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Casting for Big Ideas
Andrew Jaffe
€ 47.99
€ 37.31
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Description for Casting for Big Ideas
Hardcover. 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. Series: Adweek Magazine Series. Num Pages: 256 pages, black & white illustrations. BIC Classification: AK; KJSA; KNTY. Category: (P) Professional & Vocational. Dimension: 240 x 162 x 24. Weight in Grams: 590.
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 ... Read more
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 ... Read more
Product Details
Format
Hardback
Publication date
2003
Publisher
John Wiley and Sons Ltd United States
Number of pages
256
Condition
New
Series
Adweek Magazine Series
Number of Pages
256
Place of Publication
New York, United States
ISBN
9780471309543
SKU
V9780471309543
Shipping Time
Usually ships in 7 to 11 working days
Ref
99-1
About Andrew Jaffe
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.
Reviews for Casting for Big Ideas
“…This is a very readable overview for those wanting a broader appreciation of the business reality…” (Marketing, 13 November 2003)