With brevity, levity, and clarity, Robert Solomon, a well-respected advertising executive, has written a definitive
and practical resource for advertising and marketing account executives. Writers, planners, researchers, and production
supervisors will benefit as well from his down-to-earth advice on the care and feeding of the advertising client.
Account management is more art than science, requiring a wide-ranging arsenal of talents and skills. At times acting
as psychologist, orchestra conductor, or lion tamer, the advertising account executive must be creative and versatile
enough to develop top-notch strategy, and also graceful enough to nag, persuade, rebuff, and inform-all in a constructive
way. Distilling decades of experience, Solomon has compiled a fast-reading, actionable checklist of 54 essential
ideas to help advertising professionals merge all these account management skills. The Art of Client Service is
geared to the entire account team: writer, art director, planner, researcher, media executive, producer, and support
staff-anyone who works with clients. Each of Solomon's 54 tips deals with a specific issue that an account manager
will undoubtedly encounter when dealing with a client. The answers and insights Solomon provides are grounded with
wit, common sense, and the wisdom that comes from years of hands-on experience.
Readers will learn:
The prescriptions for great account work
The steps to take at the start of any assignment
How to write a strategy brief
What makes great creative
Do's and don'ts in client presentations
The elements of a good meeting
How to "package" themselves Also included is a well-edited, annotated, and definitive reading list
for agency account executives.