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The Good Client Handbook: Coaching agencies to deliver high-impact creative ideas that work hard for you

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Do your marketing agency’s creative ideas fail to grab you - or more importantly fail to grab your customers? Are you new to working with agencies - and feel unsure how to manage the whole ‘touchy-feely’ creative process as a client? Getting great creative work out of your agency doesn't have to be rocket science. But strong, innovative ideas are most likely to emerge un Do your marketing agency’s creative ideas fail to grab you - or more importantly fail to grab your customers? Are you new to working with agencies - and feel unsure how to manage the whole ‘touchy-feely’ creative process as a client? Getting great creative work out of your agency doesn't have to be rocket science. But strong, innovative ideas are most likely to emerge under very specific conditions. This book gives you a clear 7-step roadmap to creating them: 1. Finding and selecting the right agency for you 2. Structuring the compensation to align their goals with yours 3. Building a strong day-today working relationship 4. Writing a razor-sharp briefing that inspires an agency to generate effective ideas 5. Recognizing when an idea is great - and how to improve one when it’s not 6. Overseeing the production to come out on time and under budget 7. Managing an orchestra of multiple agencies Whether you're with a large or small company, a business or a non-profit, this practical advice is for anyone who uses an agency to produce something - anything: from a humble banner ad, to a social media or PR campaign, an event, or a large-scale TV or print campaign. Getting great creative work from your agency can make the difference between success and failure. This guide is written with novice clients in mind, but old hands will also find many of the ‘nuts-and-bolts’ practical hints useful. They're all boiled down from the author's 30+ years of experience on both the client and agency sides.


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Do your marketing agency’s creative ideas fail to grab you - or more importantly fail to grab your customers? Are you new to working with agencies - and feel unsure how to manage the whole ‘touchy-feely’ creative process as a client? Getting great creative work out of your agency doesn't have to be rocket science. But strong, innovative ideas are most likely to emerge un Do your marketing agency’s creative ideas fail to grab you - or more importantly fail to grab your customers? Are you new to working with agencies - and feel unsure how to manage the whole ‘touchy-feely’ creative process as a client? Getting great creative work out of your agency doesn't have to be rocket science. But strong, innovative ideas are most likely to emerge under very specific conditions. This book gives you a clear 7-step roadmap to creating them: 1. Finding and selecting the right agency for you 2. Structuring the compensation to align their goals with yours 3. Building a strong day-today working relationship 4. Writing a razor-sharp briefing that inspires an agency to generate effective ideas 5. Recognizing when an idea is great - and how to improve one when it’s not 6. Overseeing the production to come out on time and under budget 7. Managing an orchestra of multiple agencies Whether you're with a large or small company, a business or a non-profit, this practical advice is for anyone who uses an agency to produce something - anything: from a humble banner ad, to a social media or PR campaign, an event, or a large-scale TV or print campaign. Getting great creative work from your agency can make the difference between success and failure. This guide is written with novice clients in mind, but old hands will also find many of the ‘nuts-and-bolts’ practical hints useful. They're all boiled down from the author's 30+ years of experience on both the client and agency sides.

2 review for The Good Client Handbook: Coaching agencies to deliver high-impact creative ideas that work hard for you

  1. 5 out of 5

    Sam

  2. 5 out of 5

    Peter Karlen

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