Casting for Big Ideas
A New Manifesto for Agency Managers
1. Edition July 2003
2003. 256 Pages, Hardcover
- Handbook/Reference Book -
ISBN 978-0-471-30954-3 - John Wiley & Sons
E-Books are also available on all known E-Book shops.
Using the metaphor of fly fishing to stress the patient, long-term approach, Andrew Jaffe, industry veteran and Director of the Clio Awards, details important lessons on the management and growth of advertising agencies. He discusses such vital topics as balancing creativity against financial viability, focusing on excellence while keeping an eye on the competition, and making the best pitch possible to prospective clients.
From the contents
Foreword by Neil French, Worldwide Creative Director, Ogilvy & Mather Advertising.
Introduction: The Call for a New, Smarter Agency Architecture.
PART 1: Agency Architecture.
CHAPTER 1: Agency Architecture: Getting It Right from the Beginning.
CHAPTER 2: The Pitch: Matching the Hatch and Deciding What Would Make the Client Bite Down on Your Lure.
CHAPTER 3: Creative Department: How Long Can It Survive as Idea Central?
CHAPTER 4: Media Department: Can It Replace Creative as the Primary Source for Brand-Building Ideas?
CHAPTER 5: The Internet and the Agency.
CHAPTER 6: Prioritizing Strategic Planning.
PART 2: Management Lessons.
CHAPTER 7: Growing Your Agency.
CHAPTER 8: Smart Ownership Principles.
CHAPTER 9: Integrating and Refocusing the Agency Network.
CHAPTER 10: The Future.
APPENDIX A: Advertising's Invisible Values.
APPENDIX B: A Big Future for Big ideas.
APPENDIX C: The IDEO Difference.