The Creative Process Illustrated: How Advertising's Big Ideas Are Born

The Creative Process Illustrated: How Advertising's Big Ideas Are Born

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by W. Glenn Griffin, Deborah Morrison
     
 

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Finally, answers to the question: How are big ideas born?

Creative directors, art directors and advertising copywriters are some of the great artists and thinkers of our time. Considering the scope and power of their influence in our culture, that's not such a crazy idea.

Take an intimate look into the creative processes of some of the top minds in

Overview

Finally, answers to the question: How are big ideas born?

Creative directors, art directors and advertising copywriters are some of the great artists and thinkers of our time. Considering the scope and power of their influence in our culture, that's not such a crazy idea.

Take an intimate look into the creative processes of some of the top minds in the advertising industry. Get inspired as you learn about the people behind smart ad campaigns and see how they visualize their own search for a great idea.

You'll find outstanding work from an eclectic mix of agencies, including TBWA\CHIAT\DAY, The Jupiter Drawing Room, Wieden+Kennedy, McGarryBowen, McCann Erickson, Ogilvy & Mather, Carmichael Lynch and 72andSunny.

The Creative Process Illustrated represents a rare and remarkable look at the minds that fuel the ad industry. You'll be inspired to fresh thinking and better work immediately. Inside you'll find:

  • Process canvases—sketches that visually represent the thought process leading to an idea, from some of the best minds in advertising.
  • Profiles—insightful commentary from contributors, samples of their favorite work, perspectives from their colleagues and details of their professional accomplishments.
  • Practical analysis—a breakdown of models of creativity, creativity as a problem-solving device, and putting the creative process to work for you.

Editorial Reviews

We always encourage customers to look inside the book, but in the case of The Creative Process Illustrated, that suggestion is especially apt. Creative directors, art directors, and advertising copyrighters improve their work by expanding their vocabulary of presentation possibilities. Author W. Glenn Griffin guides readers through that process by identifying its four stages (preparation; incubation; illumination; verification) and, more importantly, showing how dozens of innovative agencies have solved them. Even casual browsers and people outside the field (for example, aspiring artists) can benefit from this book. Flip the pages; see the light.

Product Details

ISBN-13:
9781600619601
Publisher:
F+W Media
Publication date:
08/28/2010
Pages:
176
Product dimensions:
9.00(w) x 11.90(h) x 0.60(d)

Meet the Author

Glenn Griffin teaches courses in creativity and portfolio development and leads the Method Creative program at Southern Methodist University's Temerlin Advertising Institute in Dallas, Texas. His research has appeared in the Journal of Advertising, the Journal of Advertising Education and Journalism and Mass Communication Educator, among other publications. He is a frequent speaker at professional and academic conferences on the topics of creativity, advertising education and social responsibility.

Deborah Morrison teaches conceptual thinking and brand development and is the Chambers Distinguished Professor of Advertising at the University of Oregon in Eugene. She was one of the original architects of the world-renowned Texas Creative program at the University of Texas at Austin and is a board member of The One Club for Art & Copy in New York. She regularly judges awards shows and consults with agencies and other organizations about creative capacity and ideation.

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The Creative Process Illustrated: How Advertising's Big Ideas Are Born 5 out of 5 based on 0 ratings. 1 reviews.
Anonymous More than 1 year ago
With wide eyes she took them and pulled them on shaking. "Why?" She asked never knowing anyone who untied her from her posts she took a deep breath