与机构共事：内幕指南/WORKING WITH AGENCIES - AN INSIDERS GUIDE
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作者： Michael Sims 著
出 版 社： John Wiley & Sons
出版时间： 2005-12-1字数：版次： 1页数： 203印刷时间： 2005/12/01开本：印次：纸张： 胶版纸I S B N ： 9780470024614包装： 精装内容简介
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.
目录
INTRODUCTION
1 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 Together
5 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/Distribution
3 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 Feedback
4 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 Briefing
5 CHAMPIONING THE CREATIVE PRODUCT
6 SMOTHING THE WAY FOR EFFECTIVE CAMPAIGNS
7 TAKING CARE OF THE FINANCES OF THE PELATIONSHIP
8 DEVELOPING A LONG-TERM RELATIONHSHIP
EPILOGUE
REFERENCES
USEFUL INFORMATION SOURCES
ABOT THE AUTHOR
INDEX
