When the first edition of Herbert Gardner's The Advertising Agency Business was published, it was heralded as the most comprehensive management guide to this dynamic, fast-changing business. The second edition established the book as the standard work on the subject. This newly revised edition by Eugene Hameroff continues that tradition. In twenty-eight short, easy-to-read chapters, you will find out how to:
Start an agency
Manage your agency profitably with key financial insights, including expert guidance on determining income and profit; allocating gross income, developing solid billing procedures; identifying key operating figures; developing timely, reliable financial reports for your agency and for your clients
Evaluate an agency
Structure ownership
Manage, develop, and evaluate personnel
Develop mutually beneficial relationships with clients and suppliers
Generate new business through aggressive lead generation knowledgeable assessment of client personnel blockbuster presentations
Drawing on more than a half century of experience in agency administration, finance, and general management, this all-new edition is the indispensable guide for every advertising professional and for anyone who wants to know more about successful advertising business practice.
Customer Reviews:
Avg. Customer Rating: 4.0 / 5.0
INFORMATIVE:
This book gives a good sense on how to handle agency finances. Alot of the concepts are along the lines of an Olgilvy book but this author breaks the contents down. The book is easy to understand and does not contain alot of big words that need to be looked up in order to understand the information being conveyed. Overall good buy.
very useful:
I bought this book when I was marcoms manager on the side of agency's largest client. I wanted to get an insight into how an agency operates, and this book was only partly useful. If I was managing director of an ad agency I would probably find it more directly usable. It gives a lot on the financial side of running an agency. I dont think the MD of my former agency has got one :)
Reality Check:
I read this and thought: what a reality check! Tons of people filter through agencies on their way to some other gig. But some people are staying in the agency world for good, in some capacity or another. They should all read this book.
There's not always one right answer as to how to run your agency, but there are, thankfully, some standard business practices and parameters, which are plainly described in this book.
I think it makes for a more balanced and effective agency.
This book was not written recently and many parts of it reflect that fact. It's pretty dated. It speaks mostly of the big agency world. If your already in that world, you might find the attention to accounting details helpful, as the author is clearly experienced and pays attention to dollar details. If your planning to start a small agency, (bootstrapping) you could do better than this book. If you're ready to seek funding then hire a big staff and go after Johnson and Johnson, this might have some info... more info
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