10331_Jaffe_ffirst.r.qxd 4/23/03 10:09 AM Page v C A S T I N G F O R B I G I D E A S A N E W M A N I F E S T O F O R A G E N C Y M A N A G E R S ANDREW JAFFE AN ADWEEK BOOK John Wiley & Sons, Inc. 10331_Jaffe_ffirst.r.qxd 4/23/03 10:09 AM Page ii 10331_Jaffe_ffirst.r.qxd 4/23/03 10:09 AM Page i MORE PRAISE FOR CASTING FOR BIG IDEAS Andrew Jaffe has used his unique access to the very best thinkers in the agency world, Lee Clow, Jeff Goodby, Keith Reinhard, and others, to create a compelling blueprint for the agency of the future. A fine and thoughtful book. Sam Hill,President, Helios Consulting Andrew Jaffe packs a well-informed punch in his premise that agen- cies have no choice but to reinvent themselves if they are to thrive— never mind survive! He lays down a clear path of step-by-stepping stones for agency leaders to walk on if they hope to realize success in this new century. Wenda Harris Millard,Chief Sales Officer, Yahoo!, Inc. This is an essential compendium of the best thinking about reinvent- ing the agency function for the future, assembled by one of the keen- est observers of advertising and brand building. Rick Kurnit,Partner, Frankfurt Kurnit Klein & Selz, PC Andrew Jaffe’s book is a must-read for any corporate advertising man- ager. In a time of shrinking corporate budgets and increasing calls for accountability, Casting for Big Ideas provides a “how-to” guide for get- ting the most out of the agency relationship. Krista Pilot,Manager, Corporate Advertising, United Technologies 10331_Jaffe_ffirst.r.qxd 4/23/03 10:09 AM Page ii 10331_Jaffe_ffirst.r.qxd 4/23/03 10:09 AM Page iii C A S T I N G FOR B I G I D E A S 10331_Jaffe_ffirst.r.qxd 4/23/03 10:09 AM Page iv Adweek Books and Brandweek Books are designed to present interesting insights for the general business reader and for professionals in the worlds of media, marketing, and advertising. These innovative books, written by leaders in the business, address the challenges and opportunities of these industries. Some of our authors head their own compa- nies, others have worked their way up to the top of their field in large multina- tionals. They all share a knowledge of their craft and a desire to enlighten others. We hope readers will find these books as helpful and inspiring as Adweek, Brandweek,and Mediaweekmagazines. Published Disruption: Overturning Conventions and Shaking Up the Marketplace, Jean-Marie Dru Under the Radar: Talking to Today’s Cynical Consumer,Jonathan Bond and Richard Kirshenbaum Truth, Lies and Advertising: The Art of Account Planning,Jon Steel Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, Adam Morgan Warp-Speed Branding: The Impact of Technology on Marketing,Agnieszka Winkler Creative Company: How St. Luke’s Became“the Ad Agency to End All Ad Agencies,” Andy Law Another One Bites the Grass: Making Sense of International Advertising,Simon Anholt Attention! How to Interrupt, Yell, Whisper and Touch Consumers,Ken Sacharin The Peaceable Kingdom: Building a Company without Factionalism, Fiefdoms, Fear, and Other Staples of Modern Business,Stan Richards Getting the Bugs Out: The Rise, Fall, and Comeback of Volkswagen in America, David Kiley The Do-It-Yourself Lobotomy: Open Your Mind to Greater Creative Thinking, Tom Monahan Beyond Disruption: Changing the Rules in the Marketplace, Jean-Marie Dru And Now a Few Laughs From Our Sponsor: The Best of Fifty Years of Radio Commercials,Larry Oakner Leap: A Revolution in Creative Business Strategy,Bob Schmetterer Hey, Whipple, Squeeze This: A Guide to Creating Great Ads, Second Edition, Luke Sullivan Buzz: Harness the Power of Influence and Create Demand,Marian Salzman, Ira Matathia, and Ann O’Reilly 10331_Jaffe_ffirst.r.qxd 4/23/03 10:09 AM Page v C A S T I N G F O R B I G I D E A S A N E W M A N I F E S T O F O R A G E N C Y M A N A G E R S ANDREW JAFFE AN ADWEEK BOOK John Wiley & Sons, Inc. 10331_Jaffe_ffirst.r.qxd 4/23/03 10:09 AM Page vi Copyright © 2003 by Andrew Jaffe. All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada. Illustrations © copyright by Bob White, Whitefish Studios. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 750-4470, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, e-mail: [email protected]. 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ISBN 0-471-30954-0 Printed in the United States of America 10 9 8 7 6 5 4 3 2 1 10331_Jaffe_ftoc.r.qxd 4/23/03 10:09 AM Page vii CONTENTS Foreword by Neil French, Worldwide Creative Director, Ogilvy & Mather Advertisingi x Introduction: The Call for a New, Smarter Agency Architecture 1 PART 1 Agency Architecture CHAPTER 1 Agency Architecture: Getting It Right from the Beginning 15 CHAPTER 2 The Pitch: Matching the Hatch and Deciding What Would Make the Client Bite Down on Your Lure 41 CHAPTER 3 Creative Department: How Long Can It Survive as Idea Central? 67 CHAPTER 4 Media Department: Can It Replace Creative as the Primary Source for Brand-Building Ideas? 83 CHAPTER 5 The Internet and the Agency 103 CHAPTER 6 Prioritizing Strategic Planning 119 PART 2 Management Lessons CHAPTER 7 Growing Your Agency 137 CHAPTER 8 Smart Ownership Principles 155 10331_Jaffe_ftoc.r.qxd 4/23/03 10:09 AM Page viii viii CONTENTS CHAPTER 9 Integrating and Refocusing the Agency Network 167 CHAPTER 10 The Future 187 APPENDIX A Advertising’s Invisible Values 205 APPENDIX B A Big Future for Big ideas 215 APPENDIX C The IDEO Difference 225 Notes 231 Acknowledgments 237 Index 239