Advertising concepts and ideas are an endlessly renewable resource,but they need careful nurturing in order to reach their full potential.However, with the right approach to creativity, any ad agency ormarketing department can become an idea factory that producesgreat work, time and time again. This book showcases 230 campaigns from all over the world,ranging from print ads and product designs to virals and installations.Mario Pricken identifies the keys to their success and demonstrateshow brilliant ideas can be used to forge more fruitful relationshipsbetween creatives and clients. He also asks provocative questions,challenges stale routines, and suggests exercises that will stimulatediscussion and fire the imagination. Creative thinking is more than just the basis of a finished ad: itcan bring together a world-class creative team and promote an inspirationaland efficient workplace. From client briefs to office spaces,this book explores the strategies that turn an agency into a creativepowerhouse, and demonstrates that itrs"s only when people are notafraid to make mistakes or think beyond the everyday that innovationcan truly flourish.
About the Author
Mario Pricken is a creative director and direct marketing consultant who trains creative teams from advertising agencies and marketing departments. He lives in Germany.