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Strategic Thinking for Advertising Creatives: 11 Essential Steps to Creativity
£23.70
Strategic thinking is central to creating a successful advertising campaign, yet it is rarely taught systematically. This book enables advertising creatives to formulate a clear brief and to think strategically. Structured according to the 11 essential elements of a classic advertising brief, it offers a simple, clear, universal template against which the student or young creative can map his or her current project, and learn to understand the key elements that make up a strong brief. At the end of each chapter, the reader uses the knowledge they have just gained on a hypothetical project, so that by the end of the book, they have employed each of the 11 essential elements and formed their own creative brief. Featuring international examples of current and classic campaigns, Strategic Thinking for Advertising Creatives is a primer in classic advertising techniques and shows how these core principles are being adapted online.
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Additional information
| Publisher | 1st edition (7 Oct. 2013), Laurence King Publishing |
|---|---|
| Language | English |
| Paperback | 208 pages |
| ISBN-10 | 178067273X |
| ISBN-13 | 978-1780672731 |
| Dimensions | 17.78 x 1.91 x 24.77 cm |
by mr christoff
As an-award winning copywriter – not to mention joint founder and former leader of one of the UK’s most renowned creative advertising courses – Alice Kavounas Taylor ought to know a thing or two about advertising strategy. Here’s proof that she does.
The book gives an in-depth yet approachable view of a complex subject, deconstructing each step of the classic Creative Brief in turn, and illustrating the principles of the process with well chosen practical examples.
A valuable addition to the library of anyone studying, or with an interest in, creativity and strategic thinking.
by milobylo
From the Essential reading list at my Ad & PR course, this book is a bible for strategy.
by Bookworm
Nobody training to be a copywriter, art director, planner or account man need look any further than this book. In fact, I can think of many people working in the business today who’d do well to read it. As anyone in advertising will tell you, if you have a great strategy, 90% of the job is done; so understanding how they come about is crucial.
Alice Taylor has managed to pack all her considerable industry and teaching experience into this book. It’s very cleverly put together around the structure of an agency brief, and is illustrated with plenty of useful, pertinent and varied advertising campaigns from around the world. Pretty much all you need to know about how to set about creating great advertising concepts is between these covers. Well, the theory, at any rate. The actual doing of it requires time, experience, persistence and a silly, non-conformist brain. And, occasionally, a few beers of course.
by Amazon Customer
Came very quick in excellent condition!
by M. Wheeler
If you’re interested in producing creative work, the idea of strategic thinking might not immediately set your pulse racing. Thank goodness then, for Alice Kavounas Taylor, who not only knows all about strategy but also has considerable, award winning copywriting skills at her disposal. She’s turned out a terrific book that tells you everything you need to know, and does it in a way that is clear, engaging, and enjoyable to read. Extraordinarily useful, thorough, and full of relevant examples, this is one of those books you know you’ll be using for years to come.
by Charlelie Jourdan
I did not finish the book yet, and I’m half-way – but I can certainly already say that this is a great detailed journey into communication and advertising strategy. By taking the structure of a Creative Brief and detailing each step with good examples and exercices, the author mapped most of the strategic process of a planner. And while for some it will just be something natural, for most, including planners, it could be a very relevant reading.
by Mim Sorrentino
Trying to explain strategy to budding creatives in no easy feat, there is a tendency for them to think ‘what’s this got to do with us?’ Well the answer is everything. Advertising is nothing without a good insight as anyone who has worked in advertising will tell you. Each chapter tackles different aspects of strategy creation and backs it up by good examples. What’s more it does it while demonstrating the various parts of an industry brief, a very different thing from a student brief. As a lecturer in Advertising and Branding I know I’ll be recommending it to my students. I enjoyed reading it myself and found that it had covered a bunch of different theories without me really realising it – which really is the perfect way to be introduced to theory as it can be a bit dry in other text books. I was looking for a good book that covered strategy to put on the reading list and I think this is that book.