Casting for Big Ideas

In Casting for Big Ideas, Andrew Jaffe, industry veteran andDirector of the Clio Awards, details important lessons on themanagement and growth of advertising agencies. He shows how theforty-year-old agency business model is breaking down because thework is becoming marginalized, as clients cut back ad budgets andhire outside marketing services and strategy firms. If agencies areto survive, Jaffe says, they must become idea-focused again and,instead of just making ads, master the art of devising the kind ofnon-advertising-type promotions that more quickly move a brand intothe culture. Based on his long experience in the advertisingindustry, Jaffe offers practical advice and important lessons foragency heads who want their businesses to stand the test of time.This one-of-a-kind resource covers a subject often ignored-thebusiness side of running an ad agency. Andrew Jaffe (New Canaan, CT) is the founding Publishing Directorof Wiley's Adweek and Brandweek books imprints. He is also theExecutive Director of the Clio Awards, one of the largest and mostfamous advertising awards programs in the world, with over 18,000pieces submitted from agencies and production facilities infifty-nine countries.