Who is in charge of the fish

Author: Andrew Jeff
Publisher:
Publish Date: 2004-08-01
Features: This book contains the insights of experts who know all the secrets of the advertising industry, offering exciting advice on how to change advertising agencies. In short, it is a book that can fully engage readers. — Bob Schmit, Chairman and CEO of TBWA
In the water, the fisherman is on the shore. The fish swim underwater, but the fisherman cannot see them. However, a good fisherman knows where to cast his line, bait, and wait for the big fish to bite. Does casting the line always result in a catch? Does a big brain always produce big ideas? Does direct fishing always fail? Does a big idea always activate big creativity? Who’s Fishing asks these questions—and answers them. Who’s Fishing says—who’s fishing—and tells the world’s small brains how the fisherman in the advertising sea can sit firmly and profit. This book contains the insights of experts who know all the secrets of the advertising industry, offering exciting advice on how to change advertising agencies. In short, it is a book that can fully engage readers.