By Andrew Jaffe
In Casting for giant rules, Andrew Jaffe, veteran and Director of the Clio Awards, info vital classes at the administration and development of ads organizations. He exhibits how the forty-year-old employer enterprise version is breaking down as the paintings is changing into marginalized, as consumers reduce advert budgets and lease outdoors advertising and marketing providers and approach agencies. If corporations 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 circulation a model into the tradition. according to his lengthy adventure within the advertisements undefined, Jaffe deals functional suggestion and significant classes for business enterprise heads who wish their companies to face the try of time. This exclusive source covers a topic frequently ignored-the enterprise facet of working 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 advertisements awards courses on the planet, with over 18,000 items submitted from corporations and construction amenities in fifty-nine nations.
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Additional resources for Casting for Big Ideas: A New Manifesto for Agency Managers (An Adweek Book)
Follow the RFP’s drift—but not slavishly. Look for ways to customize your response. If the client opens the door by asking why you want to pitch this account, start by indicating your interest in the client’s business by reading its annual report, checking out published news accounts, and visiting its Web site. Or better yet, be candid. You’re not sure yet whether you want this account, but you want to learn more about the client’s business. qxd 4/23/03 10:05 AM Page 47 THE PITCH • • • • 47 Don’t try to anticipate the next phase, the presentation of actual ideas for improving the client’s business.
We knew when we entered the room that we had lost,” says Bond with good humor, stretching out his legs on a coffee table in his new Soho office. “No matter what we did we couldn’t break the spell they had created. ” As agencies only exist to serve clients, accounts are the lifeblood of every agency. Strong agencies can be measured by their ability to build revenues from current clients, but often this kind of growth is stunted by factors totally outside the advertising process. Even very good agencies have to fuel growth by winning new accounts.
The conference room should be a comfortable, clean meeting area. The more of your work on the walls the better, but otherwise don’t put much emphasis on window dressing. Unless you’ve scheduled a noon meeting, you don’t need to set up an elaborate buffet. Soft drinks, bottled water, fresh coffee, and munchies are enough. People should be relaxed and prepared. This is basically a credentials presentation. You’re going to want to find out what you can about the client’s interests, introduce the client to some of your top people, and lay down one or two relevant case histories to show how you work.
Casting for Big Ideas: A New Manifesto for Agency Managers (An Adweek Book) by Andrew Jaffe