Table of Contents

Foreword by Neil French, Worldwide Creative Director, Ogilvy & Mather Advertising vii

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

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 

About the Author

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.

Reviews

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