Leap: A Revolution in Creative Business Strategy (Adweek Book) Hardcover – 28 Jan 2003
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absorbing and quite compelling a book that is full of good things (Admap, June 2003)
Traditionally, company leaders develop a business strategy based on bottom lines and profit margins, then hire an ad agency to back up that strategy with creative advertising. But history shows that some of the most effective branding campaigns are born when companies work with ad agencies to develop a business strategy that has a big, creative idea at its heart-what CEO of Euro RSCG Bob Schmetterer calls the Creative Business Idea. In Leap, Bob Schmetterer shows advertisers how to combine advertising creativity and bottom-line realities to develop winning business strategies and winning ad campaigns. He analyzes some of the most creative business ideas in history, showing how successful advertising and marketing strategies do more than simply communicate the brand-they define it. Advertisers know how to create demand for an existing brand, but Schmetterer argues that the next challenge for advertisers is to help their clients apply creative thinking to their core business strategy before they launch a branding blitz. Leap is about connecting the left brain and the right brain to develop solid business strategies that are also creative, fresh, and exciting.It's about mixing business's cold fixation on numbers with the warm heart of art and creativity to build revolutionary brands. It's about connecting with and listening to the client, understanding the business and the product, tapping into the client's passion for the product, and transmitting that passion to the consumer. It's about what happens when the business makes creativity part of its core strategy-enabling it to move beyond self-imposed boundaries and expand the limits of its reach. With a wealth of examples from Volvo to Purdue, Schmetterer shows ad agencies and managers how to help their clients develop the big, creative idea that will transform their businesses-and perhaps their industries. It's time for companies to make the Leap that synthesizes business and creativity to reap the full rewards of profitable innovation. BOB SCHMETTERER is Chairman and CEO of Euro RSCG Worldwide, a one of the world's top five global advertising and communications agencies with clients such as Intel, Peugeot, Air France, Orange, Abby National, MCI, Danone Group, Reckitt Benckiser, Volvo, and Yahoo! See all Product description
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Bob Schmetterer offers a framework for you to get at Why you do what you do, and How do you do it. This book is an inspiration for taking whatever you are engaged with, turning it on its side, and challenging the very premise of its existence. As I read the book, I have made so many notes that I must be careful not to overwhelm my customers with too many questions, challenges, and ideas.
If you soak-up all the principles awash throughout the book and apply what you learn to your work or experiences you already know, you could walk into the Kroger and redesign the Experience of the produce department, propose a new Brand perspective to AAA insurance, or redefine how your customers `use you.'
To be inspired, the reading material has to be inspiring. Bob Schmetterer's LEAP will go down in business literature as a fairy tale come to life. Bob, please conscript me into your service!
(1) it is written with a passion that brings its content to life and
(2) it truly shows how companies achieve a creativity-business strategy fusion that leads to success.
This work is filled with examples of businesses that used leaps over the gap between strategy and advertising; what happens in this leap is "magic." The book is both the story of the author's success in business and a plethora of accounts of creativity applied as "creative business ideas." LEAP! is a fast-paced, stirring book that drives home its message with verve!
If you're not in the hot-house world of advertising, then this point may have a high duuuh factor - innovation and creativity are the hallmarks of many great businesses. But it's a point that author Bob Schmetterer makes tellingly, with great passion. He spotlights well-known examples such as Richard Branson. He also tells the tales of some less-known but equally entertaining figures such as chicken supremo Frank Perdue.
If you have anything to do with advertising and marketing, then prepare to wrestle with Schmetterer's notion of agencies moving into Creative Business Ideas. For many it will seem tantamount to either heresy or lunacy. Yet it's neither, it's already happening. He offers some great examples where advertising people have come up with original ideas that communicate powerfully and transform businesses.
Schmetterer's writing is engaging and informative. He brings a whole cast of characters to life with warmth. As befits the head of a global agency group, he has plenty of insights and anecdotes from outside the United States. While Leap offers some clear tips, it's not a 10-steps how-to manual. And despite the occasionally gushy tone, it isn't a CEO schmooze fest. It is a great read for anyone needing the courage and inspiration to spread their wings.