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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.
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
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 NoThank you for your feedback. Report this reviewThank you, this review has been flagged.