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Strategic Thinking for Advertising Creatives: 11 Essential Steps to Creativity Paperback – 1 September 2013

by Alice Kavounas Taylor (Author)
4.7 out of 5 stars 42 ratings
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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.

Read more
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  1. Print length
    208 pages
  2. Language
    English
  3. Publisher
    Laurence King
  4. Publication date
    1 September 2013
  5. Dimensions
    17.78 x 1.91 x 24.77 cm
  6. ISBN-10
    178067273X
  7. ISBN-13
    978-1780672731
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Product description

About the Author

Alice Kavounas Taylor has enjoyed an award-winning, international advertising career in London and New York. She was formerly Senior Lecturer on the MA in Creative Advertising at University College Falmouth, a course she originated, led and on which she taught studio practice for 15 years.

Product details

  • Publisher ‏ : ‎ Laurence King
  • Publication date ‏ : ‎ 1 September 2013
  • Language ‏ : ‎ English
  • Print length ‏ : ‎ 208 pages
  • ISBN-10 ‏ : ‎ 178067273X
  • ISBN-13 ‏ : ‎ 978-1780672731
  • Item weight ‏ : ‎ 581 g
  • Dimensions ‏ : ‎ 17.78 x 1.91 x 24.77 cm
  • Customer Reviews:
    4.7 out of 5 stars 42 ratings

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Alice Kavounas Taylor

Alice Kavounas Taylor

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4.7 out of 5 stars
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  • sanjay nirwan
    5.0 out of 5 stars Five Stars
    Reviewed in India on 26 August 2014
    Format: PaperbackVerified Purchase
    highly recommended for client servicing and planners
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  • Mim Sorrentino
    5.0 out of 5 stars Insightful and engaging read
    Reviewed in the United Kingdom on 10 January 2014
    Format: PaperbackVerified Purchase
    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.
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  • k
    5.0 out of 5 stars Great book!
    Reviewed in the United States on 19 July 2014
    Format: PaperbackVerified Purchase
    At first I was sceptical. I thought I wasted my money on a book that covers the creative brief and what it is. Now it does go threw the steps that we all know but it really goes deeper than that. It helps you understand what separates a good creative brief from a lousy one and gives examples. I definitely would recommend it to professionals and students.
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  • katie shupe
    5.0 out of 5 stars Well done
    Reviewed in the United States on 21 September 2016
    Format: PaperbackVerified Purchase
    The writing and examples were interesting and well structured. The design and style is creative. The book breaks down the strategic planning process for creative advertising work, making it easier to provide clear direction to creative teams.
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  • milobylo
    5.0 out of 5 stars Essential
    Reviewed in the United Kingdom on 7 November 2021
    Format: PaperbackVerified Purchase
    From the Essential reading list at my Ad & PR course, this book is a bible for strategy.
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