The Brains Behind Great Ad Campaigns Creative

Catch an inside look at the advertising creative process. Discover how teams collaborate to create unforgettable promotions like the Budweiser "Clydesdale," Pedigree "Adoption Drive," or UPS "Whiteboard" campaigns.

Margo Berman is associate professor of advertising at Florida International University. Robyn Blakeman is assistant professor of advertising design at the University of Tennessee in Knoxville.

Acknowledgments	p. vii
The Brains behind the Campaign: The Strategy and the Brief	p. 1
Brainstorming: The Marriage of Visual and Verbal to the Strategy	p. 27
Brainstorming: Techniques to Get to the Big Idea	p. 47
How Campaigns Tell the Brand's Story	p. 61
How Copywriters Approach Strategy Verbally	p. 81
How Designers Approach Strategy Visually	p. 123
Where Campaigns and Brands Go off Course	p. 143
On-Strategy Campaigns That Spin Out	p. 159
New Strategies for Old and New Media	p. 175
Nuts and Bolts of Great Presentations	p. 209
Bibliography	p. 233
Index	p. 235
About the Authors	p. 239
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The Brains Behind Great Ad Campaigns Creative Collaboration between Copywriters and Art Directors

Summary

Author Biography

Table of Contents

Supplemental Materials