COMM 2384

CLIENT MANAGEMENT

Group Discussion 3:

BRANDBOX “Leadership in Creative Industries”

Learning objectives

1. Construct strategies that build long and

successful agency/ client relationships.

2. Identify and critique leadership and

management methodologies and

practices in the industry.

3. Demonstrate professional skills required

for effective advertising client and

account management.

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Agenda

•Discuss Leadership in the creative industry:

video in combination with Solomon’s book.

•Suggest essay topics.

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Brandbox

1.Brand Identity System

2.Creative Advertising

3.Marketing Materials

4.Point of Sales (P.O.S) | Point

of Purchase (P.O.P)

5.Packaging Design

6.Retail Branding

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Brandbox core values

• C.R.E.A.T.I.V.E.S (part1 5:20’)

• http://www.youtube.com/watch?v=EGSeKgsg06Y&list=PLffF0z7scp3z

U7MjjW0ezhzAMfERVljir&index=4

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Collaboration

Adaptation

Vision

Relationship

Trust

Extra

Enthusiasm

Innovation

Surprise

Leadership Attributes (par2)

•Vision

• Interpersonal

•Process management

•Communication

•Responsibility

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Activity 1: Leadership in Creative Industry

Ch19 “Respect What it Takes to Do Great Creative”

•G1: -Why was the client loved by the agency’s staff?

–What Brandbox’s core values or leadership

attributes are closest to “Respect”?

•G2: What Brandbox’s core values or leadership

attributes do you see in the reading? Examples?

•G3: What skills did Solomon need to improve

creative people’s work?

•G4: What essay topics would you suggest after this

reading? Suggest essay structure.

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Activity 2: Art of working with Clients http://www.youtube.com/watch?v=4NjKv78oDCk&list=PLffF0z7scp3zU7

MjjW0ezhzAMfERVljir&index=2 (part 3; 3:10’)

CARES:

• Compliment

• Asking questions

• Referral

• Education

• Startle

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Activity 2: Art of working with Clients

CARES:

• Compliment

• Asking questions:

–G1: Why the Client was disappointed?

–G2: What was the lesson? How could he improve?

• Referral: G3-What benefits does keeping ex-client

provide?

• Education: G4-Educating client is challenging,

why? How to do it?

• Startle

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Next Class: Client Acquisition

• Groups to be assigned topics

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