Casting for Big Ideas
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Casting for Big Ideas
A New Manifesto for Agency Managers
Jaffe, Andrew
John Wiley & Sons Inc
07/2003
256
Dura
Inglês
9780471309543
15 a 20 dias
562
Descrição não disponível.
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
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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ideas; casting; big; agencies; serious; longer; challenge; open; change; matter; another; perception; outsider; combines; jaffe; dispassionate; knowledge; insider; every; clarity; manager; book; survival; future; agency; necessity; nail; head
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
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
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
