Casting for Big Ideas : A New Manifesto for Agency Managers

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Casting for Big Ideas : A New Manifesto for Agency Managers

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  • 製本 Hardcover:ハードカバー版／ページ数 256 p.
  • 言語 ENG
  • 商品コード 9780471309543
  • DDC分類 659.1125

Full Description

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.

Contents

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

Introduction: The Call for a New, Smarter Agency Architecture 1

Part 1 Agency Architecture

Chapter 1 Agency Architecture: Getting It Right from the Beginning 15

Chapter 2 The Pitch: Matching the Hatch and Deciding What Would Make the Client Bite Down on Your Lure 41

Chapter 3 Creative Department: How Long Can It Survive as Idea Central? 67

Chapter 4 Media Department: Can It Replace Creative as the Primary Source for Brand-Building Ideas? 83

Chapter 5 The Internet and the Agency 103

Chapter 6 Prioritizing Strategic Planning 119

Part 2 Management Lessons

Chapter 7 Growing Your Agency 137

Chapter 8 Smart Ownership Principles 155

Chapter 9 Integrating and Refocusing the Agency Network 167

Chapter 10 The Future 187

Appendix A Advertising's Invisible Values 205

Appendix B A Big Future for Big ideas 215

Appendix C The IDEO Difference 225

Notes 231

Acknowledgments 237

Index 239