Strategies of Successful Advertisers

Strategies of Successful Advertisers is an authoritative, incisive collection of insider perspectives on the dynamic and innovative forefront of the advertising industry. Featuring top CEOs and company directors, all representing some of the nation's leading advertising agencies, this book highlights fundamental strategies for successful leadership in the advertising world. The authors candidly discuss market strategies, client service, staffing challenges, global advertising, and consumer culture, distinctly noting how to manage these aspects in the right way in order to achieve success in the industry. Defining tactics that have been imperative to their own accomplishments and daily practice and drawing from actual experiences, these leading executives also share their insight and practical guidance on tracking current market trends, increasing revenue, running ad campaigns, managing a creative team, and leveraging current technologies as market Planning & Strategy. The different niches presented and the breadth of perspectives represented by these outstanding authors enable readers to get inside some of the great innovative minds of today, as experts offer their thoughts on the keys to successfully leading an advertising agency.

Chapters Include:

• 1) John R. Coleman, The VIA Group - "The Difficult We Do Immediately, the Impossible Will Be Ready Thursday"
• 2) Bill Fritsch, Hydrogen Advertising -- "Tear Down the Walls!"
• 3) Jack Anderson, Hornall Anderson Design - "Establishing an Environment that Inspires Your Team"
• 4) Anita Santiago, Anita Santiago Advertising - "The Art of Leading by Following Your Instincts"
• 5) Linda Sawyer, Deutsch Inc. - "Building a Path toward Long-Term Success"
• 6) Karen C. Francis, Publicis & Hal Riney - "Defining the Role of an Advertising CEO"
• 7) Bob Jeffrey, JWT - "If you're Not Living on the Edge, You're taking up Too Much Room"
• 8) Michael Cahan, Avrett Free Ginsberg - "The Art of Achieving New Business"