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Casting for Big Ideas: A New Manifesto for Agency Managers (Adweek Magazine Series) Hardcover – 12 Jun 2003


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Product details

  • Hardcover: 260 pages
  • Publisher: John Wiley & Sons (12 Jun. 2003)
  • Language: English
  • ISBN-10: 9780471309543
  • ISBN-13: 978-0471309543
  • ASIN: 0471309540
  • Product Dimensions: 16.1 x 2.3 x 24 cm
  • Average Customer Review: Be the first to review this item
  • Amazon Bestsellers Rank: 7,073,580 in Books (See Top 100 in Books)
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Product description

Review

This is a very readable overview for those wanting a broader appreciation of the business reality (Marketing, 13 November 2003)

Synopsis

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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Amazon.com: 3.7 out of 5 stars 3 reviews
Mila Lucia
5.0 out of 5 starsgreat overview
25 March 2008 - Published on Amazon.com
2 people found this helpful.
Z. Yixin
5.0 out of 5 starsBrilliant!
25 October 2004 - Published on Amazon.com
3 people found this helpful.
Kevin R. Seeker
2.0 out of 5 starsCasting for Big Ideas: A New Manifesto for Agency Managers
12 September 2005 - Published on Amazon.com
One person found this helpful.