Product Description

How to Get the Best Creative Work from Your Agency: Advertising, Interactive, and other Marketing Communications, fifth edition

Since publication of the first edition of Nancy Salz’s classic guide, thousands of marketers like you have gained the insights and skills to work most productively with their agencies to get the best advertising, direct response, promotion, and other marketing communications faster, with fewer hassles and often at less cost.

Now this invaluable book has been extensively revised, especially in the interactive media: Web sites, Web advertising, and other interactive communications.

You’ll discover how to . . .

• Consistently get your agency’s best work

• Quickly build a collaborative relationship with your agency team by using Salz’s seven-step process

• Lead and motivate your agency at every step of the development process

• Avoid mistakes that can hinder team productivity

• Smooth out an occasionally (or frequently) rough relationship

Make sure the time and money you spend with your agency gets you the best. This popular resource provides the guidance that brand, marketing and communications managers, entrepreneurs, and anyone involved with external creative resources need for success.

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Product Details

• Amazon Sales Rank: #1092805 in Books
• Published on: 2005-04-27
• Original language: English
• Number of items: 1
• Binding: Paperback
• 228 pages

Review
"This classic should be on every brand managers reading list." -- F. Kent Mitchel, Former Chairman, Marketing Science Institute, March 29,2006

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Customer Reviews

Exceptionally Helpful
This book helped me so much with all my agencies. I'm an assistant brand manager at a big company in NJ, and everyone I speak with has a different way to manage the agency. Some say "beat 'em up." Others say "stroke them." Salz says "here's the challenges you face; here's where they're coming from; here's what can go wrong; here's how you fix it; here's how you make things go right from the start of a project until it ends." That's just what I needed. I really loved the quotes from managers at other companies and from agency people. I recommend
this book highly.