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 Handling
2. Its An Ad World
3. What
Flavour is Account Handling?
4. How to Master the Everyday Detail Part 2:
Creating Campaigns
5. 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 Rest
14. 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
