Leap: A Revolution in Creative Business Strategy - Hardcover

Schmetterer, Bob

Hardcover

ISBN 10: 0471229172 ISBN 13: 9780471229179

Publisher: John Wiley & Sons, 2003

Synopsis

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!

About this title

Review

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

From the Back Cover

"The only sustainable form of business leadership is thought leadership–generating more great ideas faster than the competition. Bob Schmetterer, one of the truly creative minds in advertising, teaches leaders in every industry how to win big by thinking different. So make the leap . . . Read and learn from this genuinely important book."
–William C. Taylor, Founding Editor, Fast Company

"So what happens to advertising (and advertising agencies) when mass media totally falls apart? Here, in the middle of a smart ad man′s autobiography, may lie the answer: Smart companies will use brilliant ad agencies to reinvent their products and the way they work. Big ideas still matter!"
–Seth Godin, author, Survival Is Not Enough and Permission Marketing

"This book contains great insight, great integrity, and clarity about the important part that values linked to understanding play in creative work. A very impressive work that is both inspiring and useful in today′s competitive world."
–Edwin Schlossberg, Designer, ESI Design

"True business creativity is powerful and inspiring . . . and Bob′s passion for it makes you want to be a part of it. Leap is a journey from Intel to Guggenheim′s vision, passing from a ′branded′ Argentinian bridge on the way to Perdue′s chicken–making history . . . All four are creative business ideas made of both vision and actions, and Bob captures their essence masterfully."
–Elio Leoni Sceti, EVP, Category Development, Reckitt Benckiser

"Bob Schmetterer has always been an innovator in our business, and this book offers proof of why that is the case. His ′Creative Business Ideas′ concept represents out–of– the–box thinking at its best. Anyone interested in the future of marketing communications and the critical role of creativity should read it."
–O. Burtch Drake, President and CEO, American Association of Advertising Agencies

"A key management challenge is how to enable an organization to grow, see new opportunities, and lead the market. Bob Schmetterer answers this important question and shares his insights in this highly readable book. I recommend it to all senior executives who are concerned with creativity and business growth."
–Peter Lorange, President, International Institute for Management Development

"Information to share and lessons to learn from a great mind. Leap makes fascinating reading. No wonder Bob Schmetterer was instrumental in launching our Revolvolution. The man is creativity embodied."
–Hans–Olov Olsson, President and CEO, Volvo Car Corporation

Edition details

• Publisher: John Wiley & Sons
• Publication date: 2003
• ISBN 10: 0471229172
• ISBN 13: 9780471229179
• Binding: Hardcover
• Language: English
• Number of pages: 242