Casting for Big Ideas: A New Manifesto for Agency ManagersISBN: 978-0-471-30954-3
Hardcover
256 pages
June 2003
 This is a Print-on-Demand title. It will be printed specifically to fill your order. Please allow an additional 10-15 days delivery time. The book is not returnable.
|
||||||
Introduction: The Call for a New, Smarter Agency Architecture.
PART 1: Agency Architecture.
CHAPTER 1: Agency Architecture: Getting It Right from the Beginning.
CHAPTER 2: The Pitch: Matching the Hatch and Deciding What Would Make the Client Bite Down on Your Lure.
CHAPTER 3: Creative Department: How Long Can It Survive as Idea Central?
CHAPTER 4: Media Department: Can It Replace Creative as the Primary Source for Brand-Building Ideas?
CHAPTER 5: The Internet and the Agency.
CHAPTER 6: Prioritizing Strategic Planning.
PART 2: Management Lessons.
CHAPTER 7: Growing Your Agency.
CHAPTER 8: Smart Ownership Principles.
CHAPTER 9: Integrating and Refocusing the Agency Network.
CHAPTER 10: The Future.
APPENDIX A: Advertising’s Invisible Values.
APPENDIX B: A Big Future for Big ideas.
APPENDIX C: The IDEO Difference.
Notes.
Acknowledgments.
Index.
Related Titles
Advertising
Read an Excerpt
.png){kind=small}
Join An E-mail ListLearn about the latest products, events, offers and content. |
