What will you learn from this book
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Strategic Leadership: The book may discuss the role of agency managers as strategic leaders, emphasizing the importance of guiding teams towards big and impactful ideas.
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Creative Collaboration: Expect insights into fostering a culture of creative collaboration within advertising or marketing agencies, encouraging teams to work together to generate innovative ideas.
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Inspiring Creativity: Andrew Jaffe might provide strategies for inspiring creativity among agency teams, recognizing the unique challenges and opportunities in the creative industry.
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Client Relationships: The book could delve into managing client relationships effectively, aligning their goals with the agency's creative vision to produce successful campaigns.
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Adapting to Change: Given the dynamic nature of the advertising and marketing industry, the book may discuss how agency managers can adapt to industry changes and emerging trends.
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Talent Management: Expect discussions on attracting and retaining top talent, as well as strategies for developing the skills and capabilities of agency staff.
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Campaign Case Studies: Jaffe might use real-world examples or case studies to illustrate successful campaigns and the role agency management played in bringing these ideas to life.
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Measuring Impact: Insight into measuring the impact of creative campaigns and assessing their success in achieving client objectives and agency goals.
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Technology and Innovation: Given the evolving landscape, the book may touch on the role of technology and innovation in shaping the future of advertising and marketing.
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Ethics in Advertising: An exploration of ethical considerations in advertising and marketing, emphasizing the responsibility of agency managers in creating content that aligns with ethical standards.
| Language | English |
|---|---|
| ISBN-10 | 0471309540 |
| ISBN-13 | 9780471309543 |
| No of pages | 246 |
| Font Size | Medium |
| Book Publisher | John Wiley & Sons |
| Published Date | 04 Jul 2003 |
About Author
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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.