Product Description

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.

Product Details

• Amazon Sales Rank: #2001733 in Books
• Published on: 2009-09-28
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 224 pages

Review
Packed with quotes from leading creatives "The Brains Behind Great Ad Campaigns" is an engaging window on the creative process and the current role of research, strategy, and media specialists in big idea generation. The authors provide the real-world insight students need, and both for novices and those familiar with the ad industry,illustrate how agencies are adapting to today's media environment. --Janas Sinclair, University of North Carolina

This is a remarkably comprehensive account of how advertising ideas, strategies, and campaigns come about. --Edward de Bono, author of Six Thinking Hats

Review
This book gives you a box seat view of the collaborative process needed to create outstanding campaigns including how-tos from some of the industry's superstars. And you'll see it also takes a village to raise an ad.

About the Author
Margo Berman is associate professor of advertising at Florida International University and author of Street-Smart Advertising: How to Win the Battle of the Buzz. She specializes in creative courses including Creative Strategies, Creative Concepts, and Trends in Graphics and Design.

Robyn Blakeman is assistant professor of advertising design at the University of Tennessee in Knoxville. She is the author of The Bare Bones of Advertising Print Design, Integrated Marketing Communication: Creative Strategy from Idea to Implementation, and The Bare Bones Introduction to Integrated Marketing Communication.