PDF file of Sarah Ritchie’s book, ‘How to Tango with a Tiger: a marketer’s guide to working with creative communications agencies’.
 
Kindle (USD$19.95) and paperback (USD$34.95) versions can be purchased from any Amazon store.
 
OVERVIEW
Winner of the Business: Marketing & Advertising category, 2020 International Book Awards.
 
Be the best client ever!
 
How to Tango with a Tiger is the #1 choice for anyone who purchases creative services from advertising, design, PR, experiential and media agencies; media owners; print companies and consultancies.
 
If you aim to build solid client/agency business partnerships; get the best creative output; engage consumers and drive growth, then this book is for you!
 
Packed with case studies, quotes from industry leaders, and over 200 essential topics to empower, enthuse, and educate. How to Tango with a Tiger covers the ‘what’, the ‘why’, AND the ‘how’ to help you foster brilliant, effective and productive relationships with your creative communications agencies.
 
Learn about the six key facets of working with agencies:
AGENCY LIFE: All about AgencyLand – and how to navigate it.
AGENCY LOVE: All about interacting with your agencies and how to get the best results.
ALL ABOUT YOU: All about helping you to be the best client you can be – covering topics that affect you personally.
MISSION CONTROL: All about the ‘paperwork’ – how to identify what needs to be done, and the best-practice ways of keeping it all under control.
NUTS & BOLTS: All about the technical side – how to understand production requirements, and demystify industry jargon.
THE FUN BITS: All about the execution – how to work with your agencies to bring projects and campaigns to life.
 
 
Sarah Ritchie shares her wealth of experience from a 25-year career in advertising and design agencies; plus insights from over 1,100 interviews with marketing and advertising professionals from 30 different countries.