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 Tech World, Be Low Tech
47
CHAPTER 9
What Success Looks Like
49
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 Good Work; 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 Go Wrong, 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
