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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.
Buchkauf
Madison Avenue Makeover, W. Michael Farmer, Chris Zook
- Sprache
- Erscheinungsdatum
- 2023
- Einband
- (Paperback)
Keiner hat bisher bewertet.
- Titel
- Madison Avenue Makeover
- Untertitel
- The Transformation of Huge and the Redefinition of the Ad Agency Business
- Sprache
- Englisch
- Autor*innen
- W. Michael Farmer, Chris Zook
- Verlag
- LID Publishing
- Erscheinungsdatum
- 2023
- Einband
- Paperback
- Seitenzahl
- 256
- ISBN10
- 1911687646
- ISBN13
- 9781911687641
- Reihe
- Schlagwörter
- Sachbücher, Handel, Wirtschaft & Management, Ökonomie, Marketing & PR, Werbung und Promotion
- Beschreibung
- 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.