Summary
Contents
Subject index
KEY FEATURES: Real-world examples from the field ensure that the practical concepts presented become concrete for readers. Numerous interviews with industry professionals from across the country and around the world are included at the end of each chapter to provide readers with snapshots of the agency experience. A chapter dedicated to social media (Chapter 6) offers students a comprehensive look at how companies utilize these important platforms An introduction to the PESO and ROSTIR models shows students how to adapt their campaigns to meet the needs of today's integrated agency environment. A chapter dedicated to tools and templates gives students exposure to real documents they'll need in their careers Arising from a need for a practical, honest guide outlining the inter-workings of agency life, this text can be utilized as a reference by both students and professionals alike.
Client Service The Counselor Role and Seeding Creativity
Client Service The Counselor Role and Seeding Creativity
Objectives
- Define the elements of excellent client service.
- Learn tools to harness the creativity of agency and client teams.
- Understand the need to customize language, workflow, and reporting for different client organizations.
- Introduce the art of saying “Yes, and …”—a structure for agency practitioners to build on client ideas rather than only criticizing them.
Veteran agency practitioners have all had the experience of walking into a client meeting with a sense of uncertainty. Will a client understand and appreciate the significant efforts made on their behalf? Despite dozens of valuable media placements, a newly designed piece of marketing collateral to unveil, and positive news on a new partnership, not everything has gone ...
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