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The Art of Client Service


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Table of Contents

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

About the Author

ROBERT SOLOMON is the world's leading authority on how to improve creative work by forging and sustaining trust-based relationships with clients. Robert runs Solomon Strategic, a firm he founded in 1999 to provide marketing counsel to advertising agencies, client companies, and individual marketing professionals. Trained as a direct marketer who embraced Digital early on, Robert is known for his expertise as a brand strategist and new business developer. He is an expert speaker and workshop leader who also is certified as an organizational and executive coach, particularly skilled in job search. Robert has handled a wide range of consulting assignments, in both offline and online media, for more than a score of clients, including Ammirati Puris Lintas, Blitz, BoomBox, Brandmuscle, Chase Insurance, Cognitive Arts, Conde Nast, Digitas Health Lifebrands, Deep Focus, Draft Worldwide, Ferrara & Company, Initiative Media North America, PALAZZO | Investment Bankers, PCR, Procurian, R/GA, Saatchi & Saatchi X, Sotheby's, and Womenkind. Robert previously was President of Direct and Interactive Marketing at Ammirati Puris Lintas, General Manager of FCB Direct West, and Senior Vice President of Bronner Slosberg Humphrey (now Digitas). Robert lives in Napa, California with his wife Roberta, and with the world's best dogs, Alvin and Molly.

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