The Brains Behind Great Ad Campaigns: Creative Collaboration between Copywriters and Art Directors [Hardcover]

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.

See how creative briefs drive on-strategy solutions in all media from traditional to ambient. Understand which campaigns went off-course and why. Enjoy one-on-one interviews with behind-the-scenes candor and explore more than 50 exciting, visual examples. Hear first-hand from advertising masterminds as the authors delve into the brains behind great ad campaigns.

Each chapter offers step-by-step instruction, revealing various aspects of the creative process, from brainstorming techniques and agency pitches to strategic visual and verbal messaging.

Margo Bermanis professor of advertising at Florida International University and author ofStreet-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 Blakemanis assistant professor of advertising design at the University of Tennessee in Knoxville. She is the author ofThe Bare Bones of Advertising Print Design,Integrated Marketing Communication: Creative Strategy from Idea to Implementation, andThe Bare Bones Introduction to Integrated Marketing Communication.

In this didactic look at advertising, including plenty of fun examples from the American ad landscape, 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. . . . As an explication of advertising mechanics, from brainstorming to copywriting to strategizing and media usage, Berman and Blakeman have put together a thorough . . . primer thal3y