Casting for Big Ideas : A New Manifesto for Agency Managers

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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. Based on his long experience in the advertising industry, Jaffe offers practical advice and important lessons for agency heads who want their businesses to stand the test of time. This one-of-a-kind resource covers a subject often ignored-the business side of running an ad agency.
Andrew Jaffe (New Canaan, CT) is the founding Publishing Director of Wiley's Adweek and Brandweek books imprints. He is also the Executive Director of the Clio Awards, one of the largest and most famous advertising awards programs in the world, with over 18,000 pieces submitted from agencies and production facilities in fifty-nine countries.
"Casting for Big Ideas" ist das einzige Buch zum Thema Werbung, das sich mit der Leitung einer Werbeagentur auseinandersetzt.

Es basiert auf der langjährigen Praxiserfahrung und dem engen Netz persönlicher Kontakte des Autors.

Andrew Jaffe - Altvater der Werbebranche - präsentiert hier wichtige Lektionen zu Management und Erfolg einer Werbeagentur.

Er macht deutlich, dass das Gesch√§ftsmodell von vor 40 Jahren heute ausgedient hat, in einer Zeit, in der K√ľrzungen des Werbebudgets an der Tagesordnung sind und immer neue Formen externer Marketing Services und Strategien gefragt sind.

Anhand der Metapher des Fliegenfischens beschreibt er einen Ansatz f√ľr langfristiges und best√§ndiges Wachstum in dieser √§u√üerst wettbewerbsintensiven und wechselhaften Branche, die ja gerade von kurzfristigen Erfolgen profitiert.

Das Buch behandelt das Thema von einer Management-orientierten Perspektive unter dem Motto 'Zur√ľck zu den Ideen', das von f√ľhrenden modernen Autoren, wie Sergio Zyman und Mark Earls bereits postuliert wird.

Enthalten sind Interviews mit f√ľhrenden K√∂pfen von Top-Werbeagenturen wie z.B. Bob Schmetterer von Euro RSCG, Lazarus von Ogilvy und Jean-Marie Dru von TWBA.

"Casting for Big Ideas": Der ultimative Ratgeber f√ľr Agenturchefs, die sich im modernen Gesch√§ftsumfeld behaupten wollen.
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$54.00 $54.00
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  • Hardback

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Add to Wishlist
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Product Details

Author(s):Andrew Jaffe 

Format: Hardback | 256pages

Dimensions: 239.50 mm x 160.50 mm x 23.30 mm | 476.28 gr

Publication Date: 2003-06-12

Publisher: Wiley

Language: English

ISBN 10: 0471309540

ISBN 13: 9780471309543