Agency: Starting a Creative Firm in the Age of Digital by Rick Webb

By Rick Webb

This e-book is for younger startups and marketers within the ads, advertising and marketing, and electronic providers house. it really is an A-to-Z advisor for younger ads companies, choked with recommendation that levels from getting investment to easy methods to worth the corporate and promote it to tips on how to lease your first worker.

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Example text

Fight like hell to get your team enough time and your company enough money. Don’t be afraid to walk away from jobs that are impossible. Don’t be afraid to break this rule, but do so selectively and sparingly. For us, the Subservient Chicken, our award-winning collaboration with Burger King and Crispin, Porter + Bogusky, was exactly such a job. The money was crap. The timing was tight. But the project was just too brilliant, too wonderful, and we knew we were exactly the right team for the job. We made the right call there.

The planner came along in the 1960s, and since then roles have proliferated even more. We have information architects, 56 AGENCY developers, engagement planners, user experience designers, cultural anthropologists, graphic designers, content creators, strategists, digital strategists, and the list goes on. Many of them are indeed necessary, given the complexities of developing a comprehensive campaign across all media, worldwide. However, the sheer size of the team is getting unwieldy. If your business is one that travels in these realms, much of the application of process will involve the art of keeping everyone on the team whom you need, without suffering from team bloat and paralysis.

Eric Reis’s Lean Startup methodologies are explicitly heavily indebted to his fascination with “The Toyota Way,” a manufacturing process for cars pioneered by the Japanese carmaker. Additionally, there is a whole body of work involving the extension of process to creative-driven industries, in which some of the assembly line thinking of the manufacturing world may not be applicable. The marketing industry draws inspiration in crafting its processes from several places. But for all of this, this is just an overview.

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