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The Art of Client Service, Revised and Updated Edition: 58 Things Every Advertising and Marketing Professional Should Know » (REV)

Book cover image of The Art of Client Service, Revised and Updated Edition: 58 Things Every Advertising and Marketing Professional Should Know by Robert Solomon

Authors: Robert Solomon, David Verklin
ISBN-13: 9781427796714, ISBN-10: 1427796718
Format: Hardcover
Publisher: Kaplan Publishing
Date Published: January 2008
Edition: REV

Author Biography: Robert Solomon

Robert Solomon is one of America’s most knowledgeable and respected client service executives. A frequent speaker on account management, Robert runs Solomon Strategic, a firm he founded in 1999 to provide marketing counsel and executive coaching to advertising agencies, client companies, and individual marketing professionals. He has a long-standing affiliation with Gardner Nelson & Partners, where he helps create effective integrated advertising/direct/interactive campaigns. Robert previously was CEO of Rapp Collins New York, President of Direct and Interactive Marketing at Ammirati Puris Lintas, Managing Director of FCB Direct West, and Senior Vice President at Bronner Slosberg Associates (now Digitas). You can reach Robert at robert@solomonstrategic.com.

Book Synopsis

Solomon, president and CEO of the New York office of a marketing firm, recounts both successes and failures from his 20 years of ad agency experience and uses them to formulate 54 tips on getting assignments, creating advertising, making presentations, running meetings, communication, dealing with trouble, business socializing, and personal style. The book is 5.25x7.75". Annotation ©2003 Book News, Inc., Portland, OR

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

Subjects

Business Books

Marketing & Sales

Advertisting
Business Books

Marketing & Sales

Customer Service
Business Books

Marketing & Sales

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Category Books

The Art of Client Service, Revised and Updated Edition: 58 Things Every Advertising and Marketing Professional Should Know » (REV)

Author Biography: Robert Solomon

Book Synopsis

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