You are a great designer, but no one knows you. Now what?
By directly confronting the burning question 'How do you win work?', this new edition of Jan Knikker's bestselling book addresses the key purpose of architects investing time and effort in public relations and marketing.
Updated with key additions on AI, managing cultural and ideological differences and four brand new case studies, this narrative simultaneously informs and excites, making marketing accessible and compelling for all architects regardless of sector and practice size.
Written by one of the most influential and perceptive voices in business development, Jan Knikker, Partner for Strategy and Development at MVRDV draws on over 20 years' experience at the forefront of global practice at MVRDV and OMA, shaping their public images and business strategies. Bridging the distance between architects and marketing, he provides practical tips and best practice guidance, ranging from strategic business plans to the nuts and bolts of writing press releases and fee proposals.
Successful PR has to be more than skin deep. It needs to rest on strong and stable foundations. Knikker emphasises the importance of nurturing a creative and innovative practice culture, which also invests in core values, such as being a good employer and professional ethics. The result of extensive research, Knikker draws on fresh insights and approaches from a wide range of architects in the UK and internationally.
Table of Contents:
Foreword: dispatch from the ‘dark side’About the author 1. How we are supposed to work for free 2. We can do better 3. To specialise or not to specialise? 4. Marketing: a dirty word in architectural circles 5. Mission and vision 6. Branding and company culture **PUBLIC RELATIONS ** 1. ‘If I was down to my last dollar, I would spend it on PR’ 7.1 Writing a marketing strategy 1. The office is your business card 2. Your website: your online shop window 3. Your work amid a changing media landscape 10.1 Print media 10.2 Online media 10.3 Social media 10.4 Television 10.5 Vlogs and podcasts 10.6 Crisis communication and the outreach that might prevent it 10.7 Other media 10.8 Using written AI 1. Lectures 2. Awards 3. Your product in the picture 13.1 The drawing 13.2 The render 13.2.1 AI in images 13.3 Collages and hand drawings 13.4 Talking to clients: the project text and the press release 13.5 The model 1. The built project 2. The project book 3. Exhibitions 4.Prioritising **BUSINESS DEVELOPMENT ** 1. Business development, the direct way to win new work 2.Client relationships: a personal ‘click’ or a financial agreement? 19.1 Managing cultural and ideological differences 1. Who is your client and how do you approach them? 2. Just do it 3. Going abroad 4. Fairs 5. How to calculate a fee 6. Contracts: managing risks and keeping promises 7. It’s not easy being green 8. The pitch 9. Broadening your portfolio 10. Planning workflow 11. Collaborations 12. Learning from others 13. Styles 14. Ethics for architects 15. Suing your client 16. Spam and fraud 17. Crisis **CASE STUDIES ** 1. Studio Bark 2. MgMaStudio 3. Coldefy 4. Intervention Architecture 5. Feilden Fowles 6. Turner Works 7. Powerhouse Company 8. Barcode Architects Acknowledgements Image credits Index
About the Author :
Jan Knikker joined MVRDV in 2008. Before this he started his career as a journalist, and then shaped the public image of OMA for nearly a decade. As Partner at MVRDV, Jan leads the Contracts, Business Development and Public Relations efforts, forming a client-oriented, fast, and strategic studio that includes a strong visualisation team and the practice’s sustainability team. He leads MVRDV’s branding efforts and has overseen the practice’s rapid expansion into new markets.
