The art of client service the classic guide updated for todays marketers and advertisers 3 edition

www.ebook3000.com “As a young strategic client service professional who’s worked in both the United States and Australia, this book is my advertising bible It’s the real deal—if you are working in advertising and want to know how it all works, this is all you need to read.” Jess Norton Integrated Account Manager The Mark Agency Canberra, Australia “As a manager of a young client services team, this book is key At IMPACT, we’ve made it a must-read for all of our new hires and it feels like we reference it daily.” Bob Ruffolo Founder and CEO IMPACT Branding & Design \Wallingford, CT “The Art of Client Service is the first book we give to new employees on how to approach account management Robert takes what has become increasingly complex and translates it into actionable steps that help agencies get better at serving clients Drew Himel Founder and CEO PCR Jacksonville, FL “Over the years, I have handed out Robert’s book as encouragement to account people who needed a bit of coaching They always thanked me for taking an interest in their careers Creative people found it equally insightful and wanted their own copies With this new edition, I’ll be advancing a lot more careers.” Richard Eber Creative Guy O2kl New York, NY Former Executive Creative Director MRM “Over the past decade, the discipline of account management has come under fire as never before Externally, clients sometimes question its value, and internally, account managers fight to overcome the perception being order takers The Art of Client Service shows www.ebook3000.com how this critically important function can become more valuable than ever before, and how client service professionals can effectively evolve beyond the role of agency–client liaison to become proactive leaders of marketing initiatives For years Robert Solomon’s book has set the standard for developing a successful career in engagement management, and this new edition adds crucial new skills and principles needed to succeed in the twenty-first-century agency environment.” Tim Williams Founder, Ignition Consulting Group Author, Positioning for Professionals Salt Lake City, UT “Robert explains simply the complex issues of client relationship management with insight, practical advice, and humor—making it a must-read for all in the marketing communication profession and for anyone aspiring to demonstrate leadership It’s why it is required reading for all of my university students.” Sally Webster Senior Lecturer Public Relations and Organizational Communication Victoria University Melbourne, Australia “The Art of Client Service is the first thing that people receive upon joining my team; it’s the closest thing we account people have to a Bible.” Jamie Bryan Executive Director, Client Services Deep Focus New York, NY “As an agency owner, I continually seek inspiring, relevant resources to help motivate, train, and guide my team Robert has a mastery of client service, and presents ideas not just theoretically, but in meaningful, actionable ways that directly impact our day-to-day business The Art of Client Service is for anyone who values the often overlooked skill of developing, growing, and sustaining successful client relationships regardless of agency size or location.” Toni O’Berry Principal O’Berry | Collaborative Bozeman, MT “There are only a handful of books in my business library that seem to get better with age Robert Solomon’s The Art of Client Service is one of them An instant classic when it was first released, Solomon continues to build on The Art of Client Service’s usefulness, timeliness, and importance with each passing edition It’s a “must-read” for anyone involved in a client-facing business … and let’s face it, we all are If you are an advertising agency account manager or account executive, I highly recommend not only reading, but also living, everything in this book.” Ken Ohlemeyer Senior Account Manager Brighton Agency St Louis, MO “For ad agency account managers, Solomon’s book defines what it takes to be really great at the job Great stories combined with relevant examples that go to the absolute heart of client service.” Roderick English Marketing Communications Consultant Adjunct Professor Canisius College Buffalo, NY “Robert has crystallized for our industry a fundamental truth: that relationships of trust allow great work to flourish, but great work alone is never enough.” David Herrick President, U.S Cohn & Wolfe New York, NY “The one constant in the constantly changing agency business, including digital, is client service Robert Solomon has been the authority on client service for many years and The Art of Client Service has become a must-read for both newbies and veterans His latest edition even includes a tactical primer that will make any agency professional just that much better.” David Vining Vice President, Corporate Partnerships CoreNet Global Atlanta, GA www.ebook3000.com “This edition of The Art of Client Service provides an essential, detailed roadmap to successfully manage accounts, ensuring that clients and agencies prosper.” Mike Slosberg Co-founder, Chief Creative Officer Emeritus Digitas New York, NY “The Art of Client Service helped us figure out how to transition from one-off, project engagements to long-term, stable client relationships The book helped us understand what such relations should feel like, and I used it as a guide to build our client services practice and cast leadership for the agency.” Ivan Todorov Chief Executive Officer BLITZ Los Angeles, CA “A timely treatise of timeless wisdom Robert Solomon writes with inspiring clarity.” Tom Sebok Executive Vice President BBDO Worldwide New York, NY “The Art of Client Service introduced me to client service when I was in school, guides me now as I learn my craft, and continues to serve as an essential source of counsel as I progress in my career.” Derek Hickey Senior Account Executive Area23 New York, NY THE ART OF CLIENT SERVICE THE CLASSIC GUIDE THIRD EDITION ROBERT SOLOMON www.ebook3000.com This book is printed on acid-free paper ♾ Copyright © 2016 by Robert Solomon All rights reserved Published by John Wiley & Sons, Inc., Hoboken, New Jersey Published simultaneously in Canada No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at www.wiley.com/go/permissions Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose No warranty may be created or extended by sales representatives or written sales materials The advice and strategies contained herein may not be suitable for your situation You should consult with a professional where appropriate Neither the publisher nor the author shall be liable for damages arising herefrom For general information about our other products and services, please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002 Wiley publishes in a variety of print and electronic formats and by print-on-demand Some material included with standard print versions of this book may not be included in e-books or in print-on-demand If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com For more information about Wiley products, visit www.wiley.com Library of Congress Cataloging-in-Publication Data is on file: 9781119227823 (hbk) 9781119227939 (ePDF) 9781119228288 (epub) Cover design: Belinda Downey, Color Colour Creative Printed in the United States of America 10 You either get better or you get worse So for me, I’m focused, in every way, on getting better Max Scherzer www.ebook3000.com A BUNCH OF BOOKS TO MAKE YOU BETTER AT WHAT YOU DO As hard as this is to believe, it was more than 13 years ago that I first compiled a list of 15 books that every account person should read Back then, I asked myself, “Will these books endure?” At the time, I had no idea I would be sitting down today to revisit the list to see what I could discard and what I could add The good news: all but one of the books continue to pass the endurance test In fairness, some—like David Ogilvy’s or Strunk and White’s—received high scores well before I recommended them Other books, like Malcolm Gladwell’s The Tipping Point, or Tom Monahan’s The Do-It-Yourself Lobotomy, have proven their worth over time The only book that fails the test is Ron Hoff’s I Can See You Naked Frankly, I never was entirely comfortable with recommending that book, but at the time there were few books of merit on public speaking I’ve addressed this by replacing Hoff’s book with Suzanne Bates’s Speak Like a CEO, which struck me as loaded with incredibly practical advice on how to get better in front of an audience The bad news: there continue to be way too many books! In the past four years, I don’t know how many hundreds of titles have appeared on the market, many of them truly worthy of inclusion But my initial goal remains: to give you a short list of books, not an interminable one For the second edition of The Art of Client Service, I selected five books to add to my earlier list of 15 The selection is 249 www.ebook3000.com 250 A Bunch of Books to Make You Better at What You Do admittedly imperfect, and I’m certain you could as well or better with your own picks I’ve kept all five, but integrated them into the original list of 15, making the total now 20 For this new edition, I’ve added five new books, so now there are 25 titles on the combined list, extending over three editions of The Art of Client Service In no particular order, here are my five latest choices: Malcolm Gladwell made the first list with his book, The Tipping Point He made the second list with, Blink He makes this third list with David and Goliath, a book worth reading for just its opening chapter about the biblical David as an ostensible underdog (spoiler: he’s not) Adam Grant broke new ground with Give and Take In a world gone cynical, he makes a compelling case for how being a giver trumps being a taker in achieving career success You wouldn’t expect a book by a restaurateur to make the list, but Danny Meyer’s Setting the Table is one of the best books I’ve read on serving clients well I knew Simon Sinek before he became famous, when he was a young planner at Messner Vetere Berger McNamee Schmetter/EuroRSCG, before he wrote Start With Why, and then later, Leaders Eat Last He was smart then; he’s smart now If you want proof, watch one of his TED talks If you need to laugh, read Scott Berkun’s Confessions of a Public Speaker; it’s honest and funny, about a skill all of us need to get better at So there you have it: five new books to add to the list of 20 ON COMMUNICATING Strunk, William, and E B White The Elements of Style, 4th ed Boston: Allyn & Bacon, 2000 A Bunch of Books to Make You Better at What You Do 251 Zinsser, William On Writing Well, 6th ed New York: HarperPerennial, 1998 Roman, Kenneth, and Joel Raphaelson Writing That Works New York: Quill/HarperCollins, 2000 Bates, Suzanne How to Speak Like a CEO New York: McGraw-Hill, 2005 ON CLIENT RELATIONSHIPS Maister, David H., Charles H Green, and Robert M Galford The Trusted Advisor New York: Free Press, 2000 Sheth, Jagdish, and Andrew Sobel Clients for Life New York: Simon & Schuster, 2000 Solomon, Robert The Art of Client Service, 3rd ed Hoboken, NJ: John Wiley & Sons, 2016 ON CREATIVITY AND ADVERTISING Monahan, Tom The Do-It-Yourself New York: John Wiley & Sons, 2002 Lobotomy Sullivan, Luke Hey Whipple, Squeeze This New York: John Wiley & Sons, 1998 10 Ogilvy, David Ogilvy on Advertising New York: Vintage Books, 1985 11 Fallon, Pat, and Fed Senn Juicing the Orange Boston: Harvard Business School Press, 2006 12 Kelley, Tom, and Jonathan Littman The Art of Innovation New York: Doubleday, 2001 13 Neumeier, Marty The Brand Gap: How to Bridge the Distance Between Business Strategy and Design Indianapolis, IN: New Riders, 2006 www.ebook3000.com 252 A Bunch of Books to Make You Better at What You Do ON STRATEGY 14 Ries, Al, and Jack Trout Positioning: The Battle for Your Mind New York: McGraw-Hill Trade, 2000 15 Morgan, Adam Eating the Big Fish New York: John Wiley & Sons, 1999 16 Steel, Jon Truth, Lies, and Advertising New York: John Wiley & Sons, 1998 17 Gladwell, Malcolm The Tipping Point Boston: Little, Brown and Company, 2000 18 Gladwell, Malcolm Blink: The Power of Thinking Without Thinking Boston: Little, Brown and Company, 2005 19 Verklin, David, and Bernice Kanner Watch This, Listen Up, Click Here Hoboken, NJ: John Wiley & Sons, 2007 ON BUSINESS LEADERSHIP 20 Collins, Jim Good to Great New York: HarperBusiness, 2001 FIVE NEW BOOKS 21 Gladwell, Malcolm David and Goliath Brown: Little, Brown and Company, 2013 22 Grant, Adam Give and Take New York: Viking, 2013 23 Meyer, Danny Setting HarperCollins, 2006 the Table New York: 24 Sinek, Simon Leaders Eat Last New York: Portfolio, 2014 25 Berkun, Scott Confessions of a Public Speaker Sebastopol, CA: O’Reilly Media, 2011 ABOUT THE AUTHOR Trained as a direct marketer who embraced Digital early on, Robert Solomon is known for his expertise as a brand strategist and new business developer He also is a commercial writer, published author, and expert speaker and workshop leader, who also is certified as an organizational and executive coach, particularly skilled in job search As varied as these disciplines are, they share a single objective: they are about changing behavior of a company, a client, an employer, or a consumer Robert runs Solomon Strategic, a firm he founded in 1999 to provide marketing counsel to advertising agencies, client companies, and individual marketing professionals Robert has handled a wide range of consulting assignments, in both offline and online media, for more than a score of clients, including Ammirati Puris Lintas, Blitz, BoomBox, Brandmuscle, Chase Insurance, Cognitive Arts, Condé Nast, Digitas Health Lifebrands, Deep Focus, Draft Worldwide, Ferrara and Company, Initiative Media North America, PALAZZO | Investment Bankers, Procurian, R/GA Interactive, Saatchi and Saatchi X, Sotheby’s, and Womenkind Robert previously was President and CEO of Rapp Collins New York, President of Direct and Interactive Marketing at Ammirati Puris Lintas, General Manager of FCB Direct West, and Senior Vice President of Bronner Slosberg Humphrey (now Digitas) Robert lives in Napa, California, with his wife Roberta and with the world’s best dogs, Alvin and Molly 253 www.ebook3000.com INDEX 4A’s, 21 ‘‘Accident in art,” 185 Account(s): ‘‘going rogue” with, 203–204 loss of, 219–220 pursuit of, 42 in review, 20 Account management: basic, 226 role of, 9–12 Account person: as client’s partner, 162 guiding principles of, 4–5 ideas and, 226, 230–231 integrity and, interview for, 1–4 judgment and, 3, 173–174 partnership and, 61 qualities of good, 3–4 role of, 225 Account Planning department, 131 Advance scouting, presentation room and, 29 Advertising: assignment, 51, 52 brand, 57 collaboration and, 49, 66, 126, 227 DRTV, 111–114, 188 falling into, 13 great work and, 61–62, 171 ideas and, meetings and, 66 result, intended, 51–52 roles of, 190 TV ad schedule, 91–92 Advertising Age, 23, 189 ADWEEK, 23 Agency: choosing, 21 firing of, 219–220 new business and, 20 non-compete agreements, 203 turnover, 71 Agency fee, 94 ‘‘Agency of the year,” 23 Agency search, client and, 22 Agenda: meetings and, 67 PowerPoint presentations and, 112–113 Agreement, client, 102 American Association of Advertising Agencies, 21 American Express, 180 Ammirati & Puris, 19, 131, 135, 143, 173, 189, 190 Anheuser-Busch brand, 187 255 www.ebook3000.com 256 Apple’s 1984, 185–186, 187 Attitude, new business and, 23 Audience See also Customer(s) Budweiser’s, 187 creative briefs and, 127–128, 130 culture and, 30 target, 130 AV equipment, 29 Index Challenges, client, 225–231 Chaos, 39 Character See also Integrity; Principles client service and, 197–198 ego and, 15–16 Checklist, pitch day and, 36–37 Chennault, Ken, 180 Chiat\Day, 10, 186 Choices, concepts and, 155–156 Backer, Bill, 184 C-level executive(s): Bates, Suzanne, 238 account in review and, 20 Berkun, Scott, 238 billing rates and, 95 Best practices, 227 presentation and, 31 Bets, placing, 51–52 Client(s) See also Billable rates, 95 Relationship(s) Blame, taking, 213–214 choosing agencies, 21 BMW, 19, 173, 189, 190 culture, 30, 60 Brain Surgery for Suits, 61 difficult/demanding, 193–195 Brand: expectations of, 53–55, 225, colors and, 116 227–228 living the client’s, 59–60 fighting for work with, Brand advertising, 57 157–159 Brand positioning assignment, 140 forward-thinking, 27 Branson, Richard, 177, 181–182 involvement in process, Brief(s): 163–164 brevity and, 119–123 keeping in touch with, 201 brilliance and, 125–132 losing, 219–220 client’s perspective and, new agency search, 22 122–137 new business and, 20 example of, 127–129 perspective, briefs and, guidelines for, 126 122–137 Brief amnesia, 135–136, 137 project-based, 21 Bronner, Michael, 180 referrals from, 223–224 Budget, 93–99 siloed, 227 control of, 226, 228–229 spending time with, 134 overruns, 209–210, 215–216 taking on coloration of, Budweiser commercials, 187, 190 197–198 Business, understanding, 42 titles and names of, 30–31 Business problem, 127 Client-agency marriages, Buzz, creation of, 186 dissolved, 143 Client agreement, 102 Career: Client challenges, 225–231 as calling, 15–16 Client culture See Culture challenges in, 241 Client presentations, 145–148 trajectory of, 26 See also Pitch day 257 Index Clow, Lee, 186 Club Med, 190 Collaboration: advertising and, 49, 66, 126, 227 briefs and, 119–121, 126 commitment and, 194–195 communication and, 227 ideas and, 230 as intelligent decision, 171–172 Colleague(s): briefing, 71–72 commitment and, 194–195 fighting about work with, 157–159 helping, 61–62 Commercials: Budweiser, 187, 190 Super Bowl, 112, 113, 186, 187 ‘‘Washing Planes,” 135 Commitment, consultation and, 193–195 Communication See also Conference report; Email; Speaking up follow-up and, 37–38 hi tech/low tech, 48–49 in-person contact, 49, 227 problems with, 225, 227 subtext and, types of, 2, Competition: between departments, 171 enemy as, 172 watching the, 134 Concept choices, 155–156 Conference call(s): pre-pitch prep and, 27 recap of, 74–75 Conference report, 73–75 Confessions of a Public Speaker, 238 Contingency amount(s): disclosed, 83 dollars and, 80–83 language and, 83–84 Corporate culture See Culture Cost overruns, 209–210 Craft, mastery of, 184, 185, 240 Creative brief See Briefs Creative director: brief and, 119–120, 121 client expectations and, 53–54 credit for, 169–170 Creative process, 90 See also Idea(s) Creative strategy, brief and, 121–122 Creative team(s): concept choices and, 156 giving credit to, 169–170 maximum effort of, 43 multiple, 156 support of, 61–62 Creative work: emotional commitment and, 166 feedback on, 165–168 Credentials presentation, 42 Credibility, problems and, 211 Crispin, Porter + Bogusky, 219 Culture: briefing colleague on, 72 client, 30, 60 Customer(s) See also Audience loyalty program, 139, 180 perspective of, 134–137 Damage control, 211 Data, research and, 139–140 Decision-makers, presentation and, 30–31 Delivery, 61–62 Dentsu, 23 Details: attention to, conference reports and, 74 getting them right, 23, 39 schedule and, 90 DiDonato, Joyce, 13–14 Digitas, 94, 180 www.ebook3000.com 258 Direct marketing, 188 Direct response television (DRTV) advertising, 111–114, 127, 188 Discipline options, 57–58 Discussion, guiding, 68–69 Doom loop, 78 Downey, Bel, 223 DTC TV advertising campaign, 127 Eddie Bauer, 179–180 Ego, lack of, 15 80/20 rule, 131 Elements of Style, The, 2, 237 Email: complicated situations and, 216–217 preference for, 227 responding to, 48–49 Endgame, 207–208 Epiphany, 184 Exploratories, 80 Face-to-face meeting, 26–27 Fallon, 10 Feedback, creative work and, 165–168 Fee(s): agency, 94 budgeting, 93–99 contingency amount and, 80–83 fixed-, scope of work, 84 letter of proposal and, 108 reconciliation clause, 84–86 review of, 84 Financial matters, problems and, 211, 215 Follow-up: communication, 37–38 meetings and, 69 principles and, 235–236 Forward-thinking clients, 27 Index Frequent flyer programs, 180 Furze, Elizabeth, 11 Generalists, 14 Gifts, presentations and, 31 Gladwell, Malcolm, 181 Goals, setting, 51–52 ‘‘Go-bys,” Go-to person, 14 Great work: bad work and, 153–154 good work and, 151–153 relationships and, 143–144 risk and, 10, 161–162 risk-taking and, 152–153 trust triangle and, 11 Guiding principles, account person and, 4–5 Gyllenhaal, Jake, 183 Hayden, Steve, 186 Hendricks, John, 14 Idea(s), 175–190 account person and, 226, 230–231 advertising, marketing and, Apple’s 1984, 186, 187 contribution of, 3, 23 creative team and, 156 discipline, accidents and, 183–185 driving advertising, 154 fighting about work and, 157–159 killers, starting with, 167 making it up, 239–240 observation and, 181–183 questions and, 179–181, 183, 185 simplicity and, 177–179, 183 something else and, 26 target audience and, 187 259 Index Illustrator, client expectations and, 53–54 InDesign presentation, 33 In-person meeting, 26–27 Insurance, 188 Integrity See also Character; Principles account person and, agency and, 203–204 Interview, account person and, 1–5 Jobs, Steve, 177, 181, 186 Judgment, 3, 173–174 Kickoff meetings, 74 Languages, marketing, 57–58 Lazarus, Shelly, 14, 174 Letter of proposal: drafting, 101–109 scope of work and, 86–88 Letter writing, 37–38 Life Goes on, 187–190 Lincoln, Abraham, 15, 16 Listening: client concerns and, 55 subtext and, Lost Dog commercial, 187, 190 Mad Men (TV show), 33 Management See Account management; C-level executive(s) Marketing: collaboration and, 49, 66, 227 ideas and, meetings and, 66 Marketing languages, 57–58 Marketing people, role and, 225 Martin, Kerry, 219 Mastering your craft, 184, 185, 240 McGarry Bowen, 23 McPherson, James, 15, 16 Media options, 57–58 Meeting(s), 65–70 agenda and, 67 face-to-face, 26–27 follow-up and, 69 guiding discussion in, 68–69 kickoff, 74 preparation for, 67–68 starting/ending on time, 66–67 Meeting transcript, 73–74 Membership Miles, 180 Membership Rewards, 180 Mirren, Helen, 183–184, 185 Miscommunication, 225 Mission, trust and, 12 Money See Budget; Fee(s) Multilingual approach, 57–58 Never giving up, 240–241 New business, 19–23 agency and, 20 client and, 20 gaining control of, 21 as soul of agency, 23 New Yorker, 13 New York Times, 184 Non-compete agreements, 203 Observation, power of, 181–183, 185, 239 Occam’s Razor, 177–179, 181, 185, 190, 239 Ogilvy, David, 60, 187–188, 189 On Writing Well, 2, 237 Opportunity: capitalizing on, 3, 60 great work and, 153 on-the-job training, long shot, 42 new business and, 20, 39 questions as, 35 RFI requests and, 22 Overhead factor, 95 www.ebook3000.com 260 Ownership: problems and, 213–214 taking, 23 Partnership: account people and, 61 brief development and, 137 client’s interests and, 162 Personal agendas, 52 Personas, 130–131 Phone/phone calls See also Conference call(s) pre-pitch prep and, 27 research and, 224 voicemail and, 48–49 winning, losing and, 41 ‘‘Pitch,” 20 See also New business Pitch day, 25–39 active roles and, 32–33 checklist and, 36–37 client culture and, 30 details and, 39 follow-up and, 37–38 gifts/swag and, 31 pre-pitch prep, 26–27 presentation timing, 27–28 props and, 32–34 rehearsed responses and, 34–35 room design and, 28–29 seating the room, 30–31 ‘‘somethings” and, 26 Planner, 62 Planning department, 125 PowerPoint presentation, 33, 111–116 Presentation(s) See also Pitch day; PowerPoint presentation checklist and, 36–37 client, 145–148 credentials, 42 junior people and, 147–148 Index length of, 28 TED, 113 timing of, 27–29 Presentation planning: checklist for, 36–37 props and, 32–34 Presentation room: advance scouting and, 29 seating the room, 30–31 Presentation Zen, 116 Principles, 233–241 follow-up, 235–236 guiding, 4–5 never giving up, 240–241 showing up, 234–235 speaking and, 236–240 Problem(s): dealing with, 211 -solving, 91 taking ownership of, 213–214 Production schedule, 89–92 Product knowledge, 71–72 Project-based clients, 21 Proposal See Letter of proposal Props, 32–34 Public speaking See Speaking up Puppy Love commercial, 187, 190 Puris, Martin, 131, 132, 173 Question(s): accounts and, 42 asking the right, 181 discussion and, 28 perfectly framed, 179–181 rehearsed responses and, 34–35 ‘‘what if” and “why,” 185 Rate classes, hourly, 95 Reconcepting, 165–166 Referrals, 223–224 Rehearsals: client presentations and, 34–35, 146–147 speaking and, 239 261 Index Relationship(s) See also Client(s); Partnership client involvement and, 163–164 great work and, 11 ideas and, 230–231 keeping, 143–144 new business and, 20 paying attention to, 43 professionalism and, 199 scope of work and, 77 trust and, 10–11, 12 Report, conference, 73–75 Request for Information (RFI) request, 21–22 Research, 139–140, 224 Retailers, 179 Review: account in, 20, 60 prospective clients and, 28 Reynolds, Garr, 116 Risk: client expectations and, 228 great work and, 10, 161–162 handicapping, 42 risk-taking, 23, 152–153 trust and, 10–11 Robertson, Andrew, 14 Roman, Ken, 237 Rose, Charlie, 183 Ross, Alex, 13, 14 Rules, judgment and, 173–174 Sabean, Sandy, 223 Schafer, Ian, 14 Schedule, 89–92 control of, 226, 228–229 delays, overruns and, 209–210 endgame and, 207–208 nights and weekends, Scope creep, 78, 88, 97, 210 Scope of work, 77–88 budget and, 98 contingency amount and, 80–83 control of, 226, 228–229 fixed-fee, 84 language and, 83–84 letters of proposal, 86–88 retainer-based, 84–86 task list and, 79–80 Search consultants, 21 Seating the room, 30–31 Selling, 161–162, 188 Serendipity, 185, 240 Showing up, 39, 234–235 Silos, 171, 227 Simplicity, 177–179, 181, 185, 239 Skills, Social media, 48, 57, 60, 134 Solomon Strategic brand, 116 ‘‘Somethings,” 26 ‘‘So what” test, 149–150 Speaking up, 236–240 beginning at the end, 238–239 communication and, 239 rehearsal and, 239 spur-of-the-moment, 238–239 Speak Like a CEO, 238 Specialist, becoming a, 14 Sports metaphor, 43 Stone & Adler, 25, 26 Strategy: client’s perspective and, 137 creative briefs and, 131–132 review of creative work and, 168 ‘‘so what” test and, 149 Strengths, weaknesses, opportunities, and threats (SWOT), 60 Success, 51–52 Super Bowl commercials, 112, 113, 186, 187 Support, agency staff and, 61–62 Swag, 31 Tagline: BMW, 19, 173, 189, 190 brand positioning and, 140 www.ebook3000.com 262 Tagline: (continued) Club Med, 190 as executional mandatory, 129 UPS, 135, 189 Talent, adding, 23 TBWA/Chiat Day, 10 Team See Creative team Technology: AV equipment, 29 hi tech/low tech, 48–49 TED presentations, 113 Term Life Direct (TLD) policy, 127–129 Timing, presentation, 27–28 Todorov, Ivan, 14 Trade publications, 134 Training, Trust: breakdown in, 220 client expectations and, 228 client relationships and, 10–11, 12, 14, 55, 144 credibility and, 211 lack of, mission and, 12 risk and, 10–11, 162, 186 scope creep and, 210 ‘‘Trust triangle,” 11 Turnover, agency, 71 TV See also Direct response television (DRTV) advertising ad schedule, 91–92 network, 57 Unconditional Guarantee, The, 179 United, 10 UPS, 135, 189, 190 Index Value, budgeting and, 98–99 Vining, W David, 161 ‘‘Voice,” 131 Voicemail, 48–49 Volkswagen, 219 Wall Street, 60 Wall Street analyst reports, 134 ‘‘Washing Planes” commercial, 135 Weintraub, Jerry, 177 White, E.B., 2, 237 ‘‘Who is” moment, 13, 14 William of Occam, 177 Winning, losing and, 41–42 Wolf of Wall Street (movie), 32–33 Womenkind, 127–131 See also Life Goes on Word-of-mouth referrals, 223–224 Work See Creative work; Great work; Scope of work ‘‘Working remotely,” 49 Wozniak, Steve, 186 Writing See also Letter of proposal briefs, 119–123 letters, 37–38 Writing that Works, 237 Yes, getting to, 41–43 Young and Rubicam, 23 YouTube, 189 Zinser, William, 2, 237 WILEY END USER LICENSE AGREEMENT Go to www.wiley.com/go/eula to access Wiley’s ebook EULA www.ebook3000.com ... NY The one constant in the constantly changing agency business, including digital, is client service Robert Solomon has been the authority on client service for many years and The Art of Client. .. of The Art of Client Service made a modest attempt to address this, deconstructing many of the things client service people need to consistently well to serve clients effectively The second edition. .. from friends Even so, after I wrote the second edition of The Art of Client Service, I sent the book to her Shelly had by then ascended to become chair and CEO of Ogilvy’s General agency; I was