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How to Catch the Big Idea : The Strategies of the Top-Creatives by Ralf Langwost
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Numero oggetto eBay:145365522918
Specifiche dell'oggetto
- Condizione
- Subject
- Personal Success, Sales & Selling / General
- ISBN
- 9783895782381
- Subject Area
- Business & Economics
- Publication Name
- How to Catch the Big Idea : the Strategies of the Top-Creatives
- Publisher
- Publicis MCD Werbeagentur Gmbh
- Item Length
- 8.8 in
- Publication Year
- 2005
- Type
- Textbook
- Format
- Hardcover
- Language
- English
- Item Height
- 0.9 in
- Item Weight
- 40.8 Oz
- Item Width
- 8.9 in
- Number of Pages
- 294 Pages
Informazioni su questo prodotto
Product Identifiers
Publisher
Publicis MCD Werbeagentur Gmbh
ISBN-10
3895782386
ISBN-13
9783895782381
eBay Product ID (ePID)
30758094
Product Key Features
Number of Pages
294 Pages
Publication Name
How to Catch the Big Idea : the Strategies of the Top-Creatives
Language
English
Publication Year
2005
Subject
Personal Success, Sales & Selling / General
Type
Textbook
Subject Area
Business & Economics
Format
Hardcover
Dimensions
Item Height
0.9 in
Item Weight
40.8 Oz
Item Length
8.8 in
Item Width
8.9 in
Additional Product Features
Intended Audience
Scholarly & Professional
LCCN
2005-544074
Dewey Edition
22
Dewey Decimal
658.3/14
Original Language
German
Table Of Content
Management Principles for Big Ideas. The idea as the most intensive manifestation of energy. The value of Big Ideas. The vision: How to create a company that works for big ideas. The client: How to make your client a great creative director. The mission: How to transform a great problem into a great idea. The information: How to win an insight, that makes a difference. The strategy: How to give an idea a clear and relevant direction. The creative brief: How to focus an energy to start an idea. The finding of ideas: How to receive an answer that you did not expect. The description of ideas: How to work with an idea without losing it. The assessment of ideas: How to judge an idea professionally. The presentation of ideas: How to let the energy of an idea jump over. The protection of ideas: How to protect a Great Idea before it appears. The production of an idea: How to manifest a magic kiss. Successful ideas change the world. Will you change the world?
Synopsis
Great Ideas in Advertising are not just coincidental, but the result of a consequently managed Creative Process that guarantees an Added-Value. A fascinating process of 12 phases shows what 77 Top-Creatives have in common in their work, illustrated by numerous original quotations from interviews with e.g., John Hegarty, Dan Wieden or Jeff Goodby. Almost 200 Practical Tips show Creatives, Copywriters, Art Directors, Account Managers and Marketeers how to steer, evaluate and manage the energy of the idea confidently throughout the Creative Process. The Question is not " Who is Creative?" But " How Can you be more creative, faster, more precise and with even more ease?" Here, you will experience thought and work processes that Top-Creatives use to win Cannes-Lions and Effectiveness Awards for their clients and their brands. Have fun! >>As we are in the business of ideas, this is a great one.>It is a wonderful utopia. To join the best Worldwide creative talent is an unattainable ideal for any advertising agency. Instead, it is possible in this marvellous book.>There is nothing more stimulating for work than the insights of other successful creatives. I tremendously enjoyed reading from these fantastic colleagues about how they approach great ideas.<< - Michael Conrad, Ex-Chief Creative Officer, Leo Burnett, Chicago, Gro artige Werbeideen sind kein Zufall, sondern das Ergebnis eines konsequent gemanagten Wertschöpfungsprozesses. Was Top-Kreative bei ihrer Arbeit gemeinsam haben, zeigt dieses Buch, belegt durch zahlreiche Zitate aus Interviews, die der Autor mit über 70 Top-Kreativen aus 15 Ländern geführt hat. Dabei geht es nicht mehr um die Frage "Wer ist kreativ?", sondern "Wer ist schneller, öfter und präziser kreativ?" Das Buch bietet allen am kreativen Prozess Beteiligten eine praxisnahe Struktur zur Erarbeitung der Kommunikationsidee mit insgesamt 12 Arbeitsphasen, vom ersten Gespräch mit dem Auftraggeber über das Briefing, die Informationssammlung, die strategische Formulierung des Benefits, die Ideenfindung, -beschreibung und -bewertung bis hin zur Produktion und zum Schutz der Idee. Es zeigt ihnen, wie sie ihren eigenen Denk- und Arbeitsprozess optimieren können - wirksam, nachvollziehbar und selbstbestimmt. "How to Catch the Big Idea" liefert kraftvoll-inspirierende Fragen für die Tagesarbeit, konkrete und nachvollziehbare Tipps für den Umgang mit Ideen. Von der kreativen Strategie-Entwicklung bis zu deren Umsetzung vermittelt dieses Buch praxisnah die Grundlagen für eine effektivere und kreativere Arbeitsstruktur. Wer von den weltweit besten der Branche lernen möchte, wird dieses Buch lieben., Whoever wants to learn from the worlds top creative experts will love this book. It shows how those involved in the creative process can effectively and clearly optimize their own working methods. "How to Catch the Big Idea" provides practical, powerful and inspiring impetus for the readers daily business., Great and successful advertising ideas do not come about just by chance; they result from a professionally managed creative process. That is the reason why top creative agencies and clients can repeatedly come up with great ideas. This book shows what these creative experts have in common. This is emphasized by numerous original quotes from interviews held by the author with more than 70 such communication experts from 15 countries. To answer the exciting question "how to be creative faster, more often and with more precision?" For all those involved in the creative process, this book provides a practical workflow structure and powerful tips for coming up with great communication ideas. Starting with the first meeting with the client proceeding on through briefing, gathering information, strategic writing of the benefits, finding the idea, describing and rating it, and finally producing the idea and making sure that it is well protected. This book shows the reader how to optimize his/her own thought process and working method - effectively, clearly and independently. "How to Catch the Big Idea" provides practical, powerful and inspiring impetus for the reader´s daily business. The book clearly and concretely describes how to develop and manage great ideas. It shows how to create a relevant strategy and ultimately put it to effect, to establish and support an effective and more creative working structure. Whoever wants to learn from the world´s best creatives will really enjoy this book., Great and successful advertising ideas do not come about just by chance; they result from a professionally managed creative process. That is the reason why top creative agencies and clients can repeatedly come up with great ideas. This book shows what these creative experts have in common. This is emphasized by numerous original quotes from interviews held by the author with more than 70 such communication experts from 15 countries. To answer the exciting question "how to be creative faster, more often and with more precision?" For all those involved in the creative process, this book provides a practical workflow structure and powerful tips for coming up with great communication ideas. Starting with the first meeting with the client proceeding on through briefing, gathering information, strategic writing of the benefits, finding the idea, describing and rating it, and finally producing the idea and making sure that it is well protected. This book shows the reader how to optimize his/her own thought process and working method - effectively, clearly and independently. "How to Catch the Big Idea" provides practical, powerful and inspiring impetus for the reader's daily business. The book clearly and concretely describes how to develop and manage great ideas. It shows how to create a relevant strategy and ultimately put it to effect, to establish and support an effective and more creative working structure. Whoever wants to learn from the world's best creatives will really enjoy this book.
LC Classification Number
HD53
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