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9781912555123

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Required reading for everyone in the business of buying and making marketing communications. If both agencies and clients followed Michael's advice -- and his methods -- the marketing world would not just be a better place. The work would be smarter, more cost-effective, and more rewarding for everyone involved. --John Seifert, Chairman & CEO, Ogilvy & Mather Michael brings business clarity to an industry caught between its desire to add creative value while being measured by its efficiency. A Eureka moment for anyone who's begun to hate still being in love with the advertising industry. --Sebasti n Tonda, CEO Mexico, Denstu Aegis Network A great and engrossing read. This book is as relevant for advertisers as it is for agencies. After years of CMO tenure declining faster than agency turnover, the work of the CMO has had to refocus on delivering brand growth and profitability. This book highlights how our most valuable partners can refocus, too, and develop a more productive partnership to master the challenges of the VUCA world in which we operate. --Deborah Wahl, Chief Marketing Officer, Cadillac In his damning critique of the modern advertising industry, Michael Farmer warns that a dismal combination of technological change and the short-term drive for profit is killing creativity... For any young creative inspired by the lifestyle of ad campaigns and cocktails depicted in the TV series Man Men, the book is a sobering read. --Financial Times

Required reading for everyone in the business of buying and making marketing communications. If both agencies and clients followed Michael's advice -- and his methods -- the marketing world would not just be a better place. The work would be smarter, more cost-effective, and more rewarding for everyone involved. --John Seifert, Chairman & CEO, Ogilvy & Mather Michael brings business clarity to an industry caught between its desire to add creative value while being measured by its efficiency. A Eureka moment for anyone who's begun to hate still being in love with the advertising industry. --Sebastian Tonda, CEO Mexico, Denstu Aegis Network A great and engrossing read. This book is as relevant for advertisers as it is for agencies. After years of CMO tenure declining faster than agency turnover, the work of the CMO has had to refocus on delivering brand growth and profitability. This book highlights how our most valuable partners can refocus, too, and develop a more productive partnership to master the challenges of the VUCA world in which we operate. --Deborah Wahl, Chief Marketing Officer, Cadillac In his damning critique of the modern advertising industry, Michael Farmer warns that a dismal combination of technological change and the short-term drive for profit is killing creativity... For any young creative inspired by the lifestyle of ad campaigns and cocktails depicted in the TV series Man Men, the book is a sobering read. --Financial Times

Author Information

Prior to founding Farmer & Company in 1992, Michael Farmer was a strategy consultant with the Boston Consulting Group and director of Bain & Company. He headed Bain's Munich, Paris, and London offices during Bain's decade of European expansion in the 1980s.

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