Casting for Big Ideas: A New Manifesto for Agency Managers by Andrew Jaffe

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By Andrew Jaffe

In Casting for large principles, Andrew Jaffe, veteran and Director of the Clio Awards, information very important classes at the administration and progress of ads firms. He indicates how the forty-year-old company enterprise version is breaking down as the paintings is turning into marginalized, as consumers in the reduction of advert budgets and lease open air advertising companies and approach organizations. If organisations are to outlive, Jaffe says, they need 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 flow a model into the tradition. in keeping with his lengthy adventure within the ads undefined, Jaffe deals sensible suggestion and demanding classes for organization heads who wish their companies to face the attempt of time. This exclusive source covers an issue usually ignored-the enterprise 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 biggest and most renowned advertisements awards courses on the planet, with over 18,000 items submitted from companies and creation amenities in fifty-nine nations.

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I didn’t see how they could work any harder. But we couldn’t improve our margins. I knew there was something inherently wrong. qxd 4/23/03 10:04 AM Page 20 20 CASTING FOR BIG IDEAS reengineering led by a consultant from Arthur Andersen. “He told how he had gone into the media department of an agency and slashed what he saw as a duplication of activities. ’ ” Bucci got paired with the speaker on the golf course and eventually decided to hire Arthur Andersen and to turn MARC (which in 1993 was billing about $64 million) on its ear.

What you need first is an idea. Really good ideas usually spring from very open thinking. Don’t start by defining the media channel or the celebrity you want in an ad or the music to go behind it. Start with the idea. That may be harder than you think. Especially in this new environment where clients are looking for ways to communicate an idea beyond traditional media. For agencies to support a media-neutral approach, there is a critical need for a new architecture—one that breaks down the silo model.

When there is agreement, though, the agency is not afraid to tear down walls and processes and introduce new approaches and architecture. Bucci feels he’s now about halfway to his goal. “I laid out what I call a vision horizon—an outline of where we wanted to be in 10 years. We’ve done it in three-year increments. We’re growing, but we’re still in the formulation of our first stage,” he says. qxd 4/23/03 10:04 AM Page 21 AGENCY ARCHITECTURE 21 has grown tenfold and is billing about $650 million, with offices in Pittsburgh, Chicago, Indianapolis, Miami, and Dallas.

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