| Foreword |
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xix | |
| Introduction |
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xxiii | |
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Chapter 1 What Makes Great Client Service? |
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1 | (8) |
| Part One How to Be Great with Clients |
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Chapter 2 Account Management's Role |
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9 | (4) |
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Chapter 3 Achieving the Next Level |
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13 | (2) |
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Chapter 4 Transforming a Career into a Calling |
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15 | (4) |
| Part Two Winning New Business for Your Agency |
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Chapter 5 New Business: What It Is, Why It Is Important, and Why You Should Give a Damn |
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19 | (6) |
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Chapter 6 How to Contribute Before, During, and After Pitch Day |
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25 | (16) |
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41 | (6) |
| Part Three Beginning a Client Relationship |
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Chapter 8 In a High Tech World, Be Low Tech |
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47 | (4) |
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Chapter 9 What Success Looks Like |
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51 | (2) |
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Chapter 10 Always Manage Client Expectations from the Outset |
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53 | (4) |
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Chapter 11 Be Multilingual |
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57 | (2) |
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Chapter 12 Live the Client's Brand |
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59 | (2) |
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Chapter 13 Ask, "What Do My Colleagues Need to Create Great Advertising?" Then Deliver It |
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61 | (4) |
| Part Four How To... |
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65 | (6) |
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Chapter 15 Brief a Colleague |
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71 | (2) |
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Chapter 16 Write a Conference Report |
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73 | (4) |
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Chapter 17 Perfect the Perfect Scope of Work |
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77 | (12) |
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Chapter 18 Craft That Schedule You Need to Create |
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89 | (4) |
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Chapter 19 Build a Better Budget |
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93 | (8) |
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Chapter 20 Draft a Letter of Proposal |
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101 | (10) |
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Chapter 21 Create a PowerPoint Presentation |
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111 | (8) |
| Part Five Formulating the Brief That Drives Great Creative |
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Chapter 22 Take the Word Brief Seriously |
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119 | (6) |
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Chapter 23 What Makes a Brilliant Brief? |
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125 | (8) |
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Chapter 24 In Writing the Brief, Provide the Client's Perspective |
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133 | (6) |
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Chapter 25 Know When to Look It Up; Know When to Make It Up |
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139 | (4) |
| Part Six Establishing Trust with Clients |
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Chapter 26 Great Work Wins Business; a Great Relationship Keeps It |
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143 | (2) |
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Chapter 27 Client Presentations Are as Important as New Business Presentations |
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145 | (4) |
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Chapter 28 Always Ask, "Does This Advertising Pass the 'So What' Test?" |
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149 | (2) |
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Chapter 29 Don't Fall in Love with Good Work; Don't Fall for Bad Work |
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151 | (4) |
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Chapter 30 Choice Is Good |
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155 | (2) |
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Chapter 31 Fight About the Work with Colleagues; Fight for It with Clients |
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157 | (4) |
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161 | (2) |
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Chapter 33 Bring Your Clients into the Process Early and Often |
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163 | (2) |
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Chapter 34 Respect What It Takes to Do Great Creative |
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165 | (4) |
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Chapter 35 Credit Is for Creative Directors |
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169 | (2) |
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Chapter 36 We Are Smarter Together Than We Are Alone |
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171 | (2) |
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Chapter 37 Judgment Overrides Any Rule |
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173 | (2) |
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Chapter 38 Ideas Are the Currency We Trade in |
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175 | (18) |
| Part Seven Building Long-Term Client Relationships |
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Chapter 39 Make No Commitment without Consultation |
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193 | (4) |
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Chapter 40 Take on the Coloration of Your Clients; Do Not Compromise Your Character |
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197 | (2) |
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Chapter 41 Never Forget It's a Business |
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199 | (2) |
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Chapter 42 Once a Client, Always a Client |
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201 | (2) |
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203 | (4) |
| Part Eight How to Deal with Unhappy Clients |
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Chapter 44 Always Think Endgame |
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207 | (2) |
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Chapter 45 No Surprises about Money or Time |
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209 | (2) |
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Chapter 46 Deal with Problems Head-On |
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211 | (2) |
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Chapter 47 If Things Go Wrong, Take the Blame |
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213 | (2) |
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Chapter 48 What Happens When I Screw Up? |
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215 | (4) |
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219 | (4) |
| Part Nine Regaining Client Trust |
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Chapter 50 How Happy Clients Help You Gain New Ones |
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223 | (2) |
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Chapter 51 Five Client Challenges to Agencies |
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225 | (8) |
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Chapter 52 Five Client Service Principles to Believe In |
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233 | (10) |
| Acknowledgments: Remember To Say "Thank You" |
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243 | (2) |
| Postscript |
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245 | (4) |
| A Bunch Of Books To Make You Better At What You Do |
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249 | (4) |
| About The Author |
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253 | (2) |
| Index |
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255 | |
