Managing an advertising agency in today's environment is a challenge. Market saturation, the decreasing effectiveness of traditional advertising, an ever more skeptical consumer, and the introduction of new media outlets have all made connecting with customers more difficult than ever. It's no wonder then that clients now demand more bang for their advertising buck.
For agency leaders, hooking new clients is like fly fishing: it takes patience, the right bait, and a deep understanding of your environment and your prey. With fewer fish to catch, the agencies that succeed in tough times will be those that lure their clients with the most effective bait. Casting for Big Ideas shows agency leaders how to transform their organization in order to foster the creative thinking that can reel in new accounts. Andrew Jaffe, an advertising veteran and Executive Director of the Clio Awards, argues that the structure and business model of most agencies fail to meet the demands of the current environment. He says it's time to rethink the central purpose of the ad agency, as concentrating solely on making ads will quickly make you obsolete. Casting for Big Ideas will show you how to restructure your agency for advertising's new reality, breaking down organizational walls and refocusing on creative ideas that go far beyond traditional advertising. Drawing on his years of personal experience working with the world's most successful agencies and their leaders, Jaffe offers a practical plan for rebuilding your agency or for building a new agency from the ground up. You'll learn how to balance creativity against financial viability, change your focus from traditional media planning to strategic "channel" planning, improve your account management, and make a more dynamic pitch to prospective clients. Packed with important lessons on agency management and growth, Casting for Big Ideas offers a blueprint for the agency of the twenty-first century. To learn more, visit www. casting4bigideas. com
Inhaltsverzeichnis
Foreword by Neil French, Worldwide Creative Director, Ogilvy & Mather Advertising vii
Introduction: The Call for a New, Smarter Agency Architecture 1
Part 1 Agency Architecture
Chapter 1 Agency Architecture: Getting It Right from the Beginning 15
Chapter 2 The Pitch: Matching the Hatch and Deciding What Would Make the Client Bite Down on Your Lure 41
Chapter 3 Creative Department: How Long Can It Survive as Idea Central? 67
Chapter 4 Media Department: Can It Replace Creative as the Primary Source for Brand-Building Ideas? 83
Chapter 5 The Internet and the Agency 103
Chapter 6 Prioritizing Strategic Planning 119
Part 2 Management Lessons
Chapter 7 Growing Your Agency 137
Chapter 8 Smart Ownership Principles 155
Chapter 9 Integrating and Refocusing the Agency Network 167
Chapter 10 The Future 187
Appendix A Advertising's Invisible Values 205
Appendix B A Big Future for Big ideas 215
Appendix C The IDEO Difference 225
Notes 231
Acknowledgments 237
Index 239
