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WHY WRITE THIS BOOK? I spent the first 10 years of my career working in Brand Management. I loved working with the Agency and it was not surprising that I spent the next 10 years working in Account Management at a major multinational Agency. I had been a "buyer" and now I became a "seller" of Ideas. Over the last ten years I have worked as a Consultant, doing both training and live projects. I have been able to work with over a hundred Advertisers, Ad and Media Agencies and Digital shops in more than 15 countries. As I worked with different types of Clients, and as I observed the Industry, it became very clear to me that things were not well. Advertisers complained about Agencies, Agencies complained about Clients. Business as usual was not working. Clients in particular kept coming back to three things: Most Agencies are doing mediocre work, they do it slowly and they are expensive. This is a very serious accusation. Working with Agencies I came to see that these problems were caused not only by a business model that has slowly become obsolete, but also by a myriad of little things that can be fixed. This book is written to help Agencies do BETTER work, and to do it FASTER and CHEAPER. I have tried to identify 102 things that an Agency might want to think about. Some items can be easily addressed. Others will require bigger changes. And some others might help spark a healthy debate about how things are done today and how they might be done differently tomorrow. I hope that this book will provide the reader with lots of food for thought, and with a few actionable nuggets that will make a positive impact on his business.