Sims, Michael Agency Account Handling Avoiding Blood, Sweat and Tears
1. Edition - May 2004 51.90 Euro 2004. 204 Pages, Hardcover - Practical Approach Book - ISBN-10: 0-470-87159-8 ISBN-13: 978-0-470-87159-1 - John Wiley & Sons
Short description This book provides marketing, advertising, and branding professionals with the ultimate guide on how to handle a new account and how to successfully keep existing accounts. It is a practical handbook that lays out guidelines, tips, and techniques for professionals looking to keep their clients happy.
From the contents PREFACE.
1. CHOOSING AN AGENCY.
Preparing for the Search as a Candidate.
Why Do You Want to Leave?
What Do You Enjoy/Dislike about Your Job?
What Sort of Person Are You at Work?
What Sort of People Do/Don't You Get on With?
What Do You Think of Your Current Agency Culture and Style?
Where Do You Want to Be in Five Years' Time?
What Position Are You Looking For?
How Have You Made a Difference in Your Current Job?
What Type of Agency Environment Are You Looking For?
How to Work with a Recruitment Consultant.
As an Employer.
As a Candidate.
How to Prepare Yourself Mentally and Physically for the Interview.
Before the Interview.
During the Interview.
After the Interview.
How Agencies Could Improve Their Interview Process.
Before the Interview.
The Interview.
Unacceptable Questions.
Selecting a Candidate.
Making an Offer.
Selecting an Agency.
2. STARTING TO WORK WITH A NEW CLIENT TEAM.
How the Agency Can Ease the Induction Process.
Not so Unusual First-Day Howlers.
Starting off on the Right Foot.
Doing Homework on Your New Client(s).
Your First Few Weeks.
Getting Organized.
How You Can Help Your Team and Clients to Work with You Better.
3. THE DAY-TO-DAY RELATIONSHIP.
What Clients Want 44
Managing the Client Relationship during Campaigns.
Producing an Effective Creative Briefing.
Creative Presentations to Clients.
Managing Problems with a Creative Concept.
Moving Concepts Effectively to Campaign Execution.
Effective Campaign Communication with Internal Departments and Clients.
Working with the Creative Product.
4. CLIENT SATISFACTION.
The Value of Focusing on Client Satisfaction.
Customer Orientation.
Instituting a Satisfaction Review Process.
Improving Satisfaction through Performance.
5. MASTERING THE MOMENT.
Managing Difficult Situations.
Exploiting Excellent Situations.
Extending the Honeymoon Period.
Extending the Success of a Campaign.
Improving Your Presentations.
Getting Involved in Pitches.
6. LOOKING AFTER YOURSELF.
Being the Master of Your Own Destiny.
Setting Your Own Goals.
Enhancing Your Performance Appraisal Process.
How an Agency Can Maximize Personal Career Development.
7. TAKING CARE OF THE FINANCES.
The Principles of Running Campaigns Cost-Effectively.
