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Madison Avenue Makeover: The transformation of Huge and the redefinition of the ad agency business

Description : In August 2021, author Michael Farmer was invited by Mat Baxter,

the new CEO of Huge, the global digital agency owned by Interpublic, to become an independent &#8220fly on the wall&#8221observer to record the strategic and operational transformation of Huge. Baxter was Huge&#8217s fifth CEO in four years. Huge had had a history of slow growth, client churn and marginal profitability. This book is the riveting story of Huge's journey through its transformation, with a revised mission, a new line of fixed-price products, and a single global organization that would permit Huge to help its clients accelerate their top line growth rates. &quotIt#8217 s one thing to organize a change plan that assigns responsibilities to senior executives,&#8221mused Baxter, &#8220and another thing to have the sum of their efforts add up to something greater. That is what we have achieved.&quotMadison Avenue Makeover provides a unique insight into how one company changed in order to survive, and at the same time, redefined the advertising agency business.