Casting for Big Ideas

ANDREW JAFFE is the Executive Director of the Clio Awards, which salutes the best efforts in advertising every year. He is also the President of Compass Consulting of Norwalk, Connecticut, a consulting group that advises advertising agencies on organizational and management issues and conducts agency searches for clients. He is a former editorial director and vice president at Adweek.

• Foreword by Neil French, Worldwide Creative Director, Ogilvy & Mather Advertising viiIntroduction: The Call for a New, Smarter Agency Architecture 1Part 1 Agency ArchitectureChapter 1 Agency Architecture: Getting It Right from the Beginning 15Chapter 2 The Pitch: Matching the Hatch and Deciding What Would Make the Client Bite Down on Your Lure 41Chapter 3 Creative Department: How Long Can It Survive as Idea Central? 67Chapter 4 Media Department: Can It Replace Creative as the Primary Source for Brand-Building Ideas? 83Chapter 5 The Internet and the Agency 103Chapter 6 Prioritizing Strategic Planning 119Part 2 Management LessonsChapter 7 Growing Your Agency 137Chapter 8 Smart Ownership Principles 155Chapter 9 Integrating and Refocusing the Agency Network 167Chapter 10 The Future 187Appendix A Advertising’s Invisible Values 205Appendix B A Big Future for Big ideas 215Appendix C The IDEO Difference 225Notes 231Acknowledgments 237Index 239

“…This is a very readable overview for those wanting a broader appreciation of the business reality…” (Marketing, 13 November 2003)