Philosophy and References

With regard to agencies much of our philosophy can be found in Andrew’s book, “Casting for Big Ideas: A New Manifesto for Agency Managers.” Andrew believes it is important for agencies to re-examine their structures and re-focus their efforts for creating strong brand ideas not just ads. He believes that agencies must approach brand development from a media-neutral position and employ sophisticated planning techniques to assure the effectiveness of their communications.

With regard to advertisers, Andrew believes no client should feel trapped in an agency relationship. But before severing relations with your current agency, it’s important to examine the work and capabilities to determine whether performance could be improved. Changing agencies is a traumatic process that should only be attempted if the present agency is no longer up to the task. When the client is ready to conduct a review, our process starts with a sophisticated needs assessment to determine the client’s medium and long-term goals and what kind of agency partner is most appropriate. We then narrow the quest to a select group of agencies and, through our proprietary search process, help the client evaluate the field. At the end of this rigorous process, one agency emerges as an ideal partner. We are also prepared to help negotiate compensation issues either with current or new partners.

Here are some of the comments about Andrew Jaffe’s ”Casting for Big Ideas.”:

“That advertising agencies must change or die is no longer open to challenge. Just how they must change is another matter. Andrew Jaffe combines the knowledge of an insider with the dispassionate perception of an outsider; the clarity with which he depicts the future makes his book a survival necessity for every agency manager.”
- Sir Martin Sorrell, CEO, WPP

“Andrew Jaffe is right on the mark: the future is about big ideas, and being media-neutral in concept and media-infinite in potential execution. Advertising agencies that do not adapt to this reality will become irrelevant to brands and businesses. "Casting for Big Ideas" is a rallying cry to the entire communication industry.”
- Jean-Marie Dru, President and CEO, TBWA Worldwide

“Andrew Jaffe has distilled a career of insight and wisdom about the advertising business into an instant classic. He shows a clear path for the advertising agency for this century. From defining media neutral, creative departments, to the idea that the media department might replace the creative department as the central contributor for brand building ideas, Jaffe turns upside down traditional thinking. If you are pressed for time and can only read one page, go to “Leadership Lessons for Becoming the Agency of the Future” and you have been amply rewarding for getting this book. For anyone who loves advertising, this is a must read.
- Peter Sealey, Ph.D., Former Chief Marketing Officer - The Coca-Cola Company, Adjunct Professor of Marketing at the Haas School of Business, The University of California at Berkeley; CEO, the Los Altos Group, Inc.

“Andrew has spent a lot of years observing the advertising business. In his book, he confirms what I’ve always believed - that we sell ideas, not ads. If his vision for the future comes true this business will be better and more fun.”
- Lee Clow, Chairman, Chief Creative Officer, TBWA Worldwide

“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

"Casting for Big Ideas" is an extraordinary blend of historical
perspective, insight into the future challenges facing our industry, and pragmatic advice for agencies leaders at every stage of company growth and development. A must read for everyone in the business.
- Joe Grimaldi, CEO, Mullen

“An insider’s view from an expert who’s seen it all, "Casting for Big Ideas" provides inspiring views on how we can change the ad business – from the inside. Andrew captures both the difficulty and the importance of creating a new kind of marketing communications, who’s doing it right and why. A thoroughly engaging read.”
- Bob Schmetterer, Chairman and Chief Executive Officer, EURO RSCG Worldwide

“I really enjoyed reading "Casting for Big Ideas" It’s an essential guide to reinventing the agency function for the future assembled by one of the keenest observers of advertising and brand building.”
- Rick Kurnit, Partner, Frankfurt Kurnit Klein & Selz Attorneys

"Andrew Jaffe packs a well-informed punch in his premise that agencies have no choice but to reinvent themselves if they are to thrive – never mind survive! But he doesn't leave readers in the lurch; 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.

“Jaffe's book is a must-read for any corporate advertising manager. In a time of shrinking corporate budgets and increasing calls for accountability, "Casting for Big Ideas" provides a "how-to" guide for getting the most out of the agency relationship. Jaffe's recommendation for agencies to get involved further upstream in the idea generation process and his emphasis on being "media-neutral" are both good news for clients who seek new solutions to the problems of brand identity and smart positioning. “
- Krista Pilot, Manager, Corporate Advertising, United Technologies

"Andrew hits the nail right on the head with this one! It is long overdue for advertising agencies to change their existing models. This book details the issues and challenges that agencies are facing today and, even more importantly, provides solutions to better position them for the future. Considering the level of creative talent that walks through agency halls, the advertising world has not been innovative with their own business. This book will force agency leaders to sit up and take notice - and hopefully, act upon some of Andrew's suggestions."
- Steven G. Gundersen , CEO, Gundersen Partners