| Foreword |
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ix | |
| Acknowledgements |
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xii | |
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1 | (4) |
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1 | (1) |
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How to find your way around this book |
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2 | (3) |
| Part I Account handling |
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5 | (12) |
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5 | (2) |
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7 | (3) |
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Two honest points of view |
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10 | (1) |
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What account handlers don't do |
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10 | (1) |
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Added value from account planners |
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11 | (2) |
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What do account handlers do? |
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13 | (4) |
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3 What flavour is account handling? |
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17 | (7) |
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19 | (1) |
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20 | (1) |
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21 | (3) |
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4 How to master the everyday detail |
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24 | (17) |
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24 | (1) |
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25 | (2) |
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27 | (2) |
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29 | (5) |
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34 | (1) |
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35 | (1) |
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35 | (6) |
| Part II Creating campaigns |
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41 | (11) |
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41 | (2) |
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What to ask clients to get good briefs |
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43 | (4) |
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47 | (1) |
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48 | (2) |
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50 | (2) |
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52 | (10) |
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How to brief your media department |
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52 | (4) |
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56 | (6) |
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62 | (11) |
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64 | (2) |
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66 | (5) |
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How to get your brief approved |
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71 | (2) |
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8 How to help your creative team |
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73 | (5) |
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73 | (2) |
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Are they making progress? |
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75 | (3) |
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78 | (9) |
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81 | (2) |
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83 | (1) |
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Would some research help? |
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84 | (2) |
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86 | (1) |
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87 | (5) |
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87 | (3) |
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90 | (1) |
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Are you selling bad advertising? |
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91 | (1) |
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92 | (6) |
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93 | (1) |
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How to review a media schedule |
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93 | (2) |
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95 | (1) |
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How to buy people cheaply |
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96 | (2) |
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98 | (9) |
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How to produce print advertisements |
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100 | (4) |
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104 | (3) |
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107 | (6) |
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107 | (2) |
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109 | (4) |
| Part III The rest |
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14 How to support the campaign |
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113 | (6) |
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113 | (1) |
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114 | (2) |
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116 | (1) |
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117 | (1) |
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Hitting them where they buy |
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118 | (1) |
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119 | (9) |
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119 | (4) |
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123 | (2) |
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But do you really like them? |
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125 | (1) |
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What really matters to your client? |
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126 | (2) |
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16 How to use the agency systems |
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128 | (5) |
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17 Managing money and politics |
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133 | (9) |
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The root of all prosperity |
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133 | (3) |
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How much will all this cost? |
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136 | (2) |
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138 | (1) |
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7 ways to survive agency politics |
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139 | (1) |
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10 ways to help improve your agency |
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140 | (2) |
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18 How to handle meetings |
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142 | (7) |
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142 | (1) |
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143 | (2) |
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145 | (2) |
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147 | (2) |
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149 | (11) |
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What's your new business plan? |
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150 | (1) |
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How to cultivate contacts |
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151 | (2) |
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Speculative schizophrenia |
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153 | (2) |
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Can we have your business please? |
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155 | (1) |
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10 ways to present effectively |
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156 | (1) |
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157 | (1) |
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158 | (2) |
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160 | (5) |
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162 | (1) |
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163 | (2) |
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165 | (3) |
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22 Getting better all the time |
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168 | (4) |
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168 | (1) |
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Two ways to run advertising accounts |
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169 | (1) |
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Five ways to be a better account director |
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169 | (1) |
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What should you read next? |
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170 | (2) |
| 101 Handy definitions |
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172 | (7) |
| Index |
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179 | |
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