How to Get the Best Advertising from Your Agency: How It Works, How to Work with It: A Management Primer for Advertisers - Hardcover

Salz, Nancy L.

9781556231070: How to Get the Best Advertising from Your Agency: How It Works, How to Work with It: A Management Primer for Advertisers

Hardcover

ISBN 10: 1556231075 ISBN 13: 9781556231070

Publisher: McGraw-Hill Professional Publishing, 1988

When one ad can be 20 times more effective than another and one Web site can be 400 times more effective than another how do you lead your agency team to make certain youre a client who gets their best creative work? Its easy once you have a few important insights, says Nancy L. Salz, who has been training managers at Fortune 100 companies to do just that since 1983. Now she has written a Fourth Edition of her classic guide to include the new media: Web sites, Web advertising and other interactive communications. In this new edition youll discover how to consistently get your agencys best creative work, quickly build a collaborative relationship with your agency team by using Salzs seven step process, lead and motivate your agency at every step of the creative development process, constructively critique creative work, avoid mistakes that can hinder team productivity, smooth out a rough relationship, and gain many other invaluable tools. This highly readable book with hundreds of quotes from people who live the creative process every day is for brand, marketing and communications managers, entrepreneurs anyone who depends on great creative work for success.

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About the Author:

Nancy L. Salz is President of Nancy L Salz Consulting, a New York City-based company founded in 1983 that specializes in marketing communications management training seminars and consulting. Its client are mostly Fortune 100 companies in packaged goods, technology, telecommunication, automotive and financial areas. Prior to establishing her company, Ms. Salz spent over fifteen years at Ogilvy & Mather where she was one of only a handful of people to have supervisory positions in both the Creative and Account Management areas.

Review:

"All marketers should do more than buy it and read this book. They should do what it says and they will get. the best from their agency." -- Samuel Thurm, Former VP Advertising, Unilever, and Former Chairman, Association of National Advertisers

"Ms. Salz presents an incisive review of how to build a collaborative agency-client relationship that both fosters and focuses creative excellence." -- James A. Block, President, Block Drug Company

"Nancy Salzs new book will certainly become part of the A.A.A.A library ...agency people should heed her advice." -- O. Burtch Drake, President/CEO, American Association of Advertising Agencies

"This classic should be on every brand managers reading list." -- F. Kent Mitchel, Former Chairman, Marketing Science Institute

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