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 (R) 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.
- ISBN10 129961955X
- ISBN13 9781299619555
- Publish Date 1 January 2009
- Publish Status Active
- Out of Print 3 June 2015
- Publish Country US
- Publisher Rowman & Littlefield
- Imprint Rowman & Littlefield Publishers
- Format eBook
- Pages 251
- Language English