MARC Record from marc_columbia

LEADER: 03152cam a22002778a 4500
001 4108719
005 20221027035741.0
008 030319s2003 nyu 000 0 eng
015 $aGBA3-W6758
020 $a0471309540
035 $a(OCoLC)ocm52456625
035 $a(NNC)4108719
035 $a4108719
040 $aUKM$cUKM$dNNC$dOrLoB-B
082 04 $a659.1125$221
100 1 $aJaffe, Andrew.$0http://id.loc.gov/authorities/names/n83013653
245 10 $aCasting for big ideas :$ba new manifesto for agency managers /$cAndrew Jaffe.
260 $aNew York ;$aChichester :$bWiley,$c2003.
300 $avii, 246 pages ;$c24 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
505 00 $tForeword /$rNeil French -- $tIntroduction: The Call for a New, Smarter Agency Architecture -- $gCh. 1.$tAgency Architecture: Getting It Right from the Beginning -- $gCh. 2.$tThe Pitch: Matching the Hatch and Deciding What Would Make the Client Bite Down on Your Lure -- $gCh. 3.$tCreative Department: How Long Can It Survive as Idea Central? -- $gCh. 4.$tMedia Department: Can It Replace Creative as the Primary Source for Brand-Building Ideas? -- $gCh. 5.$tThe Internet and the Agency -- $gCh. 6.$tPrioritizing Strategic Planning -- $gCh. 7.$tGrowing Your Agency -- $gCh. 8.$tSmart Ownership Principles -- $gCh. 9.$tIntegrating and Refocusing the Agency Network -- $gCh. 10.$tThe Future -- $gApp. A.$tAdvertising's Invisible Values -- $gApp. B.$tA Big Future for Big Ideas -- $gApp. C.$tThe IDEO Difference.
520 1 $a"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." "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 blue-print for the agency of the twenty-first century."--BOOK JACKET.
500 $6 0$aAdweek book.$a"Adweek book."$0http://id.loc.gov/authorities/names/n97090774
650 0 $aAdvertising agencies$xManagement.
852 00 $boff,bus$hHF6178$i.J25 2003g