Casting for Big Ideas: A New Manifesto for Agency Managers by Andrew Jaffe
By Andrew Jaffe
In Casting for giant rules, Andrew Jaffe, veteran and Director of the Clio Awards, information vital classes at the administration and progress of advertisements corporations. He indicates how the forty-year-old supplier enterprise version is breaking down as the paintings is turning into marginalized, as consumers in the reduction of advert budgets and lease outdoor advertising companies and process organisations. If companies are to outlive, Jaffe says, they need to develop into idea-focused back and, rather than simply making advertisements, grasp the artwork of devising the type of non-advertising-type promotions that extra speedy stream a model into the tradition. in keeping with his lengthy adventure within the ads undefined, Jaffe bargains useful recommendation and demanding classes for service provider heads who wish their companies to face the attempt of time. This exceptional source covers an issue frequently ignored-the enterprise aspect of working an advert agency.Andrew Jaffe (New Canaan, CT) is the founding Publishing Director of Wiley's Adweek and Brandweek books imprints. he's additionally the administrative Director of the Clio Awards, one of many greatest and most famed advertisements awards courses on the earth, with over 18,000 items submitted from businesses and creation amenities in fifty-nine nations.
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Extra info for Casting for Big Ideas: A New Manifesto for Agency Managers (An Adweek Book)
He likes to work according to a plan—one that is understood and supported by senior staff. He spends a lot of time in meetings and retreats, discussing various approaches and trying to gain consensus from his associates on ways to attack problems. When there is agreement, though, the agency is not afraid to tear down walls and processes and introduce new approaches and architecture. Bucci feels he’s now about halfway to his goal. “I laid out what I call a vision horizon—an outline of where we wanted to be in 10 years.
The trick is to decide early on which core competencies you are going to offer and not to get sucked into the “everything for everybody” model. “We have remained very faithful to what we originally were,” says John Drake, CEO and sole remaining cofounder of Atlanta’s Cole Henderson Drake. ” But Drake’s agency is willing to work with other companies if the client needs services outside CHD’s skill set. Agency chiefs constantly agonize over which parts of the client’s marketing budget might be about to go somewhere else.
Qxd 4/23/03 10:04 AM Page 34 34 CASTING FOR BIG IDEAS adjunct to the creative department rather than as a stand-alone service. As a result, although it has come to replace the old agency research department, it has lost any chance of being viewed by the client as a distinct product for which a separate charge outside the normal advertising budget is justified. Without that final step, account planning will always be a stepchild in the agency’s process— and will be priced accordingly. THE NEED FOR AN ANNUAL BRAND AUDIT AND REFIT Even small agencies should try to put in place some kind of proprietary process of field research and analysis that gives clients definitive answers about the marketplace.