THE DENTSU WAY: SECRETS OF CROSS SWITCH MARKETING FROM THE WORLD'S SUGIYAMA K. ANDREE T. / MOST INNOVATIVE ADVERTISING AGENCY Księgarnia

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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.

For over 100 years, Dentsu has spearheaded marketing innovation around the world. In The Dentsu Way, two of the company's highest-level executives reveal the organization's groundbreaking strategy for meeting the challenges of today's fragmented media landscape, populated by consumers who are increasingly selective about where, when, and how they retrieve information.

Today, Dentsu is employing a new model to promote a fresh way of thinking about marketing and remove the guesswork from the decision-making processes. That model is called Cross Switch.

The Dentsu Way provides a comprehensive description of Cross Switch and explains how you can use it to create "scenarios" to move targets and capture their hearts through appropriately calculated Contact Points. It is a highly effective strategy to:

Get consumers' attention in an era of overwhelming information
Gain broader and deeper consumer involvement
Measure the performance of every campaign

The authors discuss how you can apply Dentsu's revolutionary framework to develop your own strategies. You will discover how to achieve any marketing goal—from building a brand to boosting sales. This book reveals the biggest secret in marketing today.

Dentsu is headquartered in Tokyo and has more than 19,000 employees in 139 subsidiaries in Japan, the United States, the United Kingdom, Russia, China, Brazil, India and more than 20 other countries.

Table of Contents

Foreword Tim Andree vii

Acknowledgments ix

Introduction xi

Part 1 Dentsu Comes of Age 1

Chapter 1 The Origins of the Dentsu Way 3

Chapter 2 Breadth and Depth: An Overview of Dentsu's Scope and Services 25

Part 2 The Cross Communication Imperative 49

Chapter 3 From AIDMA to AISAS: The Growing Importance of Cross Communication 51

Chapter 4 Cross Communication: A Look at What Makes It Work 85

Chapter 5 Creating Scenarios for Cross Communication 113

Part 3 Putting Cross Switch into Play 161

Chapter 6 Case Studies of the Cross Switch Way 163

Chapter 7 The Cross Switch Design Process 211

Chapter 8 From Insight to Scenario Creation 223

Chapter 9 Structure Design and Measurement for Cross Switch 243

Epilogue 265

Appendix 1 Outline of Cross Communication Behavior Survey 273

Appendix 2 Dentsu Group Trophy Case 277

Appendix 3 Biographies of Key Dentsu Contributors 285

References 291

Index 295

320 pages, Hardcover

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