Author Taylor, Alice Kavaunas Additional authorUnknown Publisher Laurence King Publishing Ltd (London, 2013) Language(eng) English ISBN9781780672731 SeriesUnknown EditionUnknown SubjectSTRATEGIC PLANNING; NoteUnknown AbstractStrategic 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

Number of pages208p. Dimension25 cm. Other descriptionill.