Casting for big ideas : a new manifesto for agency managers /
"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...
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| Format: | Book |
| Language: | English |
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Hoboken, N.J. :
Wiley,
2003.
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| Subjects: | |
| Online Access: | Contributor biographical information Publisher description Table of contents Publisher description Table of contents |
Table of Contents:
- Machine derived contents note: 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.