• Six Tricks for Creating Brand-Building, Sales-Ripping Creative Briefs by Steve McNamara
  Want to make your ads more effective? Project a stronger brand personality? In this follow-up to a MarketingProfs Classic—and one of our most popular articles ever—the author shares his experiences from some of the world's leading ad agencies. In his ...
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• Electronic vs. Print: The Evolution of the Company Newsletter (Part 2 of 2) by Elaine Fogel
  No communication platform has been embraced more than the simple, but effective, newsletter. What sets a great newsletter apart from simply a good newsletter? Last week, we looked at the strategy behind a solid newsletter, its title, and its content. ...
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• 10 Golden Rules for Getting Great Work From a Design Agency by Mary Enderle
  Building and maintaining a trusting relationship with your agency is key to project success. Many relationships with agencies fail because clients treat them like vendors instead of partners. They don't value agency advice when they really need to get a ...
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• Make Mountain Offers out of Molehill Promises by Jonathan Kranz
  Chances are that when engineers propose a new car model, they don't fail to include an engine in their designs. Unfortunately, that's not true of many B2B marketers and their direct marketing strategies. Too many creative briefs have a great ...
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• SWOT Team: Give Us Your Tired, Your Poor, Your Huddled Masses (and Your Bored) by Hank Stroll
  nly one in three of you are passionate about your jobs and companies. What advice do you have for helping the other two-thirds of employees wake up and get their groove back? Also this week, read your answers to: How ...
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• Dear Tig: Brand Loyalty In One-Off Purchases, Response Rates for B2B Telemarketing, and How Do You Write a Creative Brief? by Tig Tillinghast
  his week, a hat trick from Tig as he talks up the importance of brand loyalty, even in one-time purchases; gives response rates for B2B telemarketing; and tells how to write an effective creative brief.
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• 11 Ways to Maximize Your Agency’s Value by Jay Bower
  Want to maximize your ROI? Then understand that it is AFTER your search is completed that the hard work begins. And know that the best relationships with agencies are true partnerships. Here are 11 suggestions from the front lines.
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• How to Write an Award-Winning, Sales-Kicking Creative Brief  by Steve McNamara
  A creative brief is like a road map. But most briefs are simply a list of questions. That's not the way to do it. Want some new, better fitting briefs?
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• Like a Virgin
  David Tyreman begins World Famous: How to Give Your Business a Kick-Ass Brand Identity with this quote from the late Jerry Garcia: "Success isn't about being perceived as the best ...
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• When Problems Arise, Go to the Spot
  In an article at the New York Times website, Michelle Maynard tells the story of Akio Toyoda's secret visit to an Ann Arbor, Michigan, car dealership. The grandson of Toyota's ...
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