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How Disruption Brought Order: The Story of a Winning Strategy in the World of Advertising

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How Disruption Brought Order: The Story of a Winning Strategy in the World of Advertising Cover

 

Synopses & Reviews

Publisher Comments:

In his previous bestselling books, global advertising icon Jean-Marie Dru explored the visionary, innovative techniques that have become a hallmark of TBWA Worldwide campaigns. Now he gives a first-hand account of how the bold methods of disruption launched TBWA to the forefront of international advertising. Here he shares personal insights and anecdotes about his life in advertising as well as lessons learned, revealing how client campaigns for Nissan, Adidas, and the Apple iPhone became such unqualified successes. Both a fascinating business memoir and a practical guide to harnessing the power of disruption, this book offers a look at the cutting edge of modern advertising.

Synopsis:

The story of how TBWA Worldwide became the top ad agency in the world thanks to their defining practice: Disruption.

About the Author

Jean-Marie Dru was appointed President and Chief Executive Officer of TBWA Worldwide in March 2001. He was previously co-founder and Chairman of BDDP Group, which merged with TBWA in 1998. Dru is the author of Disruption: Overturning Conventions and Shaking up the Marketplace and Beyond Disruption: Changing the Rules in the Marketplace.

Table of Contents

 Part One THINKING DIFFERENTLY 

 

1.         The Method

(Or why our way of working makes our agency a different kind of company)

2.         The Product

(Or why advertising has to change in a world of interactive dominance)

3.         The Media

(Or why advertising is entering an era without barriers)

4.         The Agency

(Or why the agency of the future will be a cultural laboratory)

 

 

Part Two ACTING DIFFERENTLY

 

5.    Culture

       (Or how a company culture can become its key competitive asset)

6.    Values

       (Or how company values that come at no cost have no worth) 

7.    Skills

       (Or how our company has nurtured special skills)

8.    Principles

       (Or how to create a culture that fosters  principles that go against  convention)

 

        

Part Three BEHAVING DIFFERENTLY

 

9.    The Advertising Man

       (Or what Lee Clow can teach others about advertising )

10.  The Brand

       (Or why companies should think of themselves as brands)

Product Details

ISBN:
9780230600690
Author:
Dru, Jean Marie
Publisher:
Palgrave MacMillan
Author:
Dru, Jean-Marie
Subject:
Corporate History
Subject:
Advertising
Subject:
Advertising agencies
Subject:
Advertising & Promotion
Subject:
Strategic planning
Subject:
Marketing - General
Subject:
Advertising -- Cross-cultural studies.
Subject:
Promotion
Subject:
Corporate
Subject:
Business -- History.
Subject:
Corporate & Business History
Subject:
Business-Advertising
Copyright:
Edition Description:
Trade Cloth
Publication Date:
20070931
Binding:
HARDCOVER
Grade Level:
General/trade
Language:
English
Illustrations:
Includes 15 pages of black-and-white pho
Pages:
256
Dimensions:
9.25 x 6.13 in

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Related Subjects

Business » Advertising
Business » Business Plans
Business » General
Business » History and Biographies
Business » Marketing
History and Social Science » Law » General

How Disruption Brought Order: The Story of a Winning Strategy in the World of Advertising Used Hardcover
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Product details 256 pages Palgrave MacMillan - English 9780230600690 Reviews:
"Synopsis" by ,
The story of how TBWA Worldwide became the top ad agency in the world thanks to their defining practice: Disruption.
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