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Agency: Starting a Creative Firm in the Age of Digital Marketing (Advertising Ag
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eBay item number:285548658614
Item specifics
- Condition
- Brand New: A new, unread, unused book in perfect condition with no missing or damaged pages. See all condition definitionsopens in a new window or tab
- Artist
- Rick Webb
- ISBN
- 9781137279866
About this product
Product Identifiers
Publisher
Palgrave Macmillan
ISBN-10
1137279869
ISBN-13
9781137279866
eBay Product ID (ePID)
203391277
Product Key Features
Book Title
Agency : Starting a Creative Firm in the Age of Digital Marketing
Number of Pages
IX, 341 Pages
Language
English
Publication Year
2015
Topic
Marketing / General, Entrepreneurship, E-Commerce / Internet Marketing, New Business Enterprises, Small Business, Advertising & Promotion
Illustrator
Yes
Genre
Business & Economics
Book Series
Advertising Age Ser.
Format
Hardcover
Dimensions
Item Height
1.2 in
Item Weight
23.6 Oz
Item Length
9.2 in
Item Width
6 in
Additional Product Features
Intended Audience
Trade
LCCN
2014-024464
Dewey Edition
23
Reviews
"Agency is full of incredibly valuable insights and advice for startups of all kinds, delivered with candor, humor, and wisdom." - Allison Arden, VP Publisher, Advertising Age, and author of The Book of Doing "This is not just a book. It's the playbook I wish I had when I started my company. It's the motivating nudge that recharges my reserves of inspiration. It's the real talk, often humorously delivered, that so many of us creative entrepreneurs need. Thank you, Rick, for the best PSA I've ever encountered." - Baratunde Thurston, CEO and Co-Founder, Cultivated Wit and Co-host, TakePart Live on Pivot TV "Rick Webb has written the ultimate keep-it-in-the-top-drawer-of-your-desk, straight-talking, 'every single thing you could possibly want to know' guide to starting, running, growing, and selling your own creative agency. It doesn't get any more helpful, practical and down-to-earth than this. Rick's delivers actionable pragmatism while also challenging readers to think differently about the business they do. As the saying goes, you need to know the rules to break them. I hope Rick's highly enjoyable read inspires as many people as possible to do their own thing in our industry, in a way that changes it for the better for everyone." - Cindy Gallop, Founder and CEO, IfWeRanTheWorld/MakeLoveNotPorn "Since Confessions of an Advertising Man was first published, it has been considered the definitive book on advertising. Now at last there's a book for the digital age to challenge it. Rick Webb's Agency is the book David Ogilvy might have written if he were alive today. It's a must read for anyone who is a practitioner or student of marketing communications." - Rick Boyko, Former Co-President/CCO Ogilvy North America, Director, VCU Brandcenter "Agency should be required reading for everyone in the business of helping clients achieve their goals with words, pictures, and ideas. Rick Webb is a font of practical advice based on his experience founding and growing one of the most successful next generation agencies around. Whether you're just starting out or trying to drag your old school shop into the 21st Century, this is the book for you." - Steve Hayden, Vice Chairman and Former Chief Creative Officer, Ogilvy & Mather Worldwide, " Agency is full of incredibly valuable insights and advice for startups of all kinds, delivered with candor, humor, and wisdom." - Allison Arden, VP Publisher, Advertising Age, and author of The Book of Doing "This is not just a book. It's the playbook I wish I had when I started my company. It's the motivating nudge that recharges my reserves of inspiration. It's the real talk, often humorously delivered, that so many of us creative entrepreneurs need. Thank you, Rick, for the best PSA I've ever encountered." - Baratunde Thurston, CEO and Co-Founder, Cultivated Wit and Co-host, TakePart Live on Pivot TV "Rick Webb has written the ultimate keep-it-in-the-top-drawer-of-your-desk, straight-talking, 'every single thing you could possibly want to know' guide to starting, running, growing, and selling your own creative agency. It doesn't get any more helpful, practical and down-to-earth than this. Rick's delivers actionable pragmatism while also challenging readers to think differently about the business they do. As the saying goes, you need to know the rules to break them. I hope Rick's highly enjoyable read inspires as many people as possible to do their own thing in our industry, in a way that changes it for the better for everyone." - Cindy Gallop, Founder and CEO, IfWeRanTheWorld/MakeLoveNotPorn "Since Confessions of an Advertising Man was first published, it has been considered the definitive book on advertising. Now-at last-there's a book for the digital age to challenge it. Rick Webb's Agency is the book David Ogilvy might have written if he were alive today. It's a must read for anyone who is a practitioner or student of marketing communications." - Rick Boyko, Former Co-President/CCO Ogilvy North America, Director, VCU Brandcenter " Agency should be required reading for everyone in the business of helping clients achieve their goals with words, pictures, and ideas. Rick Webb is a font of practical advice based on his experience founding and growing one of the most successful next generation agencies around. Whether you're just starting out or trying to drag your old school shop into the 21st Century, this is the book for you." - Steve Hayden, Vice Chairman and Former Chief Creative Officer, Ogilvy & Mather Worldwide
Number of Volumes
1 vol.
Dewey Decimal
659.1068/1
Table Of Content
Introduction PART I: CULTURE AND VISION 1. Why am I Doing This? 2. The Vision 3. The Value Proposition of Culture 4. Culture and Vision 5. Communication PART II: THE WORK 6. What is Good? 7. Ideas 8. Process 9. Working for Other Agencies 10. Pro Bono Work PART III: NEW BUSINESS 11. The Basics 12. The Emotional 13. The Pitch 14. The Rational PART IV: THE PEOPLE 15. On Partners and Partnership 16. The Team 17. Employee Retention 18. Employee Departures PART V: MONEY 19. Bootstrapping 20. 'I want to get rich' 21. On Growth 22. Banks and Funding PART VI: OPERATIONS 23. Starting up 24. How Much to Charge? 25. SOWs, MSAs, and In-Pros 26. Tracking Time 27. Billing, Collections & Cash Flow 28. Working with Vendors 29. Employee Expenses PART VII: WHAT'S NEXT? 30. Expanding Beyond Your Core 31. How Much is My Company worth? 32. Creating a Product in Your Service Firm 33. Working for Startups 34. Case Studies of Startups within an Agency 35. Getting Acquired 36. The Fear
Synopsis
As large agencies have struggled to adapt to the digital age, they have come to rely on these freelancers and specialists. These specialists have begun forming shops of their own - the new modern version of the agency. Increased marketing fragmentation and brand's need for specialists means that the time has never been better for a freelancers or niche service providers to build their own small firms. All they're missing is the guidance they need to find their footing.While specialist agencies and freelancers are highly skilled, most have a lot to learn about the mechanics of starting and running an agency. Many of these specialists come from a different background than those who traditionally started agencies: they come from the internet, not the ad world. In Agency, Rick Webb provides a comprehensive guidebook - giving readers the knowledge, strategies, and understanding they'll need to make the exciting transition into a modern creative services firm. Drawing from his experience running his own digital ad agency and working with countless innovative tech start-ups, Webb focuses not just on how to get started, but how to survive in a competitive marketplace. This is a hands-on master class in everything that the agency manager needs to know. From understanding small business banking, to deciding how to price a job and manage procurement, to winning new business, Agency provides everything from basic business and leadership skills to insider tips and industry information. Webb outlines the shape of the ecosystem in which new agencies will be finding their place. Packed with personal anecdotes from his time starting and running the highly successful Barbarian Group, Webb provides practical techniques for building an agile company.Modern agency upstarts need a different sort of education, and Agency provides a remarkable crash course., This book is for young startups and entrepreneurs in the advertising, marketing, and digital services space. It's an A-to-Z guide for young advertising firms, full of advice that ranges from getting funding to how to value the company and sell it to how to hire your first employee.
LC Classification Number
HF5410-5417.5
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