Strategic Thinking for Advertising Creatives


Alice Kavounas

Publication Year




Laurence King Publishing

Strategic Thinking for Advertising Creatives Paperback – October 22, 2013
by Alice Kavounas Taylor (Author)

Strategic thinking is central to creating a successful advertising campaign, yet it is rarely taught systematically. This book enables advertising creatives to formulate a clear brief and to think strategically.

Structured according to the 11 essential elements of a classic advertising brief, it offers a simple, clear, universal template against which the student or young creative can map his or her current project, and learn to understand the key elements that make up a strong brief. At the end of each chapter, the reader uses the knowledge they have just gained on a hypothetical project, so that by the end of the book, they have employed each of the 11 essential elements and formed their own creative brief.

Featuring international examples of current and classic campaigns, Strategic Thinking for Advertising Creatives

About the Author
Alice Kavounas Taylor has enjoyed an award-winning, international advertising career in London and New York. She was formerly Senior Lecturer on the MA in Creative Advertising at University College Falmouth, U.K., a course she originated, led and on which she taught studio practice for 15 years.

Product Details
Paperback: 208 pages
Publisher: Laurence King Publishing (October 22, 2013)
Language: English
ISBN-10: 178067273X
ISBN-13: 978-1780672731
Product Dimensions: 7 x 0.8 x 9.8 inches
Shipping Weight: 1.3 pounds (View shipping rates and policies)

I Needed This Book 30 Years Ago
By Bob the Copywriter on October 26, 2013
Format: Paperback

Creating successful advertising is no longer about making up cute slogans, clever puns and wacky ideas. Or hiring celebrities (whom you’d like to meet). It’s about strategic thinking. That’s why this book is so important for any copywriter, art director or planner. Great creative people are intuitive strategists. But it doesn’t hurt to have a manual. This book is it. I wish I’d had it 30 years ago.

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