getAbstract Summary: Get the key points from this book in less than 10 minutes.

Speaking from the knowledgeable perspective of an industry insider, ad agency innovator Faris Yakob addresses how the digital age radically transforms advertising. He considers the historical purpose and drive behind advertising, and provides contemporary case studies with practical analyses of how companies can navigate multimedia platforms and changing consumer relationships. He details how agencies must change to remain relevant. Agencies can outsource advertisement production and media placement, so those skills are no longer necessary core competencies, but creativity is. Therefore, advertising professionals have an advantage over other business consultants, because advertising has always found creative solutions to business problems. The toolkits in the final section of Yakob's manual provide specific steps for shaking up your marketing and strategic thinking. getAbstract recommends this forward-looking guide to agency planners, marketing strategists, advertising executives and corporate ad buyers.

Book Publisher:

Kogan Page