Successful new business for advertising agencies
With insights, practical tips and helpful checklists
Short description
Mandatory reading for agencies and lone fighters - for anyone making a living in the communications industry. New business expert Heiko Burrack sheds light on the scene with his new book, lifting the veil of "new business".
What is the truth behind "cost cruncher" procurement? Which factors are crucial in budget allocation? The author delves into the most frequent errors involved in account acquisition and provides deep insights into previously sealed areas. From positioning through contacting to the final pitch presentation, this book illustrates a fresh approach to "new business". Successful new business relies less on creativity than on services that need to be sold.
With practical tips and helpful checklists, the reader learns to see through the eyes of his clients. After all, those who want to win pitches also need to understand their potential clients' procurement process.
About the author
Heiko Burrack, MBA, has been advising agencies and advertising companies for several years on strategic and operative questions related to the successful acquisition of new customers. He previously worked as a key account manager in renowned advertising agencies for national and international clients.
Recensions and events (all Links are in German):
Was zum Hören: Neukundenpodcast von Thomas Kilian zum Thema NB für Agenturen
Rezension von Thomas Kilian (Neukunden-Magnet)
Buchtipp von Bernd Zipper in Beyond-Print
Ausführliche Rezension von Knut O.E. Pankrath
Buchblitz von Knut O.E. Pankrath
BME Thementag "Einkauf von Agenturleistungen" am 28.04. 2010 in Frankfurt
Rezension aus new business, Ausgabe 38 September 2009
Rezension aus DDV Dialog November 2009
Rezension aus Marketing-Blog.Biz
Rezension aus DesignerInAction.de
Rezension der Berliner Agentur loveto
Rezension bei mittelstandscoach.de
Rezension aus Beschaffung aktuell
20.01.2010 - Veranstaltung im Marketing Club Frankfurt
01.02.2010 - Veranstaltung im Marketing Club Köln/Bonn
29.04.2010 - Bericht über die Podiumsdiskussion des Marketing Clubs Köln-Bonn im MC-Magazin
12.06.2010 - Veranstaltung mit dem Marketing Club München
19.04.2010 - Veranstaltung mit dem Marketing Club Stuttgart
Interview mit Heiko Burrack in werbeartikel-nachrichten.com
Interview aus Werbeblogger.de
Experten-Tipp aus Horizont, Ausgabe 40 2009