Andrew Jaffe, the well-connected Director of the Clio Awards, former Adweek vice president and founding publisher of the Adweek and Brandweek book series, distills important lessons on agency management and growth. He shows how the 40-year-old agency business model is being broken down because work is being marginalized as agencies increasingly outsource marketing services and strategic advice. If agencies are to survive, Jaffe says, they must become idea-focused again and learn to devise the kind of non-advertising promotions that quickly move a brand into the culture. He emphasizes the importance of balancing creativity and financial viability, changing from traditional media planning to strategic “channel” planning, refocusing account management, and making the best pitch possible to prospective clients. These are essential topics for all agency leaders, and Jaffe will leverage his access to key industry leaders to inform the book.
Book Details:
- Author: Andrew Jaffe
- ISBN: 9780470192948
- Year Published: 2003
- Pages: 256
- BISAC: BUS002000, BUSINESS & ECONOMICS/Advertising & Promotion
About the Book and Topic:
Andrew Jaffe, the well-connected Director of the Clio Awards, former Adweek vice president and founding publisher of the Adweek and Brandweek book series, distills important lessons on agency management and growth. He shows how the 40-year-old agency business model is being broken down because work is being marginalized as agencies increasingly outsource marketing services and strategic advice. If agencies are to survive, Jaffe says, they must become idea-focused again and learn to devise the kind of non-advertising promotions that quickly move a brand into the culture. He emphasizes the importance of balancing creativity and financial viability, changing from traditional media planning to strategic “channel” planning, refocusing account management, and making the best pitch possible to prospective clients. These are essential topics for all agency leaders, and Jaffe will leverage his access to key industry leaders to inform the book.
An advertising industry veteran and Executive Director of Clio, one of the most prestigious international advertising awards shows, author Andrew Jaffe brings considerable connections and experience to this project, and he will use his access to top agency executives and leaders to shed light on the topic of long-term planning. Running a successful advertising agency requires a number of unique capabilities, such as balancing the drive to be creative with the need to stay financially viable; focusing on excellence while keeping an eye on the competition; and making the best pitch to prospective clients. The advertising industry is a highly-competitive, fickle environment. In response, Jaffe uses fly-fishing as a metaphor for how a long-term view enables any agency to be successful.
Andrew Jaffes is a high-profile advertising insider and Director of the Clio Awards. * Features insight from some of the industry’s biggst names. * The only advertising book specifically dedicated to the day-to-day operation of an advertising agency.
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.