Leap: A Revolution in Creative Business Strategy

Front Cover
John Wiley & Sons, Mar 10, 2003 - Business & Economics - 241 pages
3 Reviews
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!
  

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Review: Leap!: A Revolution in Creative Business Strategy

User Review  - Meity Fitriani - Goodreads

the book is actually interesting and gave me a better idea about creative business strategy. the side notes are helpful and easy to absorb, and I am now trying to implement them, hopefully it will work out just fine or better. Read full review

Review: Leap!: A Revolution in Creative Business Strategy

User Review  - Erick - Goodreads

Lil' bit similar to Tipping Point Read full review

Selected pages

Contents

CHAPTER 1 Tales of a LeftBrainRightBrain Thinker
1
CHAPTER 2 Creative Business Ideas
15
CHAPTER 3 Creativity at the Top
33
CHAPTER 4 The Creative Corporate Culture
49
CHAPTER 5 Creativity at the Heart of Business Strategy
71
CHAPTER 6 Do You Know What Business You Are In?
91
CHAPTER 7 The End of Advertising the Beginning of Something New
137
CHAPTER 8 The Entertainment Factor
159
CHAPTER 10 Make the Leap
217
Website
222
Acknowledgments
223
Notes
226
Credits
231
Index
234
About the Author
242
Copyright

CHAPTER 9 A Structure for Creative Thinking
183

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About the author (2003)

BOB SCHMETTERER is Chairman and CEO of Euro RSCG Worldwide, one of the world?s top five global advertising and communications agencies with clients such as Intel, Peugeot, Air France, Orange, Abbe National, MCI, Danone Group, Reckitt Benckiser, Volvo, and Yahoo!

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