Advertising for Account Holders (RLE Marketing) [Hardcover]

The account handler is a key person within an advertising agency, liaising between the client on the outside and the planning, creative and media function within. This book presents essential checklists for each aspect of the planners role: presentations made to clients, briefing creative and media teams, and helping to get the best out of both client and agency.

1. Introduction Part 1: Account Handling2. Its An Ad World 3. What Flavour is Account Handling? 4. How to Master the Everyday Detail Part 2: Creating Campaigns5. Getting Into Gear 6. The Big Media Decision 7. Putting the Brief In 8. How to Help Your Creative Team 9. Whats the Big Idea? 10. Sell, Sell, Sell 11. Buy, Buy, Buy 12. Into Production 13. Will It Do The Job? Part 3: The Rest14. How to Support The Campaign 15. Amazing Clients 16. How to Use The Agency Systems 17. Managing Money and Politics 18. How to Handle Meetings 19. Winning More Business 20. For Advertisers Only 21. Our Acceptable Face 22. Getting Better All the Time

Multivolume collection by leading authors in the field