Efnisyfirlit

• Title Page
• Copyright
• Dedication
• Foreword
• Introduction
  • “It Seems so Simple; Why is it so Hard?”
  • Chapter 1: What Makes Great Client Service?
• Part One: How to Be Great with Clients
  • Chapter 2: Account Management's Role
  • Chapter 3: Achieving the Next Level
  • Chapter 4: Transforming a Career into a Calling
• 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
  • Chapter 6: How to Contribute Before, During, and After Pitch Day
    • Pre-Pitch Prep
    • Presentation Timing
    • The Design of the Room Where You'll Be Presenting
    • Assessing Client Culture
    • Seating the Room
    • We Come Bearing Gifts
    • No Dead Bodies
    • Your Props
    • That Question Again?
    • Have a Checklist, Check It Thrice
    • It's Not Over Until It's Over
    • No Phoning It In
  • Chapter 7: Getting to Yes
• Part Three: Beginning a Client Relationship
  • Chapter 8: In a High Tech World, Be Low Tech
  • Chapter 9: What Success Looks Like
  • Chapter 10: Always Manage Client Expectations from the Outset
  • Chapter 11: Be Multilingual
  • Chapter 12: Live the Client's Brand
  • Chapter 13: Ask, “What Do My Colleagues Need to Create Great Advertising?” Then Deliver It
• Part Four: How To …
  • Chapter 14: Run a Meeting
  • Chapter 15: Brief a Colleague
  • Chapter 16: Write a Conference Report
  • Chapter 17: Perfect the Perfect Scope of Work
    • Rule Number One: Do a Scope of Work. Yes, Do One!
    • Rule Number Two: Make Certain Each Scope Fully and Precisely Describes the Tasks You and Your Agency Are to Handle
    • Rule Number Three: If You Are Unable to Clearly Define the Work to Be Done, Build Contingency Dollars into Your Fee Estimate to Deal with the Unexpected
    • Rule Number Four: Avoid Adding a Disclosed Contingency Amount to Your Fee
    • Rule Number Five: Instead of a Contingency Fee, Include Language that Protects Your Agency
    • Rule Number Six: With Fixed-Fee Scopes of Work, Be Sure to Include a Clause that Stipulates a 90-Day Fee Review
    • Rule Number Seven: With Retainer-Based Scopes of Work, Be Sure to Include a Monthly Fee Reconciliation Clause
    • Rule Number Eight: Make Your Letters of Proposal Serve as Your Scopes of Work
  • Chapter 18: Craft That Schedule You Need to Create
  • Chapter 19: Build a Better Budget
  • Chapter 20: Draft a Letter of Proposal
  • Chapter 21: Create a PowerPoint Presentation
• Part Five: Formulating the Brief That Drives Great Creative
  • Chapter 22: Take the Word Brief Seriously
  • Chapter 23: What Makes a Brilliant Brief?
  • Chapter 24: In Writing the Brief, Provide the Client's Perspective
  • Chapter 25: Know When to Look It Up; Know When to Make It Up
• Part Six: Establishing Trust With Clients
  • Chapter 26: Great Work Wins Business; a Great Relationship Keeps It
  • Chapter 27: Client Presentations Are as Important as New Business Presentations
  • Chapter 28: Always Ask, “Does This Advertising Pass the ‘So What’ Test?”
  • Chapter 29: Don't Fall in Love with Good Work; Don't Fall for Bad Work
  • Chapter 30: Choice Is Good
  • Chapter 31: Fight About the Work with Colleagues; Fight for It with Clients
  • Chapter 32: Do Not Sell
  • Chapter 33: Bring Your Clients into the Process Early and Often
  • Chapter 34: Respect What It Takes to Do Great Creative
  • Chapter 35: Credit Is for Creative Directors
  • Chapter 36: We Are Smarter Together Than We Are Alone
  • Chapter 37: Judgment Overrides Any Rule
  • Chapter 38: Ideas Are the Currency We Trade in
    • Occam's Razor
    • That question again
    • The power of observation
    • Discipline, accidents, and idea formation
    • Apple's 1984
    • Puppy Love and Lost Dog
    • Life Goes on
• Part Seven: Building Long-Term Client Relationships
  • Chapter 39: Make No Commitment without Consultation
  • Chapter 40: Take on the Coloration of Your Clients; Do Not Compromise Your Character
  • Chapter 41: Never Forget It's a Business
  • Chapter 42: Once a Client, Always a Client
  • Chapter 43: Going Rogue
• Part Eight: How to Deal with Unhappy Clients
  • Chapter 44: Always Think Endgame
  • Chapter 45: No Surprises about Money or Time
  • Chapter 46: Deal with Problems Head-On
  • Chapter 47: If Things Go Wrong, Take the Blame
  • Chapter 48: What Happens When I Screw Up?
  • Chapter 49: Getting Fired
• Part Nine: Regaining Client Trust
  • Chapter 50: How Happy Clients Help You Gain New Ones
  • Chapter 51: Five Client Challenges to Agencies
    • 1. Account People Are Largely Unclear on Their Roles
    • 2. A Failure to Communicate—Internally and with Clients—Is an Ongoing Concern
    • 3. There's a Need to Do a Better Job of Managing Client Expectations
    • 4. It's a Struggle to Get Budgets, Schedules, and Scopes of Work Consistently Right
    • 5. Clients Look to Account People for Ideas, and Are Frustrated by Their Absence
  • Chapter 52: Five Client Service Principles to Believe In
    • Show Up
    • Follow Up
    • Speak Up
    • Make It Up
    • Never Give Up
• Acknowledgments: Remember to Say “Thank You”
• Postscript
  • Dressing the Part
• A Bunch of Books to Make You Better at What You Do
  • On Communicating
  • On Client Relationships
  • On Creativity and Advertising
  • On Strategy
  • On Business Leadership
  • Five New Books
• About the Author
• Index
• End User License Agreement

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