Cover image for The Dentsu way : secrets of cross switch marketing from the world's most innovative advertising agency
Title:
The Dentsu way : secrets of cross switch marketing from the world's most innovative advertising agency
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Publication Information:
New York : McGraw-Hill, c2011
Physical Description:
xxiv, 310 p. : ill ; 24 cm.
ISBN:
9780071748124
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30000010265793 HF6181 .D4 S84 2011 Open Access Book Book
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Summary

Summary

The breakthrough marketing strategy from the world's most innovative advertising agency

One of the largest and most successful advertising companies in the world, Dentsu has pioneered a sophisticated new cross-communication strategy--and now it's being revealed for the first time. In a world saturated with marketing messages, making your offering relevant is your biggest challenge. Dentsu's Cross Switch model meets it head on.

The Dentsu Way shares proven tactics for getting your message to consumers and creating "scenarios" to move them through calibrated Contact Points to meet whatever specific goal you set.

This game-changing book:

Explains Dentsu's 110-year history and unique service structure, as well as its broad range of business fields Introduces ten case studies of successful campaigns, which have won international advertising awards at events such as the Cannes Lions International Advertising Festival and ADFEST Provides nine of Dentsu's newest original tools and analysis methods

Gain broader, more meaningful customer involvement and penetrate more deeply than ever into your market by following the Dentsu Way.


Author Notes

Kotaro Sugiyama is a Senior Vice President and the Chief Creative Officer of Dentsu. He has been a leader of the digital business in Dentsu since 1999. He also played an important role in the foundation of the Tokyo Interactive Ad Awards where he served as chairman for several years. He is uniquely conversant with both traditional ads and digital marketing.
Tim Andree is the first non-Japanese Executive Officer of Dentsu. With more than 25 years of global marketing and communications experience, he worked at Toyota, Canon, the National Basketball Association, and BASF before joining Dentsu, where he currently oversees the company's operations in the Americas and Europe.
The Dentsu Cross Switch Team was formed to develop new concepts and methods to implement Cross Communications for the Dentsu Group's more than 6,000 clients.


Table of Contents

Tim Andree
Forewordp. vii
Acknowledgmentsp. ix
Introductionp. xi
Part 1 Dentsu Comes of Agep. 1
Chapter 1 The Origins of the Dentsu Wayp. 3
Chapter 2 Breadth and Depth: An Overview of Dentsu's Scope and Servicesp. 25
Part 2 The Cross Communication Imperativep. 49
Chapter 3 From AIDMA to AISAS: The Growing Importance of Cross Communicationp. 51
Chapter 4 Cross Communication: A Look at What Makes It Workp. 85
Chapter 5 Creating Scenarios for Cross Communicationp. 113
Part 3 Putting Cross Switch into Playp. 161
Chapter 6 Case Studies of the Cross Switch Wayp. 163
Chapter 7 The Cross Switch Design Processp. 211
Chapter 8 From Insight to Scenario Creationp. 223
Chapter 9 Structure Design and Measurement for Cross Switchp. 243
Epiloguep. 265
Appendix 1 Outline of Cross Communication Behavior Surveyp. 273
Appendix 2 Dentsu Group Trophy Casep. 277
Appendix 3 Biographies of Key Dentsu Contributorsp. 285
Referencesp. 291
Indexp. 295