Casting for Big Ideas: A New Manifesto for Agency Managers

ISBN-13: 9780471309543 / Angielski / Twarda / 2003 / 256 str.

Andrew Jaffe; Neil French

Opis

In Casting for Big Ideas, Andrew Jaffe, industry veteran and Director of the Clio Awards, details important lessons on the management and growth of advertising agencies. He shows how the forty-year-old agency business model is breaking down because the work is becoming marginalized, as clients cut back ad budgets and hire outside marketing services and strategy firms. If agencies are to survive, Jaffe says, they must become idea-focused again and, instead of just making ads, master the art of devising the kind of non-advertising-type promotions that more quickly move a brand into the culture. Based on his long experience in the advertising industry, Jaffe offers practical advice and important lessons for agency heads who want their businesses to stand the test of time. This one-of-a-kind resource covers a subject often ignored-the business side of running an ad agency.
Andrew Jaffe (New Canaan, CT) is the founding Publishing Director of Wiley's Adweek and Brandweek books imprints. He is also the Executive Director of the Clio Awards, one of the largest and most famous advertising awards programs in the world, with over 18,000 pieces submitted from agencies and production facilities in fifty-nine countries.

Recenzje

This is a very readable overview for those wanting a broader appreciation of the business reality (Marketing, 13 November 2003)

Spis treści

Foreword by Neil French, Worldwide Creative Director, Ogilvy & Mather Advertising.

Introduction: The Call for a New, Smarter Agency Architecture.

PART 1: Agency Architecture.

CHAPTER 1: Agency Architecture: Getting It Right from the Beginning.

CHAPTER 2: The Pitch: Matching the Hatch and Deciding What Would Make the Client Bite Down on Your Lure.

CHAPTER 3: Creative Department: How Long Can It Survive as Idea Central?

CHAPTER 4: Media Department: Can It Replace Creative as the Primary Source for Brand–Building Ideas?

CHAPTER 5: The Internet and the Agency.

CHAPTER 6: Prioritizing Strategic Planning.

PART 2: Management Lessons.

CHAPTER 7: Growing Your Agency.

CHAPTER 8: Smart Ownership Principles.

CHAPTER 9: Integrating and Refocusing the Agency Network.

CHAPTER 10: The Future.

APPENDIX A: Advertising s Invisible Values.

APPENDIX B: A Big Future for Big ideas.

APPENDIX C: The IDEO Difference.

Notes.

Acknowledgments.

Index.

O autorze

ANDREW JAFFE is the Executive Director of the Clio Awards, which salutes the best efforts in advertising every year. He is also the President of Compass Consulting of Norwalk, Connecticut, a consulting group that advises advertising agencies on organizational and management issues and conducts agency searches for clients. He is a former editorial director and vice president at Adweek.

Blurb

PRAISE FOR CASTING FOR BIG IDEAS

"That advertising agencies must change or die is no longer open to serious challenge. Just how they must change is another matter. Andrew Jaffe combines the knowledge of an insider with the dispassionate perception of an outsider; the clarity with which he depicts the future makes his book a survival necessity for every agency manager."
Sir Martin Sorrell, CEO, WPP

"Andrew Jaffe hits the nail right on the head with this one! It is long overdue for advertising agencies to change their existing models. Considering the level of creative talent that walks through agency halls, the advertising world has not been innovative with its own business.This book will force agency leaders to sit up and take notice and, hopefully, act upon some of Andrew’s suggestions."
Steven G. Gundersen, CEO
Gundersen Partners

"Andrew Jaffe shows a clear path for the advertising agency for this century. For anyone who loves advertising, this is a must–read."
Peter Sealey, PhD, Former Chief Marketing Officer
The Coca–Cola Company
Adjunct Professor of Marketing at the Haas School of Business
The University of California at Berkeley

"The future is about big ideas, and being media–neutral in concept and media–infinite in potential execution. Advertising agencies that do not adapt to this reality will become irrelevant to brands and businesses. Casting for Big Ideas is a rallying cry to the entire communication industry."
Jean–Marie Dru, President and CEO
TBWA Worldwide

"An insider’s view from an expert who’s seen it all, Casting for Big Ideas provides inspiring views on how we can change the ad business from the inside. Andrew captures both the difficulty and the importance of creating a new kind of marketing communications, who’s doing it right and why. A thoroughly engaging read."
Bob Schmetterer, Chairman and Chief Executive Officer
EURO RSCG Worldwide