Advertising Client Strategies: Industry Leaders on Creating a Culture of Service, Maintaining a Competitive Advantage, and Securing Customer Loyalty (Inside the Minds)

Advertising Client Strategies is an authoritative, insiders perspective on the ins and outs of this dynamic industry and the strategic thinking behind leading an advertising agency. Featuring Presidents and CEOs representing some of the nations leading advertising agen-cies, this book provides a broad, yet comprehensive overview of the triumphs and challenges of providing client service in the advertising industry. Emphasizing the need for obtaining and incorporating client feedback into agency operations, authors articulate the finer points of an industry driven by the ability to effectively understand and achieve a client's ultimate goals. From the key steps to establishing a positive client relationship to the benefits of ensuring client longevity, these authorities offer practical and adaptable strategies for building a successful team and developing a reputation in the marketplace. The different niches represented and the breadth of perspectives presented enable readers to get inside some of the great strategic minds of today, as experts offer an insiders glimpse into this highly rewarding, service-based industry. Inside the Minds provides readers with proven business intelligence from C-Level executives (Chairman, CEO, CFO, CMO, Partner) from the worlds most respected companies nationwide, rather than third-party accounts from unknown authors and analysts. Each chapter is comparable to an essay/thought leadership piece and is a future-oriented look at where an industry, profession, or topic is headed and the most important issues for the future. Through an exhaustive selection process, each author was hand-picked by the Inside the Minds editorial board to author a chapter for this book. Chapters Include: 1. Tom Hollerbach, President, Trahan, Burden & Charles Inc. (TBC) - ""The Agency Business From the Perspective of a CEO at Both an Independent and Multi-National Agency"" 2. Scott D. Cotherman, Chief Executive Officer, Corbett Accel Healthcare Group, an Omnicom Group Company - ""Lead Change or Die: The New Prescription For Todays Contemporary Agency Leader"" 3. Michael Emoff, Chairman and Chief Executive Officer, Shumsky Promotional Agency - ""Creating Successful Leadership Plans"" 4. Maureen Hall, Chief Executive Officer, Woodbine - ""Developing a Brand Soul"" 5. Ian J. Karnell, Chief Executive Officer, One to One Interactive - ""One to One Client Strategies"" 6. Fay Ferguson, Co-Chief Executive Officer, Burrell Communications Group - ""The People Side of Advertising"" 7. Carroll Ray, President, TR Design - ""Building an Agency on a Foundation of Service