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.
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“…This is a very readable overview for those wanting a broader appreciation of the business reality…” (Marketing, 13 November 2003)
From the Inside Flap
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’s no wonder then that clients now demand more bang for their advertising buck. For agency leaders, hooking new clients is like fly fishing: it takes patience, the right bait, and a deep understanding of your environment and your prey. With fewer fish to catch, the agencies that succeed in tough times will be those that lure their clients with the most effective bait. Casting for Big Ideas shows agency leaders how to transform their organization in order to foster the creative thinking that can reel in new accounts. Andrew Jaffe, an advertising veteran and Executive Director of the Clio Awards, argues that the structure and business model of most agencies fail to meet the demands of the current environment. He says it’s time to rethink the central purpose of the ad agency, as concentrating solely on making ads will quickly make you obsolete. Casting for Big Ideas will show you how to restructure your agency for advertising’s new reality, breaking down organizational walls and refocusing on creative ideas that go far beyond traditional advertising. Drawing on his years of personal experience working with the world’s most successful agencies and their leaders, Jaffe offers a practical plan for rebuilding your agency or for building a new agency from the ground up. You’ll learn how to balance creativity against financial viability, change your focus from traditional media planning to strategic "channel" planning, improve your account management, and make a more dynamic pitch to prospective clients. Packed with important lessons on agency management and growth, Casting for Big Ideas offers a blueprint for the agency of the twenty–first century.
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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4.2 out of 5 stars
4 reviews
3 of 3 people found the following review helpful
5.0 out of 5 stars
Brilliant!
25 Oct 2004
By Z. Yixin
- Published on Amazon.com
Format:Hardcover
Very interesting reading. A book explores some real opportunities of the future of the advertising industry. Should be treated as the surviving guide of every agency head before they walk into their next new business pitch or when they are seriously thinking about the wayout of their declining profits every year.
2 of 2 people found the following review helpful
5.0 out of 5 stars
great overview
25 Mar 2008
By Susan Jaramillo
- Published on Amazon.com
Format:Hardcover
This book really covers everything there is to know about the nuts and bolts of an agency. If it had a more sophisticated creative/interactive media section it would be even better. Its written in a engaging way entertaining for both novice's and seasoned exec's alike. Good Creativity books are hard to find. This is one of the better ones.
6 of 9 people found the following review helpful
5.0 out of 5 stars
A Window Into the Future of our Economy and Your Money
13 July 2003
By A Customer
- Published on Amazon.com
Format:Hardcover|Amazon Verified Purchase
This is one of the first books published which gives you a real look through the window of the future of our economy. The author, with years of experience in reporting how advertising effects our purchasing choices, offers an expert's point of view of advertising, which drives our economy. It effects everyone. It deals with how people will respond to advertising in this century (i.e. television, print media, the Internet) and how it will effect us. My broker said this book was more important than the ones he recommended about investing. We are all consumers experiencing an incredible transition from t.v. to cable, from cable to satellite, from magazine and newspaper ads to e-mail and Internet ads? If you want security what could be more important than to know what's going to happen to commercials on t.v., the web, or ads that inform you of sales and discounts in your local newspaper?
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4.2 out of 5 stars
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