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A ravolution in Creative business strategy - Schemetter B.

Schemetter B. A ravolution in Creative business strategy - Wiley & sons , 2003. - 257 p.
ISBN 0-471-22917-2
Download (direct link): leaparevolutionIncreativeb2003.pdf
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Hall, Joyce C., 112 Hallmark Cards: as brand, 113-117 CEO of, 27
Crayola brand and, 163-165, 173 origins of, 112 Hallmark Entertainment, 165 Hallmark Flowers, 112, 115-117 Hart, Peter, 12 Hatchuel, Romain, 59, 138 HBO, 177, 178 HCM, 9
Hero Puch, 155-157 Heymann, Jorge, 148-155 Heymann/Bengoa/Berbari, 18 Hockaday, Irvine O., Jr.: as ad agency partner, 184 brand leadership by, 112, 113 as visionary, 27, 215 Holland, Brian, 88, 89 Horbury, Peter, 61 Huffstetler, Jim, 116, 117 Human-i Euro RSCG, 170 Hutchison Telecommunications, 120-123
Ibuka, Masura, 23 IDEO:
creative team process at, 186-189 office space of, 202-203
Information sharing, 5, 189-195, 199, 214 Innovation. See Creative thinking Inside the Actors Studio (TV program), 70
Intel:
ad agency relationship with, 81-82
brand awareness of, 83-86 BunnyPeople campaign,
82-83
Computer Inside™ campaign, 78-80 fear factor at, 200 Intel Inside® campaign, 22, 80-81 Red X campaign, 78, 79 Interactivity:
in advertising, 83, 138 as brand experience, 170 in design of spaces, 180-182 in marketing, 70 International Advertising Festival,
58, 59, 138, 148, 172 Internet:
as business facilitator, 83 communities created on, 177 as marketing medium, 66-67, 69, 126, 168, 169, 171-172 marketplace impact of, 112 navigating, 103-106
Katz, Aron, 214 Kelley, Tom, 186-189, 202, 203 KLP Euro RSCG, 123, 125 Knowledge: alternative, 29
sharing of, 189-195, 199, 214 Krens, Thomas, 14, 140-148
Lack, John, 108, 109 Leadership. See also CEOs
creativity recognized by, 33-38,
46-47, 51 as integral to CBIs, 148, 218 LeMarre, Jim, 4 Lin, Mason, 84 The Lion King (film), 160-162 LivePlanet, 179
Losing My Virginity (Branson), 39
Index 239
Made in Japan (Morita), 36 Malaremastarna (Swedish Association of Painting Contractors), 173-176 Marketing:
via advertising, 119 awards for, 138 entertainment value in, 160 via films, 177-178 via Internet, 66-67, 69, 126, 168, 169, 171-172 product tie-ins in, 161 MarketSite, 89 Massachusetts Society for the Prevention of Cruelty to Animals, interactive exhibit by, 180-181 Massey, Wright, 101 Mass media:
business market as target for, 50 European versus U.S., 138-139 going beyond, 84-85, 140, 168 as traditional approach, 150 McCabe, Ed, 7, 72, 75 McCarthy, Sean, 66 MCI:
advertising for, 11-12, 50 creative culture at, 49-52 new business categories for, 118-120 trust-based agency relationship, 213
Media planning, 138 Merchandising, via The Lion King, 161
Messer, Thomas, 142 Messner, Tom, 10, 11, 51 Messner Vetere Berger Carey, 10-12 Messner Vetere Berger McNamee Schmetterer (MVBMS): flat structure at, 52, 201 with Hallmark, 115, 116 with MCI, 118 origin of, 13 Volvo as client of, 213 war rooms at, 193 Mills Panoram Soundies, 108 Miramax Films, 177 Mistakes, dealing with, 199-200, 217
Moore, Chris, 177, 179 Morita, Akio, 23, 36-38 Moult, Tom, 214 MTV 106-111, 134 Multimedia:
as entertainment breakthrough, 179, 220 in marketing strategy, 171, 175
Narrowcasting, 108 Nasdaq, 87-90
National Association of Securities Dealers (NASD), 87 Nesmith, Michael, 108 Netscape, 201 Newman, Jane, 197 Ney, Ed, 9 Nickelodeon, 108 Nokia, 169-172 Nonlinear thinking:
in business domain, 25, 218 in creativity, 18, 24, 31 in dyslexia, 40, 41 in MTV development, 109 Noyce, Robert, 86
Ogilvy & Mather, 9
Ohga, Norio, 36
Olsson, Hans-Olov, 63, 64, 68
100-Day Meeting, 27
Only the Paranoid Survive (Grove),
85
Orange One campaign (Hutchison), 120-123 Osbourne, Ozzy, 134
Pankraz, Daniel, 213 Paris metro. See RATP Passion, role of, 4, 37, 38, 76, 102, 221
Peggy Guggenheim Museum, 143-144 Pentagram design firm, 149, 155 Perdue, Frank:
advertising by, 74-77 brand establishment by, 21-22, 73-74
as early agency client, 6-7, 72-73 passion of, 38
240 Index
Perdue chicken:
brand experience of, 30-31, 87 origin of, 73 pricing by, 75 Pesky, Alain, 72
Physical space, cultural effect of, 201-208, 210, 219 Pittman, Bob, 109, 110 Plana, Eduardo, 149 The Pocket Calculator Game Book (Schlossberg), 179 Pour Your Heart into It (Schultz),
99
Pouzilhac, Havas Alain de, 14 Price, Timothy, 119 Product:
in brand tie-ins, 161 as CBI component, 30, 44, 151 design of, 186 versus entertainment, 220 improvement of, 16 reinventing category for, 187-188 repositioning of, 156 Project Greenlight, 177-179 Project management team, 116 Prosumer, defined, 196 Puerto Madero (Buenos Aires), 150-155, 207
RATP (Regie Autonome des Transports Parisiens): agency evaluation of, 93-94 problems with, 92 transformation of, 95-97 trust-based agency relationship, 213
users of, 94-95 Record industry, 109-111 Regina, 194-195 Renegade, role of, 38-39 Research: online, 67 role of, 31 Reuters headquarters, 149 Revolvolution ad campaign, 61-70,
208
Risk taking, 199, 217 Rock the Vote, 111
Roddick, Anita, 139
Room Service TV series, 174-176
Salzman, Marian, 197 Scali, Sam, 7, 72
Scali McCabe Sloves, 6, 8, 72, 74, 108
Schlossberg, Edwin, 179-182 Schultz, Howard, 98-101, 135 Scopitone, 108
Securities and Exchange Commission (SEC), 87 Seibert, Fred, 109 Select Comfort, 128-130 Shareholder value, 100 Shaywitz, Sally, 40 Sloves, Marvin, 5, 6, 72 Social activism, brand building via, 139
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