The Brains Behind Great Ad Campaigns: Creative Collaboration between Copywriters and Art Directors » (New Edition)

Margo Berman is 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.

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.

Publishers Weekly

In this didactic look at advertising, including plenty of fun examples from the American ad landscape but little in the way of snappy advice or sloganeering, academics Berman and Blakeman compile a textbook-ready step-by-step guide to the advertising process. Taking readers through the nuts and bolts of ad creation, the authors are unafraid to start with the basics: the chapter called "How Designers Approach Strategy Visually" explains that "layout style, or how elements are featured or placed in the design, determines what your concept will say about itself." As an explication of advertising mechanics, from brainstorming to copywriting to strategizing and media usage, Berman and Blakeman have put together a thorough, if dry, primer that will familiarize would-be ad professionals with the discipline's processes and principles; anyone hoping for a deeper look at the "creative" side of "creative collaboration" will probably do better with a volume penned by experienced industry insiders.
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Acknowledgments vii

Chapter 1 The Brains behind the Campaign: The Strategy and the Brief 1

Chapter 2 Brainstorming: The Marriage of Visual and Verbal to the Strategy 27

Chapter 3 Brainstorming: Techniques to Get to the Big Idea 47

Chapter 4 How Campaigns Tell the Brand's Story 61

Chapter 5 How Copywriters Approach Strategy Verbally 81

Chapter 6 How Designers Approach Strategy Visually 123

Chapter 7 Where Campaigns and Brands Go off Course 143

Chapter 8 On-Strategy Campaigns That Spin Out 159

Chapter 9 New Strategies for Old and New Media 175

Chapter 10 Nuts and Bolts of Great Presentations 209

Bibliography 233

Index 235

About the Authors 239