Joanne Davis

Gebundenes Buch

How to Get Your Agency to Run through Brick Walls... Without Paying More

Beschreibung

More than one trillion dollars are spent globally on advertising-a figure exceeding the GDP of 19 countries. Imagine the waste to companies and their stockholders when marketers aren't taught and do not know the basic skills of briefing, guiding, and motivating their agencies. Sadly, not enough organizations invest in ensuring that marketers can become better clients. Surprisingly, with one or two exceptions, there are no other books about how marketers can be better clients to their advertising agencies, but there are hundreds of books on how to start an agency, how to grow an agency, how to run an agency, how to start an internal agency, how to revamp an agency, how to win more new business, how agencies can be better, and many biographies and memoirs written by agency leaders, but shockingly, no books teach clients how to manage their agencies effectively. Given the high stakes of advertising expenditure, Joanne Davis' summary of what she teaches marketers and their procurement colleagues about managing, inspiring, and leading agencies- to get more out of their agency relationships without costing them more- is a must-read for any marketer or procurement executive who manages any variety of agency shops. While Joanne's book tackles a serious subject, it is designed to be a fun, instructional read. The book showcases "Client Bad Behavior" and "Client Good Behavior," as well as how the agency responds- despite their inner thoughts. Organized into three sections- Foundation of the Relationship, Inspiring Creativity, and Business Matters- the book addresses practical and problematic issues, highlighted by Joanne's straightforward advice. How to Get Your Agency to Run through Brick Walls offers advice on briefing agencies, providing feedback, timing, governance, and financial management. Her Glossary of Terms, or "Code Words and Ambiguous Phrases," is a brilliant addition that adds another layer of entertainment-and honesty-to the book. Her Afterword on "Agency Tricks and Tactics" also can't be missed! As a long-time senior advertising leader and brand builder, she has lived through hundreds of agency searches. When she started her company 20 years ago, she promised her clients (and herself) that she would correct the wrongs. From concepts like Can This Agency-Client Marriage Be Saved? to specific ideas on how to repair relationships, she has proven that while change may be constant, it doesn't have to break partnerships. Her book is designed to give real-life, inside-baseball examples and concise advice to time-starved marketers, procurement managers new to the advertising category, and agency leaders who want to teach their clients how to create a win. Joanne Davis' examples of good client behavior underscore how great marketers can encourage their agencies to -figuratively- run through brick walls, jump through hoops, and walk on hot coals for their clients without asking for more fees. This essential little volume should be a constant reference on the desk of every client and agency executive. It would undoubtedly improve relationships, save money, and produce better results.

Autor

Joanne Davis founded Joanne Davis Consulting, Inc. in 2000, became a partner in SCAN International in 2006, and is currently Co-CEO. The consulting firm specializes in agency models, marketing client and agency optimization, agency search and compensation management, and marketing coaching and training. Consulting clients include and have included many of the largest in the world: the U.S. Department of Defense, BMS, Dunkin', ExxonMobil, Ford Motor Company, IBM, Intel, Hilton Worldwide, Johnson & Johnson, Macy's, Microsoft, MillerCoors, Pfizer, Subway Restaurants and TD Bank. Earlier, she was acting CMO for the U.S. Department of Defense and started her career on the agency side, ultimately as an agency president and board member.A well-known speaker and writer, Joanne has spoken on four continents for organizations such as 4A's, ANA, IAA World Congress, Festival of Media, ISM, and the American Advertising Federation. She was invited to join the ANA faculty in 2004 and is also a member of their "Ask the Experts" advisors. She has coached thousands of marketing and procurement executives.In 2009, Joanne Davis Consulting was certified as a WMBE. Joanne's leadership and contributions to the industry are further underscored by her involvement with THE ADVERTISING CLUB. She served on the Executive Committee of the Board of Directors for 20 years, during which she also held the positions of President, Chair of the Foundation, and Nominating Committee Chair. Her efforts led to the success of many programs. Her influence was recognized when she was selected by Advertising Age as one of the '25 Women to Watch' in the first year of the awards program. She was also profiled by USA Today for her expertise in new business development.She lives in New York City and Miami Beach and has visited 100 countries.

Produktdetails

• Verlag: Internationalist Press
• Seitenzahl: 92
• Erscheinungstermin: 4. Oktober 2024
• Englisch
• Abmessung: 235mm x 157mm x 11mm
• Gewicht: 361g
• ISBN-13: 9798218527808
• Artikelnr.: 71991426