Titlebook: Agency; Starting a Creative Rick Webb Book 2015Latest edition Palgrave Macmillan, a division of Nature America Inc. 2015 Advertising.brand

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OECD Tax Relief and Compliance EnhancementWe now turn to the work at hand, the work that your firm will be doing for your clients. Your ..

NAIVE

Global Human Migration: An Overview,In no industry will you find so much talk about ideas. The power of ideas. The importance of ideas. The . of ideas. But before too long, you’ll realize that, at its core, an eternal debate permeates the advertising industry. Is it the idea? Or the execution. Witness the following quotes:

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Global Human Migration: An Overview,Before you get too far along in your company, you’re going to have to think about process.

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Border Sightseeing and Cross-Border TourismThere will come a time when every shop such as yours is given the opportunity to do some pro bono work. This is work, typically (but not always) for a nonprofit organization, that you do at a reduced rate or without charge.

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Cross-Border Behaviors as GamesThis is the immutable truth: the work you have already done is 90 percent of your new business effort. Every marketer looking to hire a company like yours should want good work, and ignoring the past work of a company would be, to put it mildly, idiotic. This should go without saying.

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Michael Kyriakides,Fryni FournariThis is where we focus on the nuts and bolts of sales for a services company, and develop a library of tools and tactics that allow us to routinely win new business.

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IntroductionAgency. Services firm. Creative services. Consultancy. Studio. So many different terms that all come to the same point: you are growing your craft into something larger than you.

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Why am I Doing This?Why do you want to start an agency?

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The VisionBefore you get started running your business out in the big, cold world, you need to know what your company stands for. This is not an academic exercise. Doing this right can have a profound impact on your business as it grows. Doing it poorly—or not doing it all—can have a wildly detrimental impact on your company.

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The Value Proposition of CultureYour company is going to have a culture one way or another. Your company may develop a culture of fear, paranoia, and political infighting, or it may develop a culture of mutual trust, productivity, and fulfillment. While you cannot dictate the culture of your company, you have massive influence over the direction in which it progresses.