Casting for Big Ideas: A New Manifesto for Agency Managers

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."

50;Bob Schmetterer, Chairman and Chief Executive Officer
EURO RSCG Worldwide

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.

Nota biograficzna:
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.

Okładka tylna:
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 Sorr ell, 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