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Leap By Bob Schmetterer

Leap
by Bob Schmetterer

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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.
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Leap Summary


Leap: A Revolution in Creative Business Strategy by Bob Schmetterer

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. 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. Advertisers know how to create demand for an existing brand, but Schmetterer argues that the next challenge for advertisers is to help their clients apply creative thinking to their core business strategy 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's about mixing business's cold fixation on numbers with the warm heart of art and creativity to build revolutionary brands. It's about connecting with and listening to the client, understanding the business and the product, tapping into the client's passion for the product, and transmitting that passion to the consumer. It's about what happens when the business makes creativity part of its core strategy-enabling it to move beyond self-imposed boundaries and expand the limits of its reach. With a wealth of examples from Volvo to Purdue, Schmetterer shows ad agencies and managers 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. BOB SCHMETTERER is Chairman and CEO of Euro RSCG Worldwide, a one of the world's top five global advertising and communications agencies with clients such as Intel, Peugeot, Air France, Orange, Abby National, MCI, Danone Group, Reckitt Benckiser, Volvo, and Yahoo!

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Leap Reviews


"absorbing and quite compelling...a book that is full of good things..." (Admap, June 2003)

About 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!

Table of Contents


INTRODUCTION. CHAPTER 1. Tales of a Left-Brain/Right-Brain Thinker. CHAPTER 2. Creative Business Ideas. CHAPTER 3. Creativity at the Top. CHAPTER 4. The Creative Corporate Culture. CHAPTER 5. Creativity at the Heart of Business Strategy. CHAPTER 6. Do You Know What Business You Are In? CHAPTER 7. The End of Advertising ... the Beginning of Something New. CHAPTER 8. The Entertainment Factor. CHAPTER 9. A Structure for Creative Thinking. CHAPTER 10. Make the Leap. Website. Acknowledgments. References and Sources. Credits. Index. About the Author.

Additional information

GOR002640113
Leap: A Revolution in Creative Business Strategy by Bob Schmetterer
Bob Schmetterer
Used - Very Good
Hardback
John Wiley and Sons Ltd
2003-01-28
242
0471229172
9780471229179
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.