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The Art of Client Service : The Classic Guide, Updated for Today's Marketers and Advertisers - Robert Solomon

The Art of Client Service

The Classic Guide, Updated for Today's Marketers and Advertisers

By: Robert Solomon, Ian Schafer (Foreword by)

Hardcover Published: 25th March 2016
ISBN: 9781119227823
Number Of Pages: 288

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In a letter to the author, advertising agency Ogilvy & Mather’s Chair and CEO emeritus Shelly Lazarus said, “The book is terrific.  It’s an easy read, and I agree with every word.”

Danny Meyer, legendary restaurateur and CEO of the Union Square Hospitality Group, described the book as providing, “sensible, timeless advice for distinguishing your brand through generosity of spirit.”

This book outlines how to build better client relationships and work smarter with colleagues. It transforms what is viewed as an elusive, even ephemeral pursuit, not easily characterized by a precise skill set or inventory of responsibilities, into something definable and actionable, governed by a precise checklist of things designed to help guide work.

The new version begins with a synthesis discussions the author has had with a wide range of advertising and marketing people about “what’s wrong with advertising,” setting up the material to follow.  It ends with a provocative question, “Is account management dead,” that the author counters in convincing fashion.  In between there is practical, accessible content designed to help people get better at what they do.

FOREWORD xix

INTRODUCTION xxiii

CHAPTER 1 What Makes Great Client Service? 1

PART ONE How to Be Great with Clients

CHAPTER 2 Account Management’s Role 9

CHAPTER 3 Achieving the Next Level 13

CHAPTER 4 Transforming a Career into a Calling 15

PART TWO Winning New Business for Your Agency

CHAPTER 5 New Business: What It Is,Why It Is Important, and Why You Should Give a Damn 19

CHAPTER 6 How to Contribute Before, During, and After Pitch Day 25

CHAPTER 7 Getting to Yes 41

PART THREE Beginning a Client Relationship

CHAPTER 8 In a High TechWorld, Be Low Tech 47

CHAPTER 9 What Success Looks Like 51

CHAPTER 10 Always Manage Client Expectations from the Outset 53

CHAPTER 11 Be Multilingual 57

CHAPTER 12 Live the Client’s Brand 59

CHAPTER 13 Ask, “What Do My Colleagues Need to Create Great Advertising?” Then Deliver It 61

PART FOUR How To…

CHAPTER 14 Run a Meeting 65

CHAPTER 15 Brief a Colleague 71

CHAPTER 16 Write a Conference Report 73

CHAPTER 17 Perfect the Perfect Scope of Work 77

CHAPTER 18 Craft That Schedule You Need to Create 89

CHAPTER 19 Build a Better Budget 93

CHAPTER 20 Draft a Letter of Proposal 101

CHAPTER 21 Create a PowerPoint Presentation 111

PART FIVE Formulating the Brief That Drives Great Creative

CHAPTER 22 Take the Word Brief Seriously 119

CHAPTER 23 What Makes a Brilliant Brief? 125

CHAPTER 24 In Writing the Brief, Provide the Client’s Perspective 133

CHAPTER 25 Know When to Look It Up; Know When to Make It Up 139

PART SIX Establishing Trust with Clients

CHAPTER 26 Great Work Wins Business; a Great Relationship Keeps It 143

CHAPTER 27 Client Presentations Are as Important as New Business Presentations 145

CHAPTER 28 Always Ask, “Does This Advertising Pass the ‘So What’ Test?” 149

CHAPTER 29 Don’t Fall in Love with GoodWork; Don’t Fall for Bad Work 151

CHAPTER 30 Choice Is Good 155

CHAPTER 31 Fight About the Work with Colleagues; Fight for It with Clients 157

CHAPTER 32 Do Not Sell 161

CHAPTER 33 Bring Your Clients into the Process Early and Often 163

CHAPTER 34 Respect What It Takes to Do Great Creative 165

CHAPTER 35 Credit Is for Creative Directors 169

CHAPTER 36 We Are Smarter Together Than We Are Alone 171

CHAPTER 37 Judgment Overrides Any Rule 173

CHAPTER 38 Ideas Are the Currency We Trade in 175

PART SEVEN Building Long-Term Client Relationships

CHAPTER 39 Make No Commitment without Consultation 193

CHAPTER 40 Take on the Coloration of Your Clients; Do Not Compromise Your Character 197

CHAPTER 41 Never Forget It’s a Business 199

CHAPTER 42 Once a Client, Always a Client 201

CHAPTER 43 Going Rogue 203

PART EIGHT How to Deal with Unhappy Clients

CHAPTER 44 Always Think Endgame 207

CHAPTER 45 No Surprises about Money or Time 209

CHAPTER 46 Deal with Problems Head-On 211

CHAPTER 47 If Things GoWrong, Take the Blame 213

CHAPTER 48 What Happens When I Screw Up? 215

CHAPTER 49 Getting Fired 219

PART NINE Regaining Client Trust

CHAPTER 50 How Happy Clients Help You Gain New Ones 223

CHAPTER 51 Five Client Challenges to Agencies 225

CHAPTER 52 Five Client Service Principles to Believe In 233

ACKNOWLEDGMENTS: REMEMBER TO SAY “THANK YOU” 243

POSTSCRIPT 245

A BUNCH OF BOOKS TO MAKE YOU BETTER AT WHAT YOU DO 249

ABOUT THE AUTHOR 253

INDEX 255

ISBN: 9781119227823
ISBN-10: 1119227828
Audience: General
Format: Hardcover
Language: English
Number Of Pages: 288
Published: 25th March 2016
Publisher: John Wiley & Sons Inc
Country of Publication: US
Dimensions (cm): 22.0 x 15.0  x 2.5
Weight (kg): 0.41
Edition Number: 3
Edition Type: Revised