The Brains Behind Great Ad Campaigns: Creative Collaboration between Copywriters and Art Directors

Paperback (Print)
Rent from
(Save 67%)
Est. Return Date: 07/24/2015
Buy Used
Buy Used from
(Save 41%)
Item is in good condition but packaging may have signs of shelf wear/aging or torn packaging.
Condition: Used – Good details
Used and New from Other Sellers
Used and New from Other Sellers
from $11.59
Usually ships in 1-2 business days
(Save 64%)
Other sellers (Paperback)
  • All (10) from $11.59   
  • New (4) from $24.65   
  • Used (6) from $11.59   


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.

Read More Show Less

Editorial Reviews

Edward de Bono
This is a remarkably comprehensive account of how advertising ideas, strategies, and campaigns come about.
Pippa Seichrist
This book gives you a box seat view of the collaborative process needed to create outstanding campaigns including how-tos from some of the industry's superstars. And you'll see it also takes a village to raise an ad.
Janas Sinclair
Packed with quotes from leading creatives, The Brains Behind Great Ad Campaigns is an engaging window on the creative process and the current role of research, strategy, and media specialists in big idea generation. The authors provide the real-world insight students need, and for both novices and those familiar with the ad industry, illustrate how agencies are adapting to today’s media environment.
Craig Davis
I think this is a much needed book for an Advertising Campaign Capstone class. It provides tangible, insightful, and relevant advice, while numerous examples bring all the material together.
Tim Hendrick
'A Perfect Marriage:' An invigorating and outstanding book that marries the business side of advertising with the creative development side. It defines the creative process for advertising students, that should be a must-read for all whether on the management or creative track. Through contemporary examples, many well known, the substantiation and melding of the left and right brain detail the results of such collaborations. The book really brings it all together, true integration.
Journalism Studies
Margo Berman and Robyn Blakeman's book, The Brains Behind Great Ad Campaigns, is a much-needed one. It's not a guide to developing concepts. It's not a book about copywriting or visual communication. It's not a recipe for success. Nor is it a book about strategy, although all these topics are covered. It's more about the underlying process that results in a great advertising campaign idea. What makes this book special and so helpful for a campaign class is that it covers the right topics, in the right amount, in the right sequence and with crystal-clear examples....The Brains Behind Great Ad Campaigns joins a host of other notable advertising books. What it does better than other is help students understand what it takes to develop better ideas and it sets the stage for other advertising creative how-to books. It is well written and well organized. It is an ideal book for an upper-level undergraduate advertising campaign or capstone course. It would also be relevant for upper-level journalism studies in public relations, Integrated Marketing Communication (IMC), strategic communication or marketing communications.
Publishers Weekly
In this didactic look at advertising, including plenty of fun examples from the American ad landscape but little in the way of snappy advice or sloganeering, academics Berman and Blakeman compile a textbook-ready step-by-step guide to the advertising process. Taking readers through the nuts and bolts of ad creation, the authors are unafraid to start with the basics: the chapter called "How Designers Approach Strategy Visually" explains that "layout style, or how elements are featured or placed in the design, determines what your concept will say about itself." As an explication of advertising mechanics, from brainstorming to copywriting to strategizing and media usage, Berman and Blakeman have put together a thorough, if dry, primer that will familiarize would-be ad professionals with the discipline's processes and principles; anyone hoping for a deeper look at the "creative" side of "creative collaboration" will probably do better with a volume penned by experienced industry insiders.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Read More Show Less

Product Details

  • ISBN-13: 9780742555518
  • Publisher: Rowman & Littlefield Publishers, Inc.
  • Publication date: 7/16/2009
  • Edition description: New Edition
  • Pages: 224
  • Product dimensions: 6.00 (w) x 8.90 (h) x 0.60 (d)

Meet the Author

Margo Berman is professor of advertising at Florida International University and author of Street-Smart Advertising: How to Win the Battle of the Buzz. She specializes in creative courses including Creative Strategies, Creative Concepts, and Trends in Graphics and Design. Robyn Blakeman is assistant professor of advertising design at the University of Tennessee in Knoxville. She is the author of The Bare Bones of Advertising Print Design, Integrated Marketing Communication: Creative Strategy from Idea to Implementation, and The Bare Bones Introduction to Integrated Marketing Communication.

Read More Show Less

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

Read More Show Less

Customer Reviews

Average Rating 5
( 1 )
Rating Distribution

5 Star


4 Star


3 Star


2 Star


1 Star


Your Rating:

Your Name: Create a Pen Name or

Barnes & Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation


  • - By submitting a review, you grant to Barnes & and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Terms of Use.
  • - Barnes & reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously
Sort by: Showing 1 Customer Reviews
  • Posted January 28, 2010

    I Also Recommend:

    This is the Advertising book every creative person should have!

    This book is great. Its essential a school textbook for Advertising majors, it has templates, checklist, and great tips. But the good things about it is that even though its like a textbook, i found myself reading it on my leisure time. The way the authors were able to make this book more like a class lecture and less like a normal boring textbook is amazing.It has great example of the do's and dont of past ad campaigns, and the visual that go along with help you intake the information. I would recommend this book along with Margo Berman other book Street-Smart Advertising : How to Win the Battle of the Buzz for any advertising major or anyone who is interested in working in the creative field.

    Was this review helpful? Yes  No   Report this review
Sort by: Showing 1 Customer Reviews

If you find inappropriate content, please report it to Barnes & Noble
Why is this product inappropriate?
Comments (optional)