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BOOKS > Creative Strategies

Creative Strategies
Design Library > Brand Design > Advertising
Creative Strategies
저자/역자Mario Pricken
출판사Thames & Hudson
연도2010
#아이디어_도출_과정 #Idea_management #대한_조언 #대한_분석 #클라이언트 #브랜드_디자인 #디자인_광고
Design Library 2F
서가위치

현대카드 코멘트

전 세계의 획기적인 광고 캠페인 230개를 선별하고 그에 대한 분석을 수록한 책. 각 캠페인의 아이디어 도출 과정부터 성공으로 이끈 비법까지 아우르고, 클라이언트와 원만한 관계를 유지할 수 있는 방법에 대한 조언도 얻을 수 있다.

목차

FOREWORD

01 CREATIVE CULTURE

THE SPACE BETWEEN CLIENTS AND CREATIVES

NO MORE 'MORE OF THE SAME'

THE DAYS OF INTUITIVE CREATIVITY ARE GONE

STANDING ON THE SHOULDERS OF GIANTS

SECURITY CAN BE DECEPTIVE

CREATIVITY WITHOUT MISTAKES IS IMPOSSIBLE

STAYING OPEN TO ALL APPROACHES

PRESS THE RESET BUTTON AND START AGAIN

BREAK DOWN THE BARRIERS IN YOUR MIND

ALL THINGS RUN PARALLEL

HOW MUCH DO YOU INVEST IN IDEAS AS A RAW MATERIAL?

CREATIVITY MYTHS MEAN COMMERCIAL MELTDOWN

WHAT SERCVICES ARE PROVIDED BY A SERVICE PROVIDER?

ARTISTS OR TROUBLESHOOTERS?

IS CREATIVITY ON DEMAND REALLY POSSIBLE?

CHANGING THE WAY WE DO BUSINESS

02 CREATIVE TEAM LEADING

PROVIDE VISION, NOT HALF-HEARTED APPEALS FOR CREATIVITY

CREATIVITY IS THE TEAM LEADER'S PRIORITY

THE COURAGE TO LEAD

A CREATIVE DEPARTMENT IS NOT A BLACK BOX

NOT EVERYONE CAN BE A CREATIVE DIRECTOR

THE CREATIVE DIRECTOR AS TEAM COACH

WHO IS RESPONSIBLE FOR WHAT?

SHAKE UP THE DESIRE FOR SECURITY

TWO DIFFERENT WORLDS, TWO DIFFERENT SETS OF RULES

IDEAS CAN PUT YOU IN A MINORITY OF ONE

LEAD YOUR TEAM INTO CREATIVE DESTRUCTION

TOO MUCH OF A GOOD THING CAN BE FATAL

RECOGNITION IS THE BEST REWARD

03 CREATIVE TEAMS

WOULD TOP CREATIVES WANT TO WORK IN YOUR TEAM?

YOU CAN'T KILL CREATIVITY, BUT YOU CAN DESTROY MOTIVATION

ANYONE CAN BE CREATIVE

IS YOUR TEAM READY TO EMBRACE THE STRANGE

TRIBES AND COMMUNITIES

THE INTERNET IS A GOLDMIND FOR RAW IDEAS

A THIRD OF YOUR TEAM SOULD BE THE BEST IN THE BUSINESS

ACCESS TO THE GLOBAL BRAIN

MIX UP YOUR TEAM INTO NEW COMBINATIONS

FOCUS ON TRUST RATHER THAN POLITICAL CORRECTNESS

IT DOESN'T FEEL LIKE WORK IF YOU'RE HAVING FUN

SOLVE PROBLEMS THAT DON'T EXIST YET

TRY TO UNDERSTAND GOW CREATIVITY WORKS

SET UP A SPECIAL CREATIVE TASKFORCE

CREATIVE CELLS WITH A FIXED SHELF LIFE

THE LAW OF TWO FEET

PUTTING A TEAM TOGETHER : A MATTER OF CHEMISTRY

04 CREATIVE BRIEFING

ARE YOU HANDLING A BAD CLIENT OR HANDLING A CLIENT BADLY

EVOLUTION OR REVOLUTION

DO YOU KNOW THE PROBLEM BEHIND THE SOLUTION?

A QUESTION OF PROFESSIONALISM

LOOK ON BRIEFING WORKSHOPS AS A STAGE IN THE CREATIVE PROCESS

HOW ARE PROBLEMS DISCOVERED

YOU NEVER KNOW WHAT YOU DON'T KNOW

FORMULATING A GOAL

FAST-TRACK SONSUMER INSIGHT:LOOK INSIDE YOURSELF

HOW CREATIVITY ADDS VALUE AND MEANING

GO RIGHT TO THE SOURCE TO WATCH AND LEARN

ARE YOUR IDEAS AIMED AT THE CLIENT OR THE TARGET GROUP?

DON'T LET DESIGN REPLACE IDEAS

IF YOU DON'T KNOW THE QUESTION, YOU WON'T KNOW THE ANSWER

05 CREATIVE PROCESS

IS IDEA MANAGEMENT A CONTRADICTION IN TERMS?

IDEA MANAGEMENT IS A SERIOUS BUSINESS

THE CREATIVE PROCESS AS A PLAYGROUND FOR ORGINALITY

WHAT GETS SQUASHED BY TIME PRESSURES?

DON'T BRAINSTORM-COLLECT RAW MATERIALS

USE SEARCH FIELDS TO BOOST CREATIVITY

MAKE 200 RAW IDEAS YOUR MINIMUM

FROM HEAD TO PAPER

WHO SHOULD KNOW NOTHING, AND WHO SHOULD KNOW EVERYTHING?

KNOWLEDGE BROKERS CAN BE CRUCIAL

THINK POSITIVE

TURN BAD IDEAS INTO GOOD IDEAS

CRITICISM IS GOOD, BUT MAKE IT CONCRETE

THE JIGSWA TECHNIQUE

EVERY IDEA HAS AN UNDERLYING PATTERN

THE PRELIMINARY PRESENTATION

PRACTICAL TESTING REPLACES ENDLESS DISCUSSIONS

IDEA EVALUATION : KNOWING VERSUS FEELING

PESSIMISTS STAY TOO CLOSE TO REALITY

THE 100 IDEAS DILEMMA

GROUPS WANT TO 'DO THE RIGHT THING'

THE SHOCK OF THE PRESENTATION

CREATIVITY DURING THE IMPLEMENTATION PHASE

06 CREATIVE SPACES

SPACES CAN AFFECT THE CREATIVE CLIMATE

SPCACES THAT STIMULATE ALL FIVE SENSES

WHEN ECCENTRICITY BECOMES THE NORM

CREATIVITY HAPPENS WHEN YOU MAKE SPACE FOR IT

SPACES AS CREATIVE PLAYGROUNDS

APPENDIX

THE TEAM BEHIND THIS BOOK

PICTURE CREDITS

BIBLIOGRAPHY

CREATIVE CULTURE

THE SPACE BETWEEN CLIENTS AND CREATIVES

NO MORE 'MORE OF THE SAME'

THE DAYS OF INTUITIVE CREATIVITY ARE GONE

STANDING ON THE SHOULDERS OF GIANTS

SECURITY CAN BE DECEPTIVE

CREATIVITY WITHOUT MISTAKES IS IMPOSSIBLE

STAYING OPEN TO ALL APPROACHES

PRESS THE RESET BUTTON AND START AGAIN

BREAK DOWN THE BARRIERS IN YOUR MIND

ALL THINGS RUN PARALLEL

HOW MUCH DO YOU INVEST IN IDEAS AS A RAW MATERIAL?

CREATIVITY MYTHS MEAN COMMERCIAL MELTDOWN

WHAT SERCVICES ARE PROVIDED BY A SERVICE PROVIDER?

ARTISTS OR TROUBLESHOOTERS?

IS CREATIVITY ON DEMAND REALLY POSSIBLE?

CHANGING THE WAY WE DO BUSINESS

CREATIVE TEAM LEADING

PROVIDE VISION, NOT HALF-HEARTED APPEALS FOR CREATIVITY

CREATIVITY IS THE TEAM LEADER'S PRIORITY

THE COURAGE TO LEAD

A CREATIVE DEPARTMENT IS NOT A BLACK BOX

NOT EVERYONE CAN BE A CREATIVE DIRECTOR

THE CREATIVE DIRECTOR AS TEAM COACH

WHO IS RESPONSIBLE FOR WHAT?

SHAKE UP THE DESIRE FOR SECURITY

TWO DIFFERENT WORLDS, TWO DIFFERENT SETS OF RULES

IDEAS CAN PUT YOU IN A MINORITY OF ONE

LEAD YOUR TEAM INTO CREATIVE DESTRUCTION

TOO MUCH OF A GOOD THING CAN BE FATAL

RECOGNITION IS THE BEST REWARD

CREATIVE TEAMS

WOULD TOP CREATIVES WANT TO WORK IN YOUR TEAM?

YOU CAN'T KILL CREATIVITY, BUT YOU CAN DESTROY MOTIVATION

ANYONE CAN BE CREATIVE

IS YOUR TEAM READY TO EMBRACE THE STRANGE

TRIBES AND COMMUNITIES

THE INTERNET IS A GOLDMIND FOR RAW IDEAS

A THIRD OF YOUR TEAM SOULD BE THE BEST IN THE BUSINESS

ACCESS TO THE GLOBAL BRAIN

MIX UP YOUR TEAM INTO NEW COMBINATIONS

FOCUS ON TRUST RATHER THAN POLITICAL CORRECTNESS

IT DOESN'T FEEL LIKE WORK IF YOU'RE HAVING FUN

SOLVE PROBLEMS THAT DON'T EXIST YET

TRY TO UNDERSTAND GOW CREATIVITY WORKS

SET UP A SPECIAL CREATIVE TASKFORCE

CREATIVE CELLS WITH A FIXED SHELF LIFE

THE LAW OF TWO FEET

PUTTING A TEAM TOGETHER : A MATTER OF CHEMISTRY

CREATIVE BRIEFING

ARE YOU HANDLING A BAD CLIENT OR HANDLING A CLIENT BADLY

EVOLUTION OR REVOLUTION

DO YOU KNOW THE PROBLEM BEHIND THE SOLUTION?

A QUESTION OF PROFESSIONALISM

LOOK ON BRIEFING WORKSHOPS AS A STAGE IN THE CREATIVE PROCESS

HOW ARE PROBLEMS DISCOVERED

YOU NEVER KNOW WHAT YOU DON'T KNOW

FORMULATING A GOAL

FAST-TRACK SONSUMER INSIGHT:LOOK INSIDE YOURSELF

HOW CREATIVITY ADDS VALUE AND MEANING

GO RIGHT TO THE SOURCE TO WATCH AND LEARN

ARE YOUR IDEAS AIMED AT THE CLIENT OR THE TARGET GROUP?

DON'T LET DESIGN REPLACE IDEAS

IF YOU DON'T KNOW THE QUESTION, YOU WON'T KNOW THE ANSWER

CREATIVE PROCESS

IS IDEA MANAGEMENT A CONTRADICTION IN TERMS?

IDEA MANAGEMENT IS A SERIOUS BUSINESS

THE CREATIVE PROCESS AS A PLAYGROUND FOR ORGINALITY

WHAT GETS SQUASHED BY TIME PRESSURES?

DON'T BRAINSTORM-COLLECT RAW MATERIALS

USE SEARCH FIELDS TO BOOST CREATIVITY

MAKE 200 RAW IDEAS YOUR MINIMUM

FROM HEAD TO PAPER

WHO SHOULD KNOW NOTHING, AND WHO SHOULD KNOW EVERYTHING?

KNOWLEDGE BROKERS CAN BE CRUCIAL

THINK POSITIVE

TURN BAD IDEAS INTO GOOD IDEAS

CRITICISM IS GOOD, BUT MAKE IT CONCRETE

THE JIGSWA TECHNIQUE

EVERY IDEA HAS AN UNDERLYING PATTERN

THE PRELIMINARY PRESENTATION

PRACTICAL TESTING REPLACES ENDLESS DISCUSSIONS

IDEA EVALUATION : KNOWING VERSUS FEELING

PESSIMISTS STAY TOO CLOSE TO REALITY

THE 100 IDEAS DILEMMA

GROUPS WANT TO 'DO THE RIGHT THING'

THE SHOCK OF THE PRESENTATION

CREATIVITY DURING THE IMPLEMENTATION PHASE

CREATIVE SPACES

SPACES CAN AFFECT THE CREATIVE CLIMATE

SPCACES THAT STIMULATE ALL FIVE SENSES

WHEN ECCENTRICITY BECOMES THE NORM

CREATIVITY HAPPENS WHEN YOU MAKE SPACE FOR IT

SPACES AS CREATIVE PLAYGROUNDS

APPENDIX

THE TEAM BEHIND THIS BOOK

PICTURE CREDITS

BIBLIOGRAPHY

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