Brains Behind Great Ad Campaigns

Brains Behind Great Ad Campaigns

by Margo Berman, Robyn Blakeman
     
 

ISBN-10: 074255550X

ISBN-13: 9780742555501

Pub. Date: 09/01/2009

Publisher: Rowman & Littlefield Publishers, Inc.

Catch an inside look at the advertising creative process. Discover how teams collaborate at major agencies to create unforgettable campaigns like the Budweiser "Clydesdale and Dalmatian" spots, the "PEDIGREE® Adoption Drive" program, or the breakthrough UPS "Whiteboard" campaign. See how creative briefs drive on-strategy solutions in all media from traditional

…  See more details below

Overview

Catch an inside look at the advertising creative process. Discover how teams collaborate at major agencies to create unforgettable campaigns like the Budweiser "Clydesdale and Dalmatian" spots, the "PEDIGREE® Adoption Drive" program, or the breakthrough UPS "Whiteboard" campaign. See how creative briefs drive on-strategy solutions in all media from traditional to ambient. Understand which campaigns went off-course and why. Enjoy one-on-one interviews with behind-the-scenes candor and explore more than 50 exciting, visual examples. Hear first-hand from advertising masterminds as the authors delve into the brains behind great ad campaigns. Each chapter offers step-by-step instruction, revealing various aspects of the creative process, from brainstorming techniques and agency pitches to strategic visual and verbal messaging.

Product Details

ISBN-13:
9780742555501
Publisher:
Rowman & Littlefield Publishers, Inc.
Publication date:
09/01/2009
Pages:
252
Product dimensions:
6.00(w) x 9.10(h) x 0.90(d)

Table of Contents

Chapter 1 The Brains behind the Campaign: The Strategy and the Brief 2 Brainstorming: The Marriage of Visual and Verbal to the Strategy 3 Brainstorming: Techniques to Get to the Big Idea 4 How Campaigns Tell the Brand's Story 5 How Copywriters Approach Strategy Verbally 6 How Designers Approach Strategy Visually 7 Where Campaigns and Brands Go off Course 8 On-Strategy Campaigns That Spin Out 9 New Strategies for Old and New Media 10 Nuts and Bolts of Great Presentations

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >