Creative strategies : idea management for marketing, advertising, media and design

 by Mario Pricken. In this thoughtful, engaging book about the creative process, Pricken (creative director and marketing consultant) presents ideas about creativity that will help advertising agency personnel improve their work, resulting in their clients' campaigns achieving greater awareness and sales. The book also will help those in marketing produce better work. It is filled with numerous four-color photographs from more than 200 campaigns. These campaigns represent various media as well as designs for product packages and firms. Pricken opens his discussion by focusing on the creative culture, claiming that creatives need to remain open to all approaches. Then he examines the creative team as well as the creative director, offering numerous ideas for creatives to consider. Next, he addresses the creative brief and follows with a thorough discussion of the creative process. Finally, Pricken examines the creative work environment, which he believes can have an impact on the creative climate. This book should be read by every person who works or aspires to work in the creative area of advertising or marketing. Summing Up; Highly recommended. Lower-division undergraduate students through faculty and practitioners. --Choice (Check Catalog)