与机构共事

书籍目录

INTRODUCTION1 ACKNOWLEDGEMENTS　AGENCIES: CAN'T LIVE WITH THEM, CAN'T LIVE　WITHOUT THEM　Understanding What you Want from an Agency　Understanding the Nature of your Organization　The Collaborative Spirit: The Essential Ingredient　Starting off: on the Right Foot　Ensuring that the New Team Works Well Together5 HOW AN AGENCY WORKS BEHIND THE SCENES　Understanding how an Agency is Structured　　Client Services　　Senior Management　　Account Planning　　The Creative Team　　Media/Data　　Creative Services　　Artwork Studio/Digital Production　　Finance　Understanding the Creative Development Process　　Strategic Planning　　Campaign and Creative Briefings　　Concept Development　　Concept Execution　　Production/Distribution3 SELECTING AN AGENCY　Preparation Before an Agency Review　Working with Third-Party Specialists　Guidelines on Agency Search and Selection　Meeting the Agency Face-to-Face　Post-Pitch Feedback4 BRIEFING AN AGENCY　The Value of the Briefing Process　The Role of the Different Briefing Stages　The Key Elements to the Brief　Four Principles for a Good Brief　　Understanding the Brand　　Achieving Clarity　　Maintaining Focus　　Creating Surprise　The Hotspots of the Brief　　The Objective of the Communications　　The Customers　　The Proposition and Support　Developing a Challenging Communications Proposition　Creating an Inspiring Briefing5 CHAMPIONING THE CREATIVE PRODUCT6 SMOTHING THE WAY FOR EFFECTIVE CAMPAIGNS7 TAKING CARE OF THE FINANCES OF THE PELATIONSHIP8 DEVELOPING A LONG-TERM RELATIONHSHIPEPILOGUEREFERENCESUSEFUL INFORMATION SOURCESABOT THE AUTHORINDEX

作者简介

The client/agency relationship is an area fraught with potential problems. Competition in the field has now augmented the necessity to understand the working relationship far more thoroughly to help the client to get better value from the agency. The demand has moved from the need for client satisfaction to the need for excellence when it comes to agency performance. Only by having a good relationship can a client get the best advertising (and the same applies to both sides of the equation). A good relationship rests on a raft of elements, all of which are covered in this book.

 与机构共事下载