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.
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.
About Margo Berman
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Published July 16, 2009
by Rowman & Littlefield Publishers.
Business & Economics, Political & Social Sciences, Professional & Technical.