Casting for Big Ideas

Casting for Big Ideas

A New Manifesto for Agency Managers

Jaffe, Andrew

John Wiley & Sons Inc






15 a 20 dias


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Foreword by Neil French, Worldwide Creative Director, Ogilvy & Mather Advertising vii

Introduction: The Call for a New, Smarter Agency Architecture 1

Part 1 Agency Architecture

Chapter 1 Agency Architecture: Getting It Right from the Beginning 15

Chapter 2 The Pitch: Matching the Hatch and Deciding What Would Make the Client Bite Down on Your Lure 41

Chapter 3 Creative Department: How Long Can It Survive as Idea Central? 67

Chapter 4 Media Department: Can It Replace Creative as the Primary Source for Brand-Building Ideas? 83

Chapter 5 The Internet and the Agency 103

Chapter 6 Prioritizing Strategic Planning 119

Part 2 Management Lessons

Chapter 7 Growing Your Agency 137

Chapter 8 Smart Ownership Principles 155

Chapter 9 Integrating and Refocusing the Agency Network 167

Chapter 10 The Future 187

Appendix A Advertising's Invisible Values 205

Appendix B A Big Future for Big ideas 215

Appendix C The IDEO Difference 225

Notes 231

Acknowledgments 237

Index 239
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