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Casting for big ideas a new manifesto for agency managers

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.

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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."@en
  • "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." -Bob Schmetterer, Chairman and Chief Executive Officer EURO RSCG Worldwide."

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  • "Electronic books"@en

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  • "Casting for Big Ideas A New Manifesto for Agency Managers"
  • "Casting for big ideas a new manifesto for agency managers"@en
  • "Casting for Big Ideas"@en
  • "Casting for big ideas : a new manifesto for agency managers"@en
  • "Casting for big ideas : a new manifesto for agency managers"

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