Download PDF by Andrew Jaffe: Casting for Big Ideas: A New Manifesto for Agency Managers

By Andrew Jaffe

ISBN-10: 0471309540

ISBN-13: 9780471309543

ISBN-10: 0471480916

ISBN-13: 9780471480914

In Casting for large principles, Andrew Jaffe, veteran and Director of the Clio Awards, information very important classes at the administration and development of ads organizations. He indicates how the forty-year-old company company version is breaking down as the paintings is changing into marginalized, as consumers reduce advert budgets and lease outdoors advertising prone and procedure organizations. If firms are to outlive, Jaffe says, they have to develop into idea-focused back and, rather than simply making advertisements, grasp the paintings of devising the type of non-advertising-type promotions that extra quick movement a model into the tradition. in accordance with his lengthy adventure within the advertisements undefined, Jaffe bargains functional suggestion and critical classes for enterprise heads who wish their companies to face the try of time. This distinctive source covers an issue frequently ignored-the enterprise facet of operating an advert agency.Andrew Jaffe (New Canaan, CT) is the founding Publishing Director of Wiley's Adweek and Brandweek books imprints. he's additionally the administrative Director of the Clio Awards, one of many biggest and most famed advertisements awards courses on the planet, with over 18,000 items submitted from businesses and creation amenities in fifty-nine international locations.

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Additional info for Casting for Big Ideas: A New Manifesto for Agency Managers (An Adweek Book)

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Is the client a screamer? Does the client even understand how advertising works? Oh, I see, the client is a screamer, but you feel you can reform him or her. Well, if you really believe that, I guess you can skip the rest of this and go on to the next chapter. • Will the client let you “do famous work,” as one Midwestern agency likes to ask? • Follow the RFP’s drift—but not slavishly. Look for ways to customize your response. If the client opens the door by asking why you want to pitch this account, start by indicating your interest in the client’s business by reading its annual report, checking out published news accounts, and visiting its Web site.

Qxd 4/23/03 10:04 AM Page 30 30 CASTING FOR BIG IDEAS Increasingly, they are pushing resources into branded subsidiaries and separate profit centers to better track performance and sell each service separately to the client. Most clients have learned to cherry-pick anyway—going to one agency for advertising, another for media planning, and somewhere else for strategic planning or research. Some, like Coca-Cola, Anheuser-Busch, and McDonald’s, have even begun disbursing creative assignments to competing “roster” agencies, so a brand may have an ad aimed at youths produced by one agency and another ad aimed at an older segment produced somewhere else.

To appeal to your prey, you must understand the kind of communications the client is craving. In addition, the lure must appear alive and dynamic. This is a high art that few in the business have mastered. Nor is there any textbook to turn to for instruction. Let’s see what we can do to bring this process into focus and suggest some new approaches to increase your win rate. YOUR PRESENTATION BETTER FIT ON THE FREIGHT ELEVATOR Jonathan Bond, cofounder of New York hot shop Kirshenbaum Bond & Partners, will always remember the Ace Hardware pitch in the spring of 2002.

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Casting for Big Ideas: A New Manifesto for Agency Managers (An Adweek Book) by Andrew Jaffe


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