AUCKLAND, Today: Kiwi author and client/agency specialist Sarah Ritchie has published her latest book, How to Tango with a Tiger: a marketer’s guide to working with creative communications agencies, produced in conjunction with the Australian Association of National Advertisers (AANA).
Ritchie says: “Tiger is a one-of-a-kind book about building successful creative partnerships. One of the top two influencers of brand performance is creative effectiveness – a fact that is often forgotten in a world where customer audiences get bombarded with an increasing number of brand messages.
“Enduring and robust client/agency partnerships can drive high-performance creative and the efficacy of a company’s media mix. The trick is knowing how to build those successful agency relationships in the first place.”
How to Tango with a Tiger is a follow-up to Ritchie’s award-winning debut book How to Wrestle an Octopus: an agency account manager’s guide to pretty much everything, which took home a bronze medal in the 2019 Axiom Business Book Awards (USA).
Ritchie joined previous Axiom medallist, Michael Farmer (Madison Avenue Manslaughter), in having an agency-specific book recognised by the prestigious awards.
How to Tango with a Tiger is a companion book to Octopus and covers everything a marketer needs to know about working with their agencies. It’s a massive 580 pages in length comprising of 200 different topics.
Ritchie: “Tiger focuses on all the components required to build a strong client/agency partnership, which leads to strong agency output, which equals engaged consumers, which equals growth – which is what every marketer wants, right?
“In our industry we have precious few professional development opportunities for marketers and agencies – at any level in their career. Tiger provides an opportunity for both training and up-skilling, and a desperately-needed best-practice manual for individuals and teams alike.”
Designed to cover the breadth of the creative communications industry (advertising, design, PR, experiential, media, and print), Tiger is a culmination of over 1100 interviews with marketers and agency folk from 30 different countries.
How to Tango with a Tiger and How to Wrestle an Octopus are available for purchase and delivery within New Zealand and Australia via AM-Insider.com, and available internationally (paperback and Kindle) from Amazon.
Tiger costs US$34.95 (NZ$54.53).
About Sarah Ritchie
As well as writing, Ritchie is also the founder of AM-Insider.com, a business and recruitment consultant, and a trainer. She has been immersed in the advertising and design world for over 25 years, including 10 years as the director of a successful design business. These days she specialises in strengthening agencies, marketers and business partnerships.
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