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  • September 1998 (Revised May 1999)
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Arnold Communications

By: Teresa M. Amabile and Jeremiah Weinstock
  • Format:Print
  • | Pages:26
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Abstract

The new owner and CEO of Arnold Advertising, a relatively small regional agency, aims to build it into Arnold Communications--a much larger, stronger firm competing successfully for national accounts. As part of this growth strategy, the agency develops a process for identifying the "brand essence" of a client's product and using the essence to guide the development of all creative work on the client's campaign. In most cases, the approach appears to be successful at winning new business. Questions arise, however, about the effectiveness of the process for guiding the ongoing creative development and implementation of advertising campaigns.

Keywords

Management Practices and Processes; Creativity; Entrepreneurship; Advertising; Business Processes; Brands and Branding; Growth and Development Strategy; Advertising Industry

Citation

Amabile, Teresa M., and Jeremiah Weinstock. "Arnold Communications." Harvard Business School Case 899-083, September 1998. (Revised May 1999.)
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About The Author

Teresa M. Amabile

Entrepreneurial Management
→More Publications

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More from the Authors
  • The Turn Toward Creative Work By: Spencer Harrison, Elizabeth D. Rouse, Colin M. Fisher and Teresa M. Amabile
  • What Do I Make of the Rest of My Life? Global and Quotidian Life Construal across the Retirement Transition By: Jeff Steiner and Teresa M. Amabile
  • The Undervalued Power of Self-relevant Research: The Case of Researching Retirement While Retiring By: Teresa M. Amabile and Douglas T. (Tim) Hall
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