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Madison Avenue Makeover

其他書名	The Transformation of Huge and the Redefinition of the Ad Agency Business
出版	LID Publishing, 2023
主題	Business & Economics / Advertising & PromotionBusiness & Economics / Marketing / GeneralBusiness & Economics / Industries / Media & Communications
ISBN	19116876469781911687641
URL	http://books.google.com.hk/books?id=TupPzwEACAAJ&hl=&source=gbs_api

註釋In August 2021, author Michael Farmer was invited by Mat
Baxter, the new CEO of Huge, the global digital agency owned by Interpublic, to
become an independent "fly on the wall" observer to record the strategic and
operational transformation of Huge. Baxter was Huge's fifth CEO in four years.
Huge had had a history of slow growth, client churn and marginal profitability.

This book is the riveting story of Huge's
journey through its transformation effort ― from its initiation in 2021 to a
rethink of the transformation in May 2022 to a revised structure and plan that
put the program back on course ― with some significant delays. "It's one thing
to organize a change plan that assigns responsibilities to senior
executives," mused Baxter, "and another thing to have the sum of their efforts
add up to something greater."

Madison Avenue Makeover provides a unique insight into how one
company changed in order to survive, and at the same time, redefined the
advertising agency business.