Making the Tough New Business Decisions

Mark Goldstein, ceo, Fallon Worldwide, offers what he terms a "failsafe" way for agencies to generate new business in this 2004 4A's (the American Association of Advertising Agencies) speech.

Making the Tough New Business Decisions

Mark GoldsteinFallon Worldwide

Ok, the first thing I want to do is defuse the potential “asshole factor”. That's the feeling agency people get at the beginning of every speech by another agency guy.

“Oh, he's an asshole...

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