Strategic Thinking for Advertising Creatives

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Quick Overview

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.

Strategic Thinking for Advertising Creatives

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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 online.

• 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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