Casting for Big Ideas

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.

Notes.

Acknowledgments.

Index.

ANDREW JAFFE is the Executive Director of the Clio Awards, which salutes the best efforts in advertising every year. He is also the President of Compass Consulting of Norwalk, Connecticut, a consulting group that advises advertising agencies on organizational and management issues and conducts agency searches for clients. He is a former editorial director and vice president at Adweek.

"...This is a very readable overview for those wanting a broader appreciation of the business reality..." (Marketing, 13 November 2003)