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.
About the Author
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.
Features
Students will have access to interviews with leaders in the advertising industry. Because of Jaffe's range of experiences in the advertising world, he has a an impressive and extensive network which will inform students reading this book, including: Bob Schmetterer, CEO of Euro RSCG; Shelly Lazarus, chair of Ogilvy & Mather; Jean-Marie Dru, chairman and CEO of TBWA Worldwide; and Roy Spence, chairman and founder of GSDM.
There is virtually no competition on the topic of agency building and management, though there is a wide market for it. The topics covered throughout this book are perfert for an advertising course.
