Casting for Big Ideas / Adweek Books (PDF)
A New Manifesto for Agency Managers
(Sprache: Englisch)
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...
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...
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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.
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.
Inhaltsverzeichnis zu „Casting for Big Ideas / Adweek Books (PDF)“
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.
Autoren-Porträt von Andrew Jaffe
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.
Bibliographische Angaben
- Autor: Andrew Jaffe
- 2003, 1. Auflage, 256 Seiten, Englisch
- Verlag: John Wiley & Sons
- ISBN-10: 0471480916
- ISBN-13: 9780471480914
- Erscheinungsdatum: 10.09.2003
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
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