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

258 Pages·2003·1.26 MB·English

by  Andrew Jaffe

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C A S T I N G
F O R
B I G
I D E A S
A N E W
M A N I F E S T O
F O R
A G E N C Y
M A N A G E R S
ANDREW JAFFE
AN ADWEEK BOOK
John Wiley & Sons, Inc.
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MORE PRAISE FOR CASTING FOR BIG IDEAS
Andrew Jaffe has used his unique access to the very best thinkers in
the agency world, Lee Clow, Jeff Goodby, Keith Reinhard, and others,
to create a compelling blueprint for the agency of the future. A fine
and thoughtful book.
Sam Hill,President, Helios Consulting
Andrew Jaffe packs a well-informed punch in his premise that agen-
cies have no choice but to reinvent themselves if they are to thrive—
never mind survive! He lays down a clear path of step-by-stepping
stones for agency leaders to walk on if they hope to realize success in
this new century.
Wenda Harris Millard,Chief Sales Officer, Yahoo!, Inc.
This is an essential compendium of the best thinking about reinvent-
ing the agency function for the future, assembled by one of the keen-
est observers of advertising and brand building.
Rick Kurnit,Partner, Frankfurt Kurnit Klein & Selz, PC
Andrew Jaffe’s book is a must-read for any corporate advertising man-
ager. In a time of shrinking corporate budgets and increasing calls for
accountability, Casting for Big Ideas provides a “how-to” guide for get-
ting the most out of the agency relationship.
Krista Pilot,Manager,
Corporate Advertising, United Technologies
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C A S T I N G
FOR
B I G
I D E A S
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Adweek Books and Brandweek Books are designed to present interesting
insights for the general business reader and for professionals in the worlds of media,
marketing, and advertising.
These innovative books, written by leaders in the business, address the challenges
and opportunities of these industries. Some of our authors head their own compa-
nies, others have worked their way up to the top of their field in large multina-
tionals. They all share a knowledge of their craft and a desire to enlighten others.
We hope readers will find these books as helpful and inspiring as Adweek,
Brandweek,and Mediaweekmagazines.
Published
Disruption: Overturning Conventions and Shaking Up the Marketplace,
Jean-Marie Dru
Under the Radar: Talking to Today’s Cynical Consumer,Jonathan Bond and
Richard Kirshenbaum
Truth, Lies and Advertising: The Art of Account Planning,Jon Steel
Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders,
Adam Morgan
Warp-Speed Branding: The Impact of Technology on Marketing,Agnieszka Winkler
Creative Company: How St. Luke’s Became“the Ad Agency to End All
Ad Agencies,” Andy Law
Another One Bites the Grass: Making Sense of International Advertising,Simon
Anholt
Attention! How to Interrupt, Yell, Whisper and Touch Consumers,Ken Sacharin
The Peaceable Kingdom: Building a Company without Factionalism, Fiefdoms, Fear,
and Other Staples of Modern Business,Stan Richards
Getting the Bugs Out: The Rise, Fall, and Comeback of Volkswagen in America,
David Kiley
The Do-It-Yourself Lobotomy: Open Your Mind to Greater Creative Thinking,
Tom Monahan
Beyond Disruption: Changing the Rules in the Marketplace, Jean-Marie Dru
And Now a Few Laughs From Our Sponsor: The Best of Fifty Years of Radio
Commercials,Larry Oakner
Leap: A Revolution in Creative Business Strategy,Bob Schmetterer
Hey, Whipple, Squeeze This: A Guide to Creating Great Ads, Second Edition,
Luke Sullivan
Buzz: Harness the Power of Influence and Create Demand,Marian Salzman,
Ira Matathia, and Ann O’Reilly
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C A S T I N G
F O R
B I G
I D E A S
A N E W
M A N I F E S T O
F O R
A G E N C Y
M A N A G E R S
ANDREW JAFFE
AN ADWEEK BOOK
John Wiley & Sons, Inc.
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Copyright © 2003 by Andrew Jaffe. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.
Illustrations © copyright by Bob White, Whitefish Studios.
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ISBN 0-471-30954-0
Printed in the United States of America
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CONTENTS
Foreword by Neil French, Worldwide Creative Director,
Ogilvy & Mather Advertisingi x
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
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viii CONTENTS
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