In this book, Schmetterer, the high-profile CEO and Chairman of Euro RSCG, one of the world's top five global ad agency networks, shows how businesses can make the leap from creative idea to business strategy. He analyses a number of smart communication efforts which transformed brands based on brilliant insights not normally found in most advertising campaigns. Schmetterer also explores how certain brands have expanded beyond the traditional realm of advertising with new creative ideas and how the impact of the Internet and the digital revolution has changed advertising.
