W. Michael Farmer Books

"The Odyssey of Geronimo, based on history and Apache culture, but told through his eyes using the truth from fiction, is a revealing epic of his strengths, weaknesses, and character. As a prisoner of war twenty-three years, Geronimo escaped being hangedby civil authorities in Arizona, rose to become a national "superstar," and became an astute businessman. During his captivity, Geronimo fathered two children, lost three wives, and married two more. When he died from pneumonia after sleeping drunk all night in a cold rain, he had a small fortune in a Lawton, Oklahoma, bank from selling his autographs, autographed pictures, headdresses, bows and arrows, and other mementos. He was hated by some of his own people, loved by others, but respected by all"--

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 “ fly on the wall” observer to record the strategic and operational 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'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. "It’ s one thing to organize a change plan that assigns responsibilities to senior executives,” mused Baxter, “ and another thing to have the sum of their efforts add up to something greater. That is what we have achieved." Madison 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.