The brains behind great ad campaigns
Subtitle: creative collaboration between copywriters and art directors
By: Margo Berman and Robyn Blakeman.
Contributors: Blakeman, Robyn, 1958-
Publisher: Rowman & Littlefield
Published: 2009
Place of publication: Lanham, Md
Language: eng
Number of pages: 224
ISBN-13: 9780742555501; 9780742555518
Subjects: Advertising campaigns; Brand name products
Notes: Includes bibliographical references and index.
Table of contents: title: The brains behind the campaign: the strategy and the brief; title: Brainstorming : the marriage of visual and verbal to the strategy; title: Brainstorming : techniques to get to the big idea; title: How campaigns tell the brands' story; title: How copywriters approach strategy verbally; title: How designers approach strategy visually; title: Where campaigns and brands go off course; title: On-strategy campaigns that spin out; title: New strategies for old and new media; title: Nuts and bolts of great presentations.