How to catch the Big Idea: The Strategies of the Top-Creatives

Overview

Great Ideas in Advertising are not just coincidental, but the result of a consequently managed Creative Process that guarantees an Added-Value.

A fascinating process of 12 phases shows what 77 Top-Creatives have in common in their work, illustrated by numerous original quotations from interviews with e.g., John Hegarty, Dan Wieden or Jeff Goodby. Almost 200 Practical Tips show Creatives, Copywriters, Art Directors, Account Managers and Marketeers how to steer, evaluate and ...

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Overview

Great Ideas in Advertising are not just coincidental, but the result of a consequently managed Creative Process that guarantees an Added-Value.

A fascinating process of 12 phases shows what 77 Top-Creatives have in common in their work, illustrated by numerous original quotations from interviews with e.g., John Hegarty, Dan Wieden or Jeff Goodby. Almost 200 Practical Tips show Creatives, Copywriters, Art Directors, Account Managers and Marketeers how to steer, evaluate and manage the energy of the idea confidently throughout the Creative Process. The Question is not " Who is Creative?" But " How Can you be more creative, faster, more precise and with even more ease?"

Here, you will experience thought and work processes that Top-Creatives use to win Cannes-Lions and Effectiveness Awards for their clients and their brands. Have fun!

• As we are in the business of ideas, this is a great one.<< -John Hegarty, Founder BBH, London

• It is a wonderful utopia. To join the best Worldwide creative talent is an unattainable ideal for any advertising agency. Instead, it is possible in this marvellous book. - Xavi Garcia, Managing Director, Casadevall Pedreno, Barcelona

• There is nothing more stimulating for work than the insights of other successful creatives. I tremendously enjoyed reading from these fantastic colleagues about how they approach great ideas.<< - Michael Conrad, Ex-Chief Creative Officer, Leo Burnett, Chicago

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Editorial Reviews

From the Publisher
"As we are in the business of ideas, this is a great one."
John Hegarty, Founder BBH, London
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Product Details

  • ISBN-13: 9783895782381
  • Publisher: Wiley
  • Publication date: 12/17/2004
  • Edition number: 1
  • Pages: 294
  • Product dimensions: 8.94 (w) x 8.70 (h) x 0.96 (d)

Meet the Author

Ralf Langwost holds a degree in communication science and is an innovation coach. After studying at the University of the Arts in Berlin, he worked for several advertising agencies, including Ogilvy & Mather, Ted Bates and Wunderman/Young & Rubicam, Frankfurt, ending up as creative director for such renowned international brands as American Express, Pirelli, Swissair and Novell.
With his founding of IdeaManagement?, Langwost established an internationally successful coaching concept, that is the first to allow the training of top creative performance within a deliberately managed value-added process.
By applying the latest results from creativity research to creation and communication, he shows in his workshops how to catch the "Big Idea" more easily and more quickly.
These days Ralf Langwost advises managers and other employees of companies and agencies in Germany and abroad in adapting and optimizing their creative resources. His clients are mainly innovation-oriented enterprises, advertising agencies, product development teams, pioneering television stations or international brand names.

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Table of Contents

Management Principles for Big Ideas.
The idea as the most intensive manifestation of energy. The value of Big Ideas.
The vision: How to create a company that works for big ideas.
The client: How to make your client a great creative director.
The mission: How to transform a great problem into a great idea.
The information: How to win an insight, that makes a difference.
The strategy: How to give an idea a clear and relevant direction.
The creative brief: How to focus an energy to start an idea.
The finding of ideas: How to receive an answer that you did not expect.
The description of ideas: How to work with an idea without losing it.
The assessment of ideas: How to judge an idea professionally.
The presentation of ideas: How to let the energy of an idea jump over.
The protection of ideas: How to protect a Great Idea before it appears.
The production of an idea: How to manifest a magic kiss.
Successful ideas change the world. Will you change the world?

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