Juicing the Orange

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

By Pat Fallon and Fred Senn

Lots of brands get our attention with creative marketing and advertising. But creativity is wasted if it only gets attention.

Read Chapter 8: Choosing the Best Media for the Message >>

This chapter gives you an inside look at how Fallon Worldwide and BMW reached drivers on their own turf – the Internet.

 


Reprinted by permission of Harvard Business School Press. Excerpt from Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage by Pat Fallon and Fred Senn. Copyright 2006 Pat Fallon and Fred Senn. All rights reserved.

Copyright © 2006 Pat Fallon and Fred Senn. All rights reserved.

 

Book Excerpts

"The new generation of talent is not hierarchical, and does not think of their job as work."
— Gord McLean, President and CEO at Advertising Educational Foundation