Paramètres
- 256pages
- 9 heures de lecture
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In August 2021, author Michael Farmer was invited by Mat Baxter, the new CEO of Huge, the global digital agency owned by Interpublic, to become an independent “ fly on the wall” observer to record the strategic and operational transformation of Huge. Baxter was Huge’ s fifth CEO in four years. Huge had had a history of slow growth, client churn and marginal profitability. This book is the riveting story of Huge's journey through its transformation, with a revised mission, a new line of fixed-price products, and a single global organization that would permit Huge to help its clients accelerate their top line growth rates. "It’ s one thing to organize a change plan that assigns responsibilities to senior executives,” mused Baxter, “ and another thing to have the sum of their efforts add up to something greater. That is what we have achieved." Madison Avenue Makeover provides a unique insight into how one company changed in order to survive, and at the same time, redefined the advertising agency business.
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Madison Avenue Makeover, W. Michael Farmer, Chris Zook
- Langue
- Année de publication
- 2023
- product-detail.submit-box.info.binding
- (souple),
- État du livre
- Très bon
- Prix
- 8,99 €
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- Titre
- Madison Avenue Makeover
- Sous-titre
- The Transformation of Huge and the Redefinition of the Ad Agency Business
- Langue
- Anglais
- Auteurs
- W. Michael Farmer, Chris Zook
- Éditeur
- LID Publishing
- Publié
- 2023
- Format
- souple
- Pages
- 256
- ISBN10
- 1911687646
- ISBN13
- 9781911687641
- Séries
- Mots clés
- Nonfiction, Commerce, Affaires & Gestion, Économie, Marketing et relations publiques, Publicité et promotion
- Description
- In August 2021, author Michael Farmer was invited by Mat Baxter, the new CEO of Huge, the global digital agency owned by Interpublic, to become an independent “ fly on the wall” observer to record the strategic and operational transformation of Huge. Baxter was Huge’ s fifth CEO in four years. Huge had had a history of slow growth, client churn and marginal profitability. This book is the riveting story of Huge's journey through its transformation, with a revised mission, a new line of fixed-price products, and a single global organization that would permit Huge to help its clients accelerate their top line growth rates. "It’ s one thing to organize a change plan that assigns responsibilities to senior executives,” mused Baxter, “ and another thing to have the sum of their efforts add up to something greater. That is what we have achieved." Madison Avenue Makeover provides a unique insight into how one company changed in order to survive, and at the same time, redefined the advertising agency business.