Street Tricks by Phil Waggoner, published by Outskirts Press

Street Tricks

As the MAD MEN period was winding down, mine was just beginning.

by Phil Waggoner

Street Tricks

As the MAD MEN period was winding down, mine was just beginning.

by Phil Waggoner

Published Jul 29, 2022
308 Pages
5.5 x 8.5 Black & White Dust-Jacketed Hardback
Genre: BUSINESS & ECONOMICS / Advertising & Promotion

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Book Details

Grab the Client by the Heart and Don't Let Go.

STREET TRICKS is about lessons learned, experiences had, processes used, and relationships built from an advertising agency professional who has been there at street level for a long time ... still is.

It's about coming to understand we first need to help clients grow super-strong brands; that's what we're paid to do, and we'll show you how we do it. It takes discipline, process, talent, lots of energy, and street-level aspiration and attitude to get it done.

Second, STREET TRICKS is about growing relationships, relationships stronger than the brands themselves. That's what lasts. Genuine relationships are built when both sides trust each other. Both sides work hard at winning. Both sides have a genuine desire for the other side to succeed. If that's not there, there is no relationship; there is no success.

Chase the money? We don't think so. Do the work; the money will come. But it will pass. Relationships last. Great clients, great friendships, and great work make great things happen. STREET TRICKS shows you one way to get it done. Work hard, never lie, genuinely care, become friends. That's how it's done. Grab your client's heart, and don't let go.

About the Author

Phil Waggoner

Waggoner's agency career at Carmichael Lynch in Minneapolis began in 1974 as a Junior Account Executive. He grew to become a Senior Partner while working on brands like Schwinn (bicycles), Avia (athletic shoes), Big Sky, Montana, Winnebago, Polaris, Rollerblade, Mack Trucks, National Car Rental, and Zebco (fishing tackle), to name a few. But his primary account for most of those years was Harley-Davidson. In 1997, he sold his stake in CL. He and his wife Bev moved to South Carolina. In Charleston, 2005, he partnered with son Brady, Tom Jeffrey, and daughter-in-law Jennifer Sousa Waggoner to form HOOK, LLC. A few years later, HOOK was named Small Agency of the Year for the Southeast and has been going strong ever since.