Advertising agencies are caught between fee-cutting clients and profit-hungry owners.
“Required reading for everyone in the business of buying and making market-ing 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.”
“A good, swift kick in the butt is medicine every legacy business needs, though rarely welcomes. Michael Farmer administers the kick deftly, backed by years of experience and data. This readable book is a wake-up call for marketers and advertisers.”
“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.”
“ 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 Mad Men, the book is a sobering read.”