The new owner and CEO of Arnold Advertising, relatively small regional agency, aims to create it in Arnold Communications - a much bigger, stronger company to compete successfully in the national accounts. As part of this growth strategy, the agency is developing a process to identify "brand" of the product and the client use the entities to guide the development of all creative works on client campaigns. In most cases, the approach seems to be successful at winning new business. Questions arise, however, about the effectiveness of the process for the management of the current creative development and implementation of advertising campaigns. "Hide
by Theresa M. Amabile, Jeremiah Weinstock Source: Harvard Business School 26 pages. Publication Date: September 11, 1998. Prod. #: 899083-PDF-ENG
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