Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage

Features

• Cover Type: Hard Cover with 228 pages
• Published by: Harvard Business School Press
• Edition: 1st Edition July 18, 2006
• Written in: English
• ISBN 10 Number: 1591399270
• ISBN 13 Number: 978-1591399278
• Book Dimensions: 9.1 x 6.3 x 1.1 inches
• Weighs: 1.2 pounds

From Publishers Weekly
In a vivid look at some of the most creative and successful ad campaigns of the last 25 years, the founders of Fallon Worldwide chronicle the ways that "creative leverage"-the "daily practice of making creativity actionable and accountable for changing consumer behavior"-to bear in high-stakes, enterprise-critical situations. In doing so themselves, Fallon and Senn have helped clients capture markets, redefine consumer perceptions, and recover from disaster-all while generating enormous revenue. Citibank's "life is more than just money" aphorisms, United Airlines' animated vignettes, Holiday Inn's campy one liner, and Lee Jean's ironic hipster mascot, Buddy, demonstrate how fearless commitment to the creative approach finds the market sweet spot others missed. Each chapter treats a single campaign in depth, building as it progresses toward a complete working definition of creative leverage. The self-promotion of the introduction may put some readers off, but it is short-lived; the rest of the book drops the bragging and allows the campaigns to speak for themselves. Specialists in marketing and advertising will find the book appealing, and professionals of all stripes should find it useful. But general readers interested in going behind the scenes of these memorable campaigns-or of ad work in general-will find much to enjoy here.
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Product Review
"gently entertaining and offers some examples of fine work, but I was equally impressed by Fallon's integrity, too." -- The Miami Herald, by Richard Pachter, August 7, 2006

"the authors are candidand show us the practicalities of assembling a brilliant ad campaign." -- The Boston Globe, November 12, 2006

"For people in the ad business and marketing a brand, it's a very worthwhile read." -- BusinessWeek, July 5, 2006

"The best [of new books on creativity]There are many good things about this bookengagingsolid." -- The New York Times, July 2, 2006

"…a newly mature approach to advertisingpassionately committed to the primacy of the idea,coolly analytical and fiercely results-driven." -- Advertising Age, by Randall Rothenberg, August 6, 2006

they show how to leverage brand and image across categories. The result: More juice from the orange. -- Chicago Tribune

In Juicing the Orange, Pat Fallon and Fred Senn offer insight leveraging the elusive quality of creativity in measurable ways. -- Houston Chronicle

Let people know how smart you areThen add that you read Juicing the Orange. -- The Boston Globe

Reader Reviews
There's always a whiff of Agency Manifesto hanging around any book that emanates from Madison Avenue - a sense of self-justification perhaps. But where Kevin Roberts' self-delusional SiSoMo smacks of Saatchis agenda to repackage the concept of moving pictures in the cyber age, Pat Fallon's "Juicing the Orange" is a much more laid-back affair, recounting some big stories from the last 25 years of his agency's work. The central argument is that in the current media environment, the winning strategy is not going to be about media tonnage (how much you can spend) but on the creative leverage you can attain through a truly hot idea. Is this really a new idea? I don't think it is, but the stories, well told, show great examples of creative thinking in the services of winning against the tendency for brands to commoditize, of reaching customers when there is very little media budget (BMW's internet camapign) of rescuing a laughable brand from extinction (Skoda, a Euro car brand the equivalent of American Motors' Gremlin, became sexy again through great creative and solid product development from VW). What gives this book extra clout, and puts it on the "deserves to be read" category is its call to management of companies to unleash the creative potential within their own organisations. Each of the stories may reflect a good campaign, sure, but the kernel of each campaign comes from the creative essence of the client. This calls for the ability to attain truly deep insights about the organisation, its culture and its marketing challenge. In the end, the story isn't just about a hot agency - it is about visionary, sometimes risk taking management, and incisive truly effect market research. In the end the authors transcend the 'agency manifesto' syndrome, and issue an important challenge to business people. The timing is good, the message is right on.