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 "e;fly on the wall"e; 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 effort - from its initiation in 2021 to a rethink of the transformation in May 2022 to a revised structure and plan that put the program back on course - with some significant delays. "e;It's one thing to organize a change plan that assigns responsibilities to senior executives,"e; mused Baxter, "e;and another thing to have the sum of their efforts add up to something greater."e; 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.