A sumptuously illustrated look at grassroots creativity in Asia, the conditions that drive it, and what it means to build a business using the power of ideas. There is nothing on the market that is comparable. This is not a dry text business or psychology book. The basis of a creative economy is the recognition that ideas are democratic and come from everyone, followed by the conversion of ideas into financial profitability. This book explains how this is happening in Asia and what, strategically, the West can learn from it.
作者簡介
As one of the world s largest and longest-established advertising agencies, Ogilvy is famous for the ads that it creates. However, it is also renowned for its strategic thinking, analytical capabilities, planning and thought leadership. This makes its best brains and deepest insights much sought after by the industry and the media. As part of its thought leadership programme, Ogilvy regularly publishes papers, books, articles and commentaries in various media as well as hosting events, workshops and seminars on a regular basis.
