By Michael Sims
This publication presents advertising, ads, and branding pros with the final word consultant on tips to deal with a brand new account and the way to effectively hold latest debts. it's a useful guide that lays out directions, information, and methods for professionals looking to maintain their consumers chuffed.
Read or Download Agency Account Handling: Avoiding Blood, Sweat and Tears PDF
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Extra resources for Agency Account Handling: Avoiding Blood, Sweat and Tears
So all the good intentions of preparation go out of the window. But remember, the pressure is on. So you still need to prepare and it can be quite effortless. Doing Homework on Your New Client(s) There are some quick, low-involvement devices to allow you to have an informed conversation in your ﬁrst week: ž ž First of all, understand exactly what activity is undertaken for which part of the client company and which other agencies work with the client (this should have been gleaned from the interview, but a phone call to your prospective boss will clarify this).
Then with this in mind, we will look at how teams and partnerships can be built and how they function effectively. 44 THE DAY-TO-DAY RELATIONSHIP ............................................................................................................ WHAT CLIENTS WANT If you ask any two contacts from the same client company what they are looking for in an agency, you will get different answers. Similarly, two different companies competing in the same sector may have different requirements. I am sure that initially the global marketing director of IBM would say something different from a managing director of a ﬂedgling dot-com company.
THE DAY-TO-DAY RELATIONSHIP CHAPTER 3 ........................ THE DAY-TO-DAY RELATIONSHIP In this chapter you will learn about: ž What clients want. ž Managing the client relationship during campaigns. ž Producing an effective creative brieﬁng. ž Creative presentations to clients. ž Managing problems with a creative concept. ž Moving concepts effectively to campaign execution. ž Effective campaign communication with internal departments and clients. ž Working with the creative product. I n this chapter we will look at the underlying principles of how to service a client effectively.