The new owner and CEO of Arnold Advertising, a relatively small regional agency, it should build in Arnold Communications – a much larger, stronger company to compete successfully for national accounts. As part of this growth strategy, the Agency developed a method for determining the “brand essence” of a client’s product and with the essence, to lead the development of all creative work on the client’s campaign. In most cases, the approach to be successful at winning new business seems. Questi … Read more »

The new owner and CEO of Arnold Advertising, a relatively small regional agency, it should build in Arnold Communications – a much larger, stronger company to compete successfully for national accounts. As part of this growth strategy, the Agency developed a method for determining the “brand essence” of a client’s product and with the essence, to lead the development of all creative work on the client’s campaign. In most cases, the approach to be successful at winning new business seems. However, questions arise about the effectiveness of the procedure for the management of ongoing creative development and implementation of advertising campaigns.
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from
Teresa M. Amabile,
Jeremiah Weinstock
Source: Harvard Business School
26 pages.
Publication Date: Sep 11, 1998. Prod #: 899083-PDF-ENG
Arnold Communications HBR case solution

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