Casting for Big Ideas

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.