Introduction: The Call for a New, Smarter Agency Architecture.
PART 1: Agency Architecture.
CHAPTER 1: Agency Architecture: Getting It Right from the Beginning.
CHAPTER 2: The Pitch: Matching the Hatch and Deciding What Would Make the Client Bite Down on Your Lure.
CHAPTER 3: Creative Department: How Long Can It Survive as Idea Central?
CHAPTER 4: Media Department: Can It Replace Creative as the Primary Source for Brand-Building Ideas?
CHAPTER 5: The Internet and the Agency.
CHAPTER 6: Prioritizing Strategic Planning.
PART 2: Management Lessons.
CHAPTER 7: Growing Your Agency.
CHAPTER 8: Smart Ownership Principles.
CHAPTER 9: Integrating and Refocusing the Agency Network.
CHAPTER 10: The Future.
APPENDIX A: Advertising’s Invisible Values.
APPENDIX B: A Big Future for Big ideas.
APPENDIX C: The IDEO Difference.
- Students will have access to interviews with leaders in the advertising industry. Because of Jaffe's range of experiences in the advertising world, he has a an impressive and extensive network which will inform students reading this book, including: Bob Schmetterer, CEO of Euro RSCG; Shelly Lazarus, chair of Ogilvy & Mather; Jean-Marie Dru, chairman and CEO of TBWA Worldwide; and Roy Spence, chairman and founder of GSDM.
- There is virtually no competition on the topic of agency building and management, though there is a wide market for it. The topics covered throughout this book are perfert for an advertising course.