Most advertising and marketing people would claim great client service is an elusive, ephemeral pursuit, not easily characterized by a precise skill set or inventory of responsibilities; this book and its author argue otherwise, claiming there are definable, actionable methods to the role, and provide guidance designed to achieve more effective work.
Written by one of the industry's most knowledgeable client services executives, the book begins with a definition, then follows a path from an initial new business win to beginning, building, losing, then regaining trust with clients.
It is a powerful source of counsel for those new to the business, for industry veterans who want to refresh or validate what they know, and for anyone in the middle of the journey to get better at what they do.
ROBERT SOLOMON is the world's leading authority on how to improve creative work by forging and sustaining trust-based relationships with clients.
Robert runs Solomon Strategic, a firm he founded in 1999 to provide marketing counsel to advertising agencies, client companies, and individual marketing professionals. Trained as a direct marketer who embraced Digital early on, Robert is known for his expertise as a brand strategist and new business developer. He is an expert speaker and workshop leader who also is certified as an organizational and executive coach, particularly skilled in job search.
Robert has handled a wide range of consulting assignments, in both offline and online media, for more than a score of clients, including Ammirati Puris Lintas, Blitz, BoomBox, Brandmuscle, Chase Insurance, Cognitive Arts, Condé Nast, Digitas Health Lifebrands, Deep Focus, Draft Worldwide, Ferrara & Company, Initiative Media North America, PALAZZO | Investment Bankers, PCR, Procurian, R/GA, Saatchi & Saatchi X, Sotheby's, and Womenkind.
Robert previously was President of Direct and Interactive Marketing at Ammirati Puris Lintas, General Manager of FCB Direct West, and Senior Vice President of Bronner Slosberg Humphrey (now Digitas).
Robert lives in Napa, California with his wife Roberta, and with the world's best dogs, Alvin and Molly.
Solomon begins with the spectacular rise and subsequent decline of the foreign exchange value of the U.S. dollar in the 1980s. He covers the debt crisis of developing countries in the 1980s. He explores the shift from central planning to market economies in many countries in the 1990s and explains the origins, implications, and problems of the move to a single European currency. Solomon examines in detail the striking increase in the mobility of capital--paying particular attention to the costs and benefits for developing countries, and to the role of capital mobility in the Mexican crisis of 1994 and the Asian crisis that began in 1997. In the book's final chapter, Solomon provides an overview of the international monetary system and considers how it might evolve in the future. In this section, he focuses on the key subjects of balance-of-payments adjustments, supply of reserves, and stability. He also evaluates a variety of much-debated policy instruments, including inflation targeting, currency boards, target zones for exchange rates, free-floating exchange rates, the Tobin tax, macroeconomic policy coordination, and special drawings rights.
Throughout, Solomon relates developments in the international monetary system to macroeconomic conditions in the countries involved--arguing that it is impossible to understand one without understanding the other. As a clear, thorough, and unusually perceptive account of global finance and monetary economics in the late twentieth century, Money on the Move will be vital reading for economists, policymakers, and general readers.
Hey Whipple, Squeeze This has helped generations of young creatives make their mark in the field. From starting out and getting work, to building successful campaigns, you gain a real-world perspective on what it means to be great in a fast-moving, sometimes harsh industry. You'll learn how to tell brand stories and create brand experiences online and in traditional media outlets, and you'll learn more about the value of authenticity, simplicity, storytelling, and conflict.
Advertising is in the midst of a massive upheaval, and while creativity is still king, it's not nearly enough. This book is an essential resource for advertising professionals who need up-to-date digital skills to reach the modern consumer.Turn great ideas into successful campaignsWork effectively in all media channelsAvoid the kill shots that will sink any campaignProtect your workSucceed without selling out
Today's consumer has seen it all, and they're less likely than ever to even notice your masterpiece of art and copy, let alone internalize it. Your job is to craft a piece that rises out of the noise to make an impact. Hey Whipple, Squeeze This provides the knowledge to create impressive, compelling work.