Madboy: My Journey from Adboy to Adman by Richard Kirshenbaum

By Richard Kirshenbaum

A exciting and irreverent memoir concerning the transformation of the ads company from the Eighties to today

Richard Kirshenbaum was once born to promote. Raised in a kin of new york strivers, this destiny advertisements titan was once quite a few years previous while his grandfather first taught him Cadillac is greater than a vehicle, and that in the event you can’t have a Trinitron you may to boot now not watch television. He had no connections whilst he got here to Madison street, yet he possessed an outrageous humorousness that might make him a millionaire. In 1987, on the age of twenty-six, Richard positioned his mark downs at the line to release his personal organisation with associate Jonathan Bond, and inside of a yr, had remodeled it from a no-name company into the go-to residence for state of the art paintings. Kirshenbaum and Bond pioneered guerilla advertising by way of paying for advert house on fruit, spray-painting slogans at the sidewalk, and hiring actors to reserve the Hennessy martini in nightclubs. They have been the undesirable boys of Madison Avenue—a enterprise the place a skateboarding worker as soon as stunned an immense client—but sponsored up their insanity with results. Packed with enterprise perception, advertising and marketing knowledge, and a forged of characters starting from Princess Diana to Ed McMahon, this memoir is as daring, as breathtaking, and as pleasant as Richard himself.

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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.

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