Creative Strategy and the Business of Design

Helps designers understand the business and marketing considerations within the design industry so that they may find more successful ways of working to find the appropriate solutions. Professions that utilise creativity, technology and design have shifted from a purely idea-centric field to...one that has to provide creative business solutions. Marketers (clients) now hold agencies or firms accountable for their creative ideas and as a result success is measured in conversions and ROI. This book will give you the tools to provide value when design conversations veer off into marketing territory. Designers also get a framework for identifying and organizing each project's essential elements and articulating strategy within your creative presentations. This book also teaches how to recognise what marketers are asking for and gain confidence in your ability to advise them with your creative executions. AUTHOR: Douglas Davis enjoys being one of the variety of voices needed both in front of and behind the concept, strategy, or execution. He is the principal of The Davis Group LLC and an associate professor within the Communication Design department at New York City College of Technology in Brooklyn. In addition to client work, Douglas contributes to HOW University and the advisory board for New York City's High School for Innovation in Advertising and Media (IAM). Douglas holds a BA in graphic design from Hampton University, an MS in communications design from Pratt Institute, and an MS in integrated marketing from New York University. REVIEWS: "This book is what separates good designers, from great designers. It bridges the often neglected gap between business, design and strategy. A must have resource." --Jacob Cass, Brand Identity Consultant and Founder of Just Creative "If Davis' book isn't the best book written for strategists, it is waaaaaay up there. Last time I liked a strategist's book this much was Steel's Truth, Lies, and Advertising." --Luke Sullivan, Author of 'Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads' "Creatives are often pigeonholed by our industry as just "artists". But not if we all read this book. Finally there's an in-depth guide to help designers, copywriters and others infuse strategic business-thinking into every piece of creative work" --Pete Barry, Creative Director and Author of 'The Advertising Concept Book' 50 colour illustrations