Description
Book SynopsisUsing 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.
Trade Review“…This is a very readable overview for those wanting a broader appreciation of the business reality…” (Marketing, 13 November 2003)
Table of ContentsForeword 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
