与机构共事

出版时间：2005-12  出版社：John Wiley & Sons  作者：Sims, Michael  页数：203  

内容概要

　　Change is afoot in the nature of the relationships between creative agencies and their clients. On one hand, clients are becoming more experienced and demanding; on the other agencies are increasingly polarized between the big consolidated groups and smaller independents. Yet as more organizations than ever seek like–minded business partners and more agencies throw off the historic mantle of creative aloofness, so a new potential for collaboration between them grows. 　　Working with Agencies has been written for marketers in client organizations who want to refine their skills in the key areas of selecting an agency, briefing creative work, creative evaluation and developing campaigns together. Mike Sims explores the partnership from both sides, stressing that even the most creative products require a logical approach to communication, and shows how clients can ensure that their relationships deliver synergy, campaign efficiencies and a strong market presence. 　　In a new landscape the basics of productive cooperation remain: knowledge, trust and a sense of collaborative adventure. This book reveals the inside secrets of how to achieve all three in your own agency relationships – and reap the rewards.

书籍目录

INTRODUCTION1 ACKNOWLEDGEMENTS　AGENCIES: CAN'T LIVE WITH THEM, CAN'T LIVE　WITHOUT THEM　Understanding What you Want from an Agency　Understanding the Nature of your Organization　The Collaborative Spirit: The Essential Ingredient　Starting off: on the Right Foot　Ensuring that the New Team Works Well Together5 HOW AN AGENCY WORKS BEHIND THE SCENES　Understanding how an Agency is Structured　　Client Services　　Senior Management　　Account Planning　　The Creative Team　　Media/Data　　Creative Services　　Artwork Studio/Digital Production　　Finance　Understanding the Creative Development Process　　Strategic Planning　　Campaign and Creative Briefings　　Concept Development　　Concept Execution　　Production/Distribution3 SELECTING AN AGENCY　Preparation Before an Agency Review　Working with Third-Party Specialists　Guidelines on Agency Search and Selection　Meeting the Agency Face-to-Face　Post-Pitch Feedback4 BRIEFING AN AGENCY　The Value of the Briefing Process　The Role of the Different Briefing Stages　The Key Elements to the Brief　Four Principles for a Good Brief　　Understanding the Brand　　Achieving Clarity　　Maintaining Focus　　Creating Surprise　The Hotspots of the Brief　　The Objective of the Communications　　The Customers　　The Proposition and Support　Developing a Challenging Communications Proposition　Creating an Inspiring Briefing5 CHAMPIONING THE CREATIVE PRODUCT6 SMOTHING THE WAY FOR EFFECTIVE CAMPAIGNS7 TAKING CARE OF THE FINANCES OF THE PELATIONSHIP8 DEVELOPING A LONG-TERM RELATIONHSHIPEPILOGUEREFERENCESUSEFUL INFORMATION SOURCESABOT THE AUTHORINDEX