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 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 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
