How to Get the Best Advertising from Your Agency: The Guide to Quickly Building a Productive Team

by Nancy L. Salz

Managers who know how to build a team relationship with the creative and account people at their agencies get more effective advertising--and therefore, bigger sales. This classic guide to working... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 078630264X
• ISBN13: 9780786302642
• Release Date: January 1994
• Publisher: Irwin Professional Publishing
• Length: 201 Pages
• Weight: 0.95 lbs.
• Dimensions: 0.8" x 6.3" x 9.2"

Customer Reviews

Brilliant! Amazing how it described our day-to-day concerns.

I read this book because a former colleague recommended it. We were having problems dealing with our advertising agency--especially its creative people. My company would make what looked like a simple request, but we just could not get the results we wanted or expected. It's simply uncanny how accurately Ms. Salz describes the advertiser-agency relationship as my company has learned to understand it! For awhile, her book became required reading for everyone in our advertising dept. "Our people" have a new-found respect for "their people," and the agency is already sending us work of a quality we had only dreamed of before.

Really, really helpful and a quick, fascinating read

My agency AE gave me this book so I was skeptical about it, to say the least. But I have found it enormously helpful. Salz just demystifies the whole marketer-agency relationship. I especially loved the quotes from people on both the agency and marketer sides of the business telling the truth about what they want and need from the other members of the team. Salz explains what challenges I face and how to meet them as I go through the steps of developing an ad. Now I know what to do to motivate my agency people. How to critique advertising. And I know what not to do, too. I found the book invaluable and recommend it highly to anyone who's new to working with an agency. Or people who want to know how to get their agency teams to do the best work for them.