- Häftad (Paperback / softback)
- Antal sidor
- 3 ed
- LID Publishing
- 216 x 140 x 20 mm
- Antal komponenter
- 409 g
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Dare to Lead
Madison Avenue Manslaughter
An Inside View of Fee-Cutting Clients, Profit-Hungry Owners and Declining Ad Agencies149Skickas inom 5-8 vardagar.
Gratis frakt inom Sverige över 159 kr för privatpersoner.The advertising industry has reached a critical and dangerous point in its development - agencies destroy themselves by doing increased work for declining fees. So what are the logical consequences of the failure to act? Growing workloads and declining fees have created a "recipe for disaster." For the first time, Michael Farmer offers a solution to avoid this seemingly inevitable disaster. This book offers the world's first effective definition of "the real agency problem." Once the problem is understood, the author offers corrective solutions. Now in its third edition, Madison Avenue Manslaughter has been updated to include industry developments from 2017-2018, plus new material and chapters. This book is a call to action for the 21st-century breed of "mad men," which outlines the industry problems and encourages agencies and their clients to take management actions to keep this disaster at bay. These actions form the basis of a strategic response by agency CEOs as well as corporate chief marketing officers.
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"Required reading for everyone in the business of buying and making marketing communications. If both agencies and clients followed Michael's advice -- and his methods -- the marketing world would not just be a better place. The work would be smarter, more cost-effective, and more rewarding for everyone involved." --John Seifert, Chairman & CEO, Ogilvy & Mather "Michael brings business clarity to an industry caught between its desire to add creative value while being measured by its efficiency. A Eureka moment for anyone who's begun to hate still being in love with the advertising industry." --Sebastian Tonda, CEO Mexico, Denstu Aegis Network "A great and engrossing read. This book is as relevant for advertisers as it is for agencies. After years of CMO tenure declining faster than agency turnover, the work of the CMO has had to refocus on delivering brand growth and profitability. This book highlights how our most valuable partners can refocus, too, and develop a more productive partnership to master the challenges of the VUCA world in which we operate." --Deborah Wahl, Chief Marketing Officer, Cadillac "In his damning critique of the modern advertising industry, Michael Farmer warns that a dismal combination of technological change and the short-term drive for profit is killing creativity... For any young creative inspired by the lifestyle of ad campaigns and cocktails depicted in the TV series Man Men, the book is a sobering read." --Financial Times
Prior to founding Farmer & Company in 1992, Michael Farmer was a strategy consultant with the Boston Consulting Group and director of Bain & Company. He headed Bain's Munich, Paris, and London offices during Bain's decade of European expansion in the 1980s.