ENGLISH

Madison Avenue Makeover: The transformation of Huge and the redefinition of the ad agency business

By Michael Farmer

Book information

Publisher
LID Publishing
Year
2023
ISBN
9781911687641, 9781911687658
ASIN
B0C789Z66F
Language
english
Format
EPUB
Filesize
1 MB (1255683 bytes)
Pages
231\0
Time added
2023-08-05 17:34:59

Description

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, with a revised mission, a new line of fixed-price products, and a single global organization that would permit Huge to help its clients accelerate their top line growth rates. "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. That is what we have achieved."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.

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