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Casting for big ideas : a new manifesto for agency managers / Andrew Jaffe.

By: Material type: TextTextPublisher: Hoboken, N.J. : Wiley, 2003Description: x, 246 pages ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0471309540
  • 9780471309543
Subject(s): DDC classification:
  • 659.1125 21
LOC classification:
  • HF6178 .J34 2003
Online resources:
Contents:
Foreword / Neil French -- Introduction: The Call for a New, Smarter Agency Architecture -- Ch. 1. Agency Architecture: Getting It Right from the Beginning -- Ch. 2. The Pitch: Matching the Hatch and Deciding What Would Make the Client Bite Down on Your Lure -- Ch. 3. Creative Department: How Long Can It Survive as Idea Central? -- Ch. 4. Media Department: Can It Replace Creative as the Primary Source for Brand-Building Ideas? -- Ch. 5. The Internet and the Agency -- Ch. 6. Prioritizing Strategic Planning -- Ch. 7. Growing Your Agency -- Ch. 8. Smart Ownership Principles -- Ch. 9. Integrating and Refocusing the Agency Network -- Ch. 10. The Future -- App. A. Advertising's Invisible Values -- App. B. A Big Future for Big Ideas -- App. C. The IDEO Difference.
Review: "Managing an advertising agency in today's environment is a challenge. Market saturation, the decreasing effectiveness of traditional advertising, an ever more skeptical consumer, and the introduction of new media outlets have all made connecting with customers more difficult than ever. It's no wonder then that clients now demand more bang for their advertising buck." "For agency leaders, hooking new clients is like fly fishing: it takes patience, the right bait, and a deep understanding of your environment and your prey. With fewer fish to catch, the agencies that succeed in tough times will be those that lure their clients with the most effective bait. Casting for Big Ideas shows agency leaders how to transform their organization in order to foster the creative thinking that can reel in new accounts." "Drawing on his years of personal experience working with the world's most successful agencies and their leaders, Jaffe offers a practical plan for rebuilding your agency or for building a new agency from the ground up. You'll learn how to balance creativity against financial viability, change your focus from traditional media planning to strategic "channel" planning, improve your account management, and make a more dynamic pitch to prospective clients. Packed with important lessons on agency management and growth, Casting for Big Ideas offers a blue-print for the agency of the twenty-first century."--BOOK JACKET.
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"An Adweek book.".

Includes bibliographical references and index.

Foreword / Neil French -- Introduction: The Call for a New, Smarter Agency Architecture -- Ch. 1. Agency Architecture: Getting It Right from the Beginning -- Ch. 2. The Pitch: Matching the Hatch and Deciding What Would Make the Client Bite Down on Your Lure -- Ch. 3. Creative Department: How Long Can It Survive as Idea Central? -- Ch. 4. Media Department: Can It Replace Creative as the Primary Source for Brand-Building Ideas? -- Ch. 5. The Internet and the Agency -- Ch. 6. Prioritizing Strategic Planning -- Ch. 7. Growing Your Agency -- Ch. 8. Smart Ownership Principles -- Ch. 9. Integrating and Refocusing the Agency Network -- Ch. 10. The Future -- App. A. Advertising's Invisible Values -- App. B. A Big Future for Big Ideas -- App. C. The IDEO Difference.

"Managing an advertising agency in today's environment is a challenge. Market saturation, the decreasing effectiveness of traditional advertising, an ever more skeptical consumer, and the introduction of new media outlets have all made connecting with customers more difficult than ever. It's no wonder then that clients now demand more bang for their advertising buck." "For agency leaders, hooking new clients is like fly fishing: it takes patience, the right bait, and a deep understanding of your environment and your prey. With fewer fish to catch, the agencies that succeed in tough times will be those that lure their clients with the most effective bait. Casting for Big Ideas shows agency leaders how to transform their organization in order to foster the creative thinking that can reel in new accounts." "Drawing on his years of personal experience working with the world's most successful agencies and their leaders, Jaffe offers a practical plan for rebuilding your agency or for building a new agency from the ground up. You'll learn how to balance creativity against financial viability, change your focus from traditional media planning to strategic "channel" planning, improve your account management, and make a more dynamic pitch to prospective clients. Packed with important lessons on agency management and growth, Casting for Big Ideas offers a blue-print for the agency of the twenty-first century."--BOOK JACKET.

Machine converted from AACR2 source record.

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