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

In August 2021, author Michael Farmer was invited by MatBaxter, the new CEO of Huge, the global digital agency owned by Interpublic, tobecome an independent “fly on the wall” observer to record the strategic andoperational transformation of Huge. Baxter was Huge’s 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’sjourney through its transformation effort ? from its initiation in 2021 to arethink of the transformation in May 2022 to a revised structure and plan thatput the program back on course ? with some significant delays. “It’s one thingto organize a change plan that assigns responsibilities to seniorexecutives,” mused Baxter, “and another thing to have the sum of their effortsadd up to something greater.”

Madison Avenue Makeover provides a unique insight into how onecompany changed in order to survive, and at the same time, redefined theadvertising agency business.