skip to content
Casting for big ideas : a new manifesto for agency managers Preview this item
ClosePreview this item
Checking...

Casting for big ideas : a new manifesto for agency managers

Author: Andrew Jaffe
Publisher: Hoboken, N.J. : Wiley, 2003.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
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  Read more...
Rating:

(not yet rated) 0 with reviews - Be the first.

Subjects
More like this

 

Find a copy online

Links to this item

Find a copy in the library

&AllPage.SpinnerRetrieving; Finding libraries that hold this item...

Details

Genre/Form: Electronic books
Additional Physical Format: Print version:
Jaffe, Andrew, 1938-
Casting for big ideas.
Hoboken, N.J. : Wiley, 2003
(OCoLC)52456625
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Andrew Jaffe
ISBN: 0471480916 9780471480914
OCLC Number: 53126932
Notes: "An Adweek book."
Description: 1 online resource (x, 246 pages) : illustrations
Contents: CASTING FOR BIG IDEAS; CONTENTS; Foreword by Neil French, Worldwide Creative Director, Ogilvy & Mather Advertising; 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.
Responsibility: Andrew Jaffe.

Abstract:

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.

Reviews

User-contributed reviews
Retrieving GoodReads reviews...
Retrieving DOGObooks reviews...

Tags

Be the first.
Confirm this request

You may have already requested this item. Please select Ok if you would like to proceed with this request anyway.

Linked Data


Primary Entity

<http://www.worldcat.org/oclc/53126932> # Casting for big ideas : a new manifesto for agency managers
    a schema:Book, schema:MediaObject, schema:CreativeWork ;
   library:oclcnum "53126932" ;
   library:placeOfPublication <http://experiment.worldcat.org/entity/work/data/800523758#Place/hoboken_n_j> ; # Hoboken, N.J.
   library:placeOfPublication <http://id.loc.gov/vocabulary/countries/nju> ;
   rdfs:comment "Warning: This malformed URI has been treated as a string - 'http://images.contentreserve.com/ImageType-100/0128-1/{F252D735-44F5-4A7A-80B5-6E26FE13926F}Img100.jpg'" ;
   schema:about <http://experiment.worldcat.org/entity/work/data/800523758#Topic/business_&_economics_advertising_&_promotion> ; # BUSINESS & ECONOMICS--Advertising & Promotion
   schema:about <http://experiment.worldcat.org/entity/work/data/800523758#Topic/advertising_agencies_management> ; # Advertising agencies--Management
   schema:about <http://dewey.info/class/659.1125/e22/> ;
   schema:about <http://id.worldcat.org/fast/797822> ; # Advertising agencies--Management
   schema:bookFormat schema:EBook ;
   schema:creator <http://viaf.org/viaf/8820413> ; # Andrew Jaffe
   schema:datePublished "2003" ;
   schema:description "CASTING FOR BIG IDEAS; CONTENTS; Foreword by Neil French, Worldwide Creative Director, Ogilvy & Mather Advertising; 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."@en ;
   schema:description "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."@en ;
   schema:exampleOfWork <http://worldcat.org/entity/work/id/800523758> ;
   schema:genre "Electronic books"@en ;
   schema:inLanguage "en" ;
   schema:isSimilarTo <http://www.worldcat.org/oclc/52456625> ;
   schema:name "Casting for big ideas : a new manifesto for agency managers"@en ;
   schema:productID "53126932" ;
   schema:publication <http://www.worldcat.org/title/-/oclc/53126932#PublicationEvent/hoboken_n_j_wiley_2003> ;
   schema:publisher <http://experiment.worldcat.org/entity/work/data/800523758#Agent/wiley> ; # Wiley
   schema:url <http://site.ebrary.com/id/10299998> ;
   schema:url <http://www.myilibrary.com?id=34508> ;
   schema:url <http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=98808> ;
   schema:url <http://uiwtx.idm.oclc.org/login?url=http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=98808> ;
   schema:url <http://public.eblib.com/choice/publicfullrecord.aspx?p=163302> ;
   schema:url <https://www.overdrive.com/search?q=F252D735-44F5-4A7A-80B5-6E26FE13926F> ;
   schema:url "http://images.contentreserve.com/ImageType-100/0128-1/{F252D735-44F5-4A7A-80B5-6E26FE13926F}Img100.jpg" ;
   schema:url <http://public.ebookcentral.proquest.com/choice/publicfullrecord.aspx?p=163302> ;
   schema:workExample <http://worldcat.org/isbn/9780471480914> ;
   wdrs:describedby <http://www.worldcat.org/title/-/oclc/53126932> ;
    .


Related Entities

<http://experiment.worldcat.org/entity/work/data/800523758#Topic/business_&_economics_advertising_&_promotion> # BUSINESS & ECONOMICS--Advertising & Promotion
    a schema:Intangible ;
   schema:name "BUSINESS & ECONOMICS--Advertising & Promotion"@en ;
    .

<http://id.worldcat.org/fast/797822> # Advertising agencies--Management
    a schema:Intangible ;
   schema:name "Advertising agencies--Management"@en ;
    .

<http://viaf.org/viaf/8820413> # Andrew Jaffe
    a schema:Person ;
   schema:birthDate "1938" ;
   schema:deathDate "2010" ;
   schema:familyName "Jaffe" ;
   schema:givenName "Andrew" ;
   schema:name "Andrew Jaffe" ;
    .

<http://worldcat.org/isbn/9780471480914>
    a schema:ProductModel ;
   schema:isbn "0471480916" ;
   schema:isbn "9780471480914" ;
    .

<http://www.worldcat.org/oclc/52456625>
    a schema:CreativeWork ;
   rdfs:label "Casting for big ideas." ;
   schema:description "Print version:" ;
   schema:isSimilarTo <http://www.worldcat.org/oclc/53126932> ; # Casting for big ideas : a new manifesto for agency managers
    .


Content-negotiable representations

Close Window

Please sign in to WorldCat 

Don't have an account? You can easily create a free account.