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Index
Cover Page
Title Page
Copyright Page
Table of Contents
Foreword by David Verklin
Before You Start: And then I got fired
Introduction
PART ONE The Work
1. Define Success
2. Be Multilingual
3. Live the Client’s Brand
4. Agree on a Strategy, a Budget, and a Schedule
5. Always Manage Client Expectations from the Outset
6. Take the Word Brief Seriously
7. Know When to Look It Up; Know When to Make It Up
8. Make the Creative Team Partners in the Brief
9. In Writing the Brief, Provide the Client’s Perspective
10. Get the Client’s Input and Approval on the Brief
11. Ask, “What Do My Colleagues Need to Create Great Advertising?” Then Deliver It
12. Always Ask, “Does This Advertising Pass the ‘So What’ Test?”
13. Don’t Fall in Love with Good Work
14. Don’t Fall for Bad Work
15. Choice Is Good
16. Fight about the Work with Colleagues, Fight for It with Clients
17. Do Not Sell
18. Bring Your Clients into the Process Early
19. Respect What It Takes to Do Great Creative
20. Client Presentations Are As Important As New Business Presentations
21. No Understudies on Presentation Day
22. No Scenery Chewers, No Dead Bodies
23. Be Prepared to Throw Away the Script
24. The More Informal You Want to Be, the More Rehearsed You Need to Be
25. Know Your Opening Cold
26. Better to Have It and Not Need It, Than Need It and Not Have It
27. Support What You Say
28. Listening Is More Important Than Talking
29. Start on Time, End on Time
30. Have an Agenda and Stick to It (Most of the Time)
31. Be Brief, Be Bright, Be Gone
32. Lead the Meeting, Don’t Tyrannize It
33. Always Follow Up
PART TWO Relationships
34. Judgment Overrides Any Rule
35. Credit Is for Creative Directors
36. You Cannot Lead an Account from Your Desk
37. Avoid the Dark Side
38. Great Work Wins Business; a Great Relationship Keeps It
39. We Are Smarter Together Than We Are Alone
40. Make No Commitment without Consultation
41. There Is No No in Your Client Vocabulary
42. Before You Tell Clients or Colleagues What You Think, Tell Them What You Know
43. Before You Give Clients What They Need, First Give Them What They Want
44. How to Write a Letter of Proposal
45. The Zen of PowerPoint
46. In a High-Tech World, Be Low-Tech
47. Always Think Endgame
48. No Surprises about Money or Time
49. Deal with Trouble Head-On
50. If Things Go Wrong, Take the Blame
51. What Happens When I Screw Up?
52. Remember the Personal Side of Business Relationships
53. Take On the Coloration of Your Clients, But Do Not Compromise Your Character
54. No Matter How Social It Becomes, Never Forget That It’s Business
55. Once a Client, Always a Client
PART THREE Style and Substance
56. Make an Investment in Your Personal Style
57. Invest Some Time (Again) in These Books
58. Remember to Say “Thank You”
After You’re Done: What Makes a Great Account Person?
Index
About the author
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