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INTRODUCTION 1 . Bill Bernbach, DDB.Com, -Forget.Html, Retrieved September 19, 2014 NOTES INTRODUCTION 1 . Bill Bernbach, DDB.com, http://www.ddb.com/BillBernbachSaid/Slideshow/we -forget.html , retrieved September 19, 2014. 2 THE VISION 1 . Nike.com, Nike Mission Statement , http://help-en-us.nike.com/app/answers/detail/a _id/113/p/3897 (September 8, 2014). 2 . Quora.com, What Is a Brand?, http://www.quora.com/What-is-a-brand (March 6, 2013). 3 . Tony Hsieh, Delivering Happiness: A Path to Profi ts, Passion, and Purpose (New York: Hachette Book Group, Kindle Edition, 2010), p. 151. 4 . Ibid. p. 154. 5 . Ibid. p. 152. 6 . John Hegarty, Hegarty on Advertising (London: Thames & Hudson, Kindle Edition, 2010), Kindle Locations 874–875. 7 . Scott Goodson, “How to Start a Successful Ad Agency,” Fortune, December 5, 2010 ( http://www.forbes.com/sites/marketshare/2010/12/05/how-to-start-a-successful -ad-agency/2/ ). 3 THE VALUE PROPOSITION OF CULTURE 1 . Kenneth Roman, The King of Madison Avenue: David Ogilvy and the Making of Modern Advertising (New York: Palgrave Macmillan Kindle Edition, 2010), Kindle Locations 3318–3320. 2 . Sean Silvertone, “The Profi t Power of Corporate Culture,” Harvard Business School, September 28, 2011 ( http://hbswk.hbs.edu/item/6818.html ). 3 . Rob Goffee and Gareth Jones, “Creating the Best Workplace on Earth,” Harvard Business Review, May 2013 ( http://hbr.org/2013/05/creating-the-best-workplace -on-earth/ar/pr ). 4 . Leo Burnett, Communications of an Advertising Man: Selections from the Speeches, Articles, Memoranda, and Miscellaneous Writings of Leo Burnett (Chicago: Leo Burnett Privately Printed, 1961), p. 81 4 CULTURE AND VISION 1 . Rob Goffee and Gareth Jones, “Creating the Best Workplace on Earth,” Harvard Business Review, May 2013 ( http://hbr.org/2013/05/creating-the-best-workplace-on -earth/ar/pr ). 2. Brett Martin, “Postmortem of an Internet Backed Startup,” medium.com, September 17, 2003 ( https://medium.com/p/72c6f8bec7df ). 328 NOTES 5 COMMUNICATION 1 . Brett Martin, “Postmortem of an Internet Backed Startup,” medium.com, September 17, 2003 ( https://medium.com/p/72c6f8bec7df ). 2 . Tony Hsieh, Delivering Happiness: A Path to Profi ts, Passion, and Purpose (New York: Hachette Book Group, Kindle Edition, 2010), Kindle Locations 2247–2250. 7 IDEAS 1 . Steve Jobs, as quoted in Philip Elmer-DeWitt, “Steve Jobs: The Parable of the Stones,” in The Triumph of the Nerds: The Rise of Accidental Empires . dir. Robert X. Cringely. PBS, 1996. Film; Neil Gaiman, journal.Neilgaiman.com http://journal.neilgaiman .com/2009/01/journeys-end.html , January 16, 2009; Johann Wolfgang von Goethe, as quoted in goodreads.com, https://www.goodreads.com/quotes/24395-a-really- great-talent-fi nds-its-happiness-in-execution , September 14, 2014; Thomas Edison, as quoted in wikiquote.com , http://en.wikiquote.org/wiki/Thomas_Edison , Sep- tember 14, 2014; Voltaire, as quoted in goodreads.com , https://www.goodreads.com /quotes/230582-originality-is-nothing-but-judicious-imitation-the-most-original- writers , September 14, 2014; Nancy Prager, Protect and Leverage, http://nancyprager. wordpress.com/2007/05/08/good-poets-borrow-great-poets-steal/ , May 8, 2007, Quote Investigator, http://quoteinvestigator.com/2014/06/01/creative/ , June 1, 2014. 2 . google.com, retrieved May 28, 2013. 3 . Gregory Solman, Hilton Reignites Debate over the Value of Ideas, http://www.adweek .com/news/advertising/hilton-reignites-debate-over-value-ideas-79800 , May 30, 2005. 8 PROCESS 1 . James Webb Young, A Technique for Producing Ideas (CreateSpace Independent Pub- lishing Platform, Kindle Edition, 2014), Kindle Location 71. 2 . A good overview can be found in Stephen Fox, Mirror Makers (Champaign, IL: Uni- versity of Illinois Press, 1997), pp. 180–187. 3 . W. Glenn Griffi n and Deborah Morrison, The Creative Process Illustrated: How Adver- tising’s Big Ideas Are Born (HOW Books, F+W Media, Inc. Kindle Edition, 2010), Kindle Locations 367–371. 4 . David Kiley. Getting the Bugs Out: The Rise, Fall, & Comeback of Volkswagen in Amer- ica (An Adweek Book, John Wiley and Sons, Kindle Edition, 2002), Kindle Locations 2665–2668. 5 . John Hegarty. Hegarty on Advertising, (Thames & Hudson. Kindle Edition, 2010), Kindle Location 878. 6 . John Coleman, Six Components of Great Corporate Culture, http://blogs.hbr.org /cs/2013/05/six_components_of_culture.html , May 6, 2013. 7 . Wikipedia, “Process Is Important,” http://en.wikipedia.org/wiki/Wikipedia:Process _is_important , retrieved September 14, 2014. 8 . Ralf Herbrich, Research at Facebook: “Nothing Is Riskier Than Not Taking Risks,” https://www.facebook.com/notes/facebook-engineering/research-at-facebook -nothing-is-riskier-than-not-taking-risks/10150604394583920 , March 7, 2012. 9 . Hegarty, Kindle Location 891. 10 . Rob Goffee and Gareth Jones, “Creating the Best Workplaces On Earth,” Harvard Business Review, May 2013, http://hbr.org/2013/05/creating-the-best-workplace-on -earth/ . 11 . Young, Kindle Location 149. 12 . Griffi n and Morrison, Kindle Locations 2793–2798. 13 . Hegarty, Kindle Locations 856–861. NOTES 329 14 . Timothy Dolan. (2010). “Revisiting Adhocracy: From Rhetorical Revisionism to Smart Mobs.” Journal of Future Studies 2: 33–50, p. 8. 1 5 . Harvard Business Review , May 2013. 16 . Fox, p. 300. 17 . I suppose you may be the chairman of a large, moribund agency desperately in need of new ideas who is reading this book for some reason. In that case, I advise you to change the climate before you bring in the orchids. 1 8 . Harvard Business Review , May 2013. 9 WORKING FOR OTHER AGENCIES 1 . “Crispin Acquires Texturemedia”, Adweek, June 18, 2008, http://www.adweek.com /news/technology/crispin-acquires-texturemedia-96123 . 2 . LinkedIn, http://www.linkedin.com/in/andrewbdavison , retrieved September 14, 2014. 3 . Dentsu, Summary of First Half of Fiscal 2013 and Management Strategy, Novem- ber 15, 2013, http://www.dentsu.com/ir/data/pdf/20142QEAPREE2.pdf , retrieved September 14, 2014. 4 . “Publicis Groupe Acquires Indigo Consulting in India,” The Economic Times, April 24, 2012, http://articles.economictimes.indiatimes.com/2012-04-24/news/31392619_1 _jarek-ziebinski-leo-burnett-india-arvind-sharma ; “Publicis Groupe Acquires Flip Media, Leading Middle Eastern Digital Agency,” fl ipcorp.com February 2, 2012; “JWT to Acquire Majority Stake in Hungama Digital,” JWT.com, June 13, 2012, https:// www.jwt.com/en/asiapacific/news/jwttoacquiremajoritystakeinhungamadigital/ , campaignbrief.com ; “TBWA India Acquires Digital Company Magnon,” Janu- ary 9, 2013, http://www.campaignbrief.com/asia/2013/01/tbwa-acquires-magnon -indias-le.html, WPP.com ; “Y&R acquires majority stake in Turkish creative digi- tal agency C-Section,” February 28, 2013, http://www.wpp.com/wpp/investor /fi nancialnews/2013/feb/28/yr-acquires-majority-stake-in-turkish-creative-digital -agency-c-section/ ; “Aegis Group PLC AGS Acquisition of Roundarch,” Feb- ruary 22, 2012, bloomberg.com, http://www.bloomberg.com/bb/newsarchive /ahoHIww9bnlo.html; Rachel Strugatz, “Create the Group Buys Morpheus Media,” Women’s Wear Daily, June 20, 2011, http://www.wwd.com/media-news/digital /createthe-group-buys-morpheus-media-3669132 . 5 . “What Exactly is a Frenemy? Sir Martin Sorrell, Chief Executive of WPP Thinks Google Is One,” Social Business Thinking, http://londoncalling.co/2008/03/what- exactly-is-a-frenemy/ , retrieved September 14, 2014. 11 THE BASICS 1 . John Hegarty, Hegarty on Advertising (Thames & Hudson. Kindle Edition, 2010), Kindle Location 1342–1343. 2 . Cosima Marriner, “We’re Only Three Phone Calls from Disaster,” The Guardian , November 30, 2005, http://www.guardian.co.uk/media/2005/nov/30/business. advertising . 3 . Rae Ann Fera, “10 Ways to Fix the Agency Pitch Process,” Fast Company, March 7, 2002, http://www.fastcocreate.com/1680035/10-ways-to-fi x-the-agency-pitch-process. 12 THE EMOTIONAL 1 . Simon Sinek, “Why Don’t Agencies Advertise?” Brandweek, April 17, 2006, http:// sinekpartners.typepad.com/refocus/2006/05/why_dont_ad_age.html . 2 . John Hegarty, Hegarty on Advertising (Thames & Hudson. Kindle Edition, 2010), Kindle Locations 554–555. 330 NOTES 3 . I b i d . 4 . Scott Goodson, “How to Start A Successful Ad Agency,” Forbes , December 5, 2010, http://www.forbes.com/sites/marketshare/2010/12/05/how-to-start-a-successful -ad-agency/2/ . 13 THE PITCH 1 . John Hegarty, Hegarty on Advertising (Thames & Hudson. Kindle Edition, 2010), Kindle Locations 1236–1244. 2 . Rae Ann Fera, “10 Ways to Fix the Agency Pitch Process,” Fast Company, March 7, 2002, http://www.fastcocreate.com/1680035/10-waysto-fi x-the-agency-pitch-process. 3 . I b i d . 4. Hegarty, Kindle Locations 1136–1138. 5 . Fast Company, March 7, 2012. 6 . Peter Coughter, The Art of the Pitch: Persuasion and Presentation Skills That Win Business (New York: Palgrave MacMillan, Kindle Edition, 2012), Kindle Locations 2699–2701. 7 . Hegarty, Kindle Locations 1272–1273. 8 . I b i d . 9 . Coughter, Kindle Locations 1011–1017. 10 . Ibid. 11 . James P. Othmer . Adland: Searching for the Meaning of Life on a Branded Planet (New York: Knopf Doubleday Publishing Group. Kindle Edition, 2009) Kindle Locations 82–83. 1 2 . Fast Company, March 7, 2012. 13 . Hegarty, Kindle Locations 1364–1368. 14 . Gregory Solman, “Hilton Reignites Debate over the Value of Ideas,” Adweek, May 30, 2005, http://www.adweek.com/news/advertising/hilton-reignites-debate-over -value-ideas-79800 . 1 5 . I b i d . 14 THE RATIONAL 1 . The confi dentiality notice is generally useless, and many RFPs explicitly say that they will own your ideas and do with them what they may—a topic for another section— but I fi nd a copyright and confi dentiality notice here are useful anyhow, and no one’s ever complained. 2 . Brian Morrissey, “Do Agencies Need Chief Digital Offi cers?”, Digiday , May 9, 2012. http://www.digiday.com/agencies/do-agencies-need-chief-digital-offi cers/ . 3 . Michael Bush, “Procurement: We’re about Value, Not Price,” Advertising Age, April 26, 2010. http://adage.com/article/agency-news/procurement-price/143473/ .
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