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By Alice Kavounas Taylor
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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
• Accessible, step-by-step approach takes the reader through
the 11 key stages of the classic creative brief
• Much-needed book, providing an analysis of advertising
strategy for creatives
• Features international examples of contemporary and classic
advertising campaigns from both traditional media and online
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