Re-engineering the Advertising Agency

Thomas Forbes

The idea that creatives, account management and media planners must work together is integral to the re-engineering process many agencies have been undergoing in the 1990s.

Re-engineering the advertising agency

Thomas Forbes

APOSTLES OF CHANGE CALL IT THE NEW WAVE; WE EXAMINE SIX WHO DARED

As John Goodchild, CEO of The Weightman Group in Philadelphia tells it, he caught re-engineering fever when he spent a day working at The Flying Starship Factory in the spring of 1992. The Factory, a simulation conducted by the New Jersey consultancy of Block Petrella Weisbord, is really a manufacturing exercise. Goodchild says that he was skeptical about whether the lessons of The Flying Starship Factory would apply to a service business, particularly an advertising agency. But that was before he...

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