Leap

A Revolution in Creative Business Strategy

Bob Schmetterer

254 pages, parution le 11/02/2003

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Résumé

Traditionally, company leaders develop a business strategy based on bottom lines and profit margins, then hire an ad agency to back up that strategy with creative advertising. But history shows that some of the most effective branding campaigns are born when companies work with ad agencies to develop a business strategy that has a big, creative idea at its heart-what CEO of Euro RSCG Bob Schmetterer calls the Creative Business Idea.

When the CEO of Hallmark Cards wanted to redirect his company to better meet the challenges of the coming century, he turned to an ad agency for help. That agency came to realize that Hallmark wasn't really in the business of greeting cards or gift wrap. The brand's true DNA was tied to traditional values, family, and decency. That understanding led to new lines of business, including the hugely successful Hallmark Flowers. The agency helped its client take the leap and see all it could be.

In Leap, Bob Schmetterer shows advertisers how to combine advertising creativity and bottom-line realities to develop winning business strategies and winning ad campaigns. He analyzes some of the most creative business ideas in history, showing how successful advertising and marketing strategies do more than simply communicate the brand-they define it. Schmetterer argues that the true challenge for advertisers is to help clients apply creative thinking to their core business strategies before they launch a branding blitz.

Leap is about connecting the left brain and the right brain to develop solid business strategies that are also creative, fresh, and exciting. It shows you how to connect with and listen to clients, and understand the business and product, allowing you to tap into the client's passion for the product and transmit that passion to the consumer.

With a wealth of examples from Intel to Volvo, Schmetterer shows marketing and ad agencies how to help their clients develop the big, creative idea that will transform their businesses-and perhaps their industries. It's time for companies to make the leap that synthesizes business and creativity to reap the full rewards of profitable innovation.

Contents

Introduction: Why Leap?
Tales of a Left-Brain/Right-Brain Thinker
Creative Business Ideas
Creativity at the Top
The Creative Corporate Culture
Creativity at the Heart of Business Strategy
Do You Know What Business You Are In?
The End of Advertising . . .the Beginning of Something New
The Entertainment Factor
A Structure for Creative Thinking
Make the Leap

L'auteur - Bob Schmetterer

BOB SCHMETTERER is Chairman and CEO of Euro RSCG Worldwide, one of the world's top five global advertising and communications agencies with clients such as Intel, Peugeot, Air France, Orange, Abbe National, MCI, Danone Group, Reckitt Benckiser, Volvo, and Yahoo!

Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Bob Schmetterer
Parution	11/02/2003
Nb. de pages	254
Format	16 x 23,5
Couverture	Relié
Poids	498g
Intérieur	Noir et Blanc
EAN13	9780471229179
ISBN13	978-0-471-22917-9