Juicing the Orange: How to Turn Creative Into a Powerful Business Advantage

by Pat Fallon and Fred Senn

Summary/Book Overview:

Juicing the Orange: How to Turn Creative Into a Powerful Business Advantage, gives an inside look at how Fallon Worldwide took calculated creative risks and brought measurable success to a multitude of their clients. Pat Fallon and Fred Senn give an in-depth behind-the-scenes look across a diverse group of organizations and the big creative ideas Fallon Worldwide used to change the way their clients did business. Fallon and Senn’s process focuses on one key business problem, which is used by their teams to unearth insights that lead to spectacular solutions.

Recommended Readers (who should read it (titles) and why):

Anyone with a love for creativity, an interest in the birth of some of the best campaigns in the past twenty-five years, and a curiosity about when creative works—and when it doesn’t. All readers will learn how a targeted, informed message based in solid research can turn any business problem into a creative solution.

Top Takeaways:

With Fallon and Senn, it’s all about process and what they refer to as creative leverage, “Creative leverage combines the thoroughness of the left brain and the artistry of the right.” Some of the key takeaways that come from creative leverage are:

• Associating a proprietary emotion with your brand
• Outpacing the commoditization of your offerings
• Executing big ideas without a big budget
• Moving customers to seek out your message
• Selecting the best media for your message
• Repositioning and reviving mature brands
• Reinvigorating a damaged brand image

About the Author:

Pat Fallon and Fred Senn are cofounders of Fallon Worldwide, a subsidiary of the French-based Publicis Groups S.A., an advertising and media conglomerate ranking among the largest in the world. Fallon is the Chairman of Fallon Worldwide and has been the recipient of virtually every recognition in the business during his career and continues allocate about 80% of his time to client work. Senn serves as Chief Learning Officer and runs Fallon University as the organization expands its scope of services and geographic reach.

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