导读荐语
作为一名博学的业内人士,广告创新大师法里斯·雅科波在本书中讲述了数码时代给广告业带来的颠覆性变革。他分析了以往广告业的目标和推动力,并且通过当代的一些案例研究和实用分析阐释了企业该如何利用多媒体平台改变与消费者之间的关系。他详细讲述了为什么广告机构必须与时俱进。广告机构可以把广告制作和媒体投放工作外包给第三方,从而让这些不再是他们的核心竞争力,让创造力成为其核心竞争力。因此,广告人比其他商业顾问更具优势,因为广告总是能够通过创新解决企业的难题。在本书最后一章中,雅科波介绍了提升市场推广和战略思维的具体方法。getAbstract为策划人员、市场战略家、广告管理者、企业广告买家倾力推荐这本富有前瞻性的指导手册。
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关于作者
法里斯·雅科波(Faris Yakob)是麦肯世界集团的前任首席科技战略官,他成立了Genius Steals机构,并且为《福布斯》《广告时代》《金融时报》和《媒体周》撰写文章。
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