No Understudies on Presentation Day | |
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| No Scenery Chewers, No Dead Bodies | |
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| Be Prepared to Throw Away the Script | |
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| The More Informal You Want to Be, the More Rehearsed You Need to Be | |
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| Know Your Opening Cold | |
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| Better to Have It and Not Need It, Than Need It and Not Have It | |
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| Support What You Say | |
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| Listening Is More Important Than Talking | |
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| Running a meeting... | |
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| Start on Time, End on Time | |
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| Have an Agenda and Stick to It (Most of the Time) | |
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| Be Brief, Be Bright, Be Gone | |
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| Lead the Meeting, Don't Tyrannize It | |
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| Always Follow Up | |
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| Relationships | |
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| Attitude | |
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| Judgment Overrides Any Rule | |
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| Credit Is for Creative Directors | |
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| You Cannot Lead an Account from Your Desk | |
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| Avoid the Dark Side | |
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| Great Work Wins Business; a Great Relationship Keeps It | |
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| We Are Smarter Together Than We Are Alone | |
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| Communication | |
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| Make No Commitment without Consultation | |
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| There Is No No in Your Client Vocabulary | |
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| Before You Tell Clients or Colleagues What You Think, Tell Them What You Know | |
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| Before You Give Clients What They Need, First Give Them What They Want | |
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| How to Write a Letter of Proposal | |
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| The Zen of PowerPoint | |
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| In a High-Tech World, Be Low-Tech | |
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| Trouble | |
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| Always Think Endgame | |
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| No Surprises about Money or Time | |
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| Deal with Trouble Head-On | |
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| If Things Go Wrong, Take the Blame | |
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| What Happens When I Screw Up? | |
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| Socializing | |
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| Remember the Personal Side of Business Relationships | |
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| Take On the Coloration of Your Clients, But Do Not Compromise Your Character | |
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| Mo Matter How Social It Becomes, Never Forget That It's Business | |
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| Once a Client, Always a Client | |
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| Style and Substance | |
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| Make an Investment in Your Personal Style | |
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| Invest Some Time (Again) in These Books | |
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| One more thing... | |
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| Remember to Say "Thank You" | |
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| After You're Done: What Makes a Great Account Person? | |
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| Index | |