ABSTRACT

The account handler is a key person within an advertising agency, liaising between the client on the outside and the planning, creative and media function within. This book presents essential checklists for each aspect of the planner’s role: presentations made to clients, briefing creative and media teams, and helping to get the best out of both client and agency.

chapter 1|2 pages

Introduction

part I|35 pages

Account handling

chapter 2|12 pages

It’s an ad world

chapter 3|7 pages

What flavour is account handling?

chapter 4|14 pages

How to master the everyday detail

part II|72 pages

Creating campaigns

chapter 5|11 pages

Getting into gear

chapter 6|10 pages

The big media decision

chapter 7|11 pages

Putting the brief in

chapter 8|5 pages

How to help your creative team

chapter 9|9 pages

What’s the big idea?

chapter 10|5 pages

Sell, sell, sell

chapter 11|6 pages

Buy, buy, buy

chapter 12|9 pages

Into production

chapter 13|4 pages

Will it do the job?

part III|60 pages

The rest

chapter 14|6 pages

How to support the campaign

chapter 15|9 pages

Amazing clients

chapter 16|5 pages

How to use the agency systems

chapter 17|9 pages

Managing money and politics

chapter 18|7 pages

How to handle meetings

chapter 19|11 pages

Winning more business

chapter 20|5 pages

For advertisers only

chapter 21|3 pages

Our acceptable face

chapter 22|4 pages

Getting better all the time

chapter 23|7 pages

101 handy definitions