By Andrew Jaffe
In Casting for large rules, Andrew Jaffe, veteran and Director of the Clio Awards, info very important classes at the administration and progress of advertisements enterprises. He exhibits how the forty-year-old supplier enterprise version is breaking down as the paintings is turning into marginalized, as consumers in the reduction of advert budgets and lease outdoors advertising prone and procedure enterprises. If corporations are to outlive, Jaffe says, they have to turn into idea-focused back and, rather than simply making advertisements, grasp the artwork of devising the type of non-advertising-type promotions that extra fast stream a model into the tradition. in keeping with his lengthy adventure within the advertisements undefined, Jaffe deals sensible suggestion and critical classes for service provider heads who wish their companies to face the try of time. This exceptional source covers a subject matter frequently ignored-the company part 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 greatest and most renowned ads awards courses on the earth, with over 18,000 items submitted from organisations and construction amenities in fifty-nine nations.
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Additional info for Casting for Big Ideas: A New Manifesto for Agency Managers (An Adweek Book)
WHAT DO YOU SAY ON THE FIRST DATE? Having decided to pitch, an agency has anywhere from a week to a month to prepare for the crucial first meeting. qxd 4/23/03 10:05 AM Page 49 THE PITCH 49 client and its field, it needs to start thinking strategically about the client’s business and begin choosing a direction to recommend. “I view every meeting as a chance to win or lose the business,” says Colasanti. “We do a ton of work before we meet prospects. We certainly have an overview of the category and a good analysis of their brand.
Moving from this platform, the agency then has to determine what its deliverables will be and which areas of marketing can be left to other specialty agencies. We may even have reached a point where agencies of record won’t be asked to create advertising. qxd 4/23/03 10:04 AM Page 35 AGENCY ARCHITECTURE 35 agencies for creative advertising ideas while retaining McCannErickson as its primary channel for distributing those ad ideas around the world. The hardest problem for WONGDOODY and other young agencies that don’t have a well-defined event marketing or promotions division is to formalize the protocols for the delivery of such services.
One agency, Roche Macaulay & Partners in Toronto, dared to create a new model—without any account executives. At RM&P, each client is assigned to a senior traffic chief, who used to be called a project manager and more recently was retitled business manager (BM). The agency, which bills about $50 million with clients like Mercedes-Benz, Coca-Cola (Nestea), and Reebok, currently has four such business managers who keep the work on budget and on time. Clients have learned to interact on a regular basis with the business manager—just as they did with an account executive in the past.