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Creative Advertising Ideas and Techniques from the World's Best Campaigns

ISBN-10: 0500284768
ISBN-13: 9780500284766
Edition: 2004
Authors: Mario Pricken
List price: $39.95
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Book details

List price: $39.95
Copyright year: 2004
Publisher: Thames & Hudson
Binding: Paperback
Pages: 266
Size: 9.25" wide x 10.50" long x 0.75" tall
Weight: 3.080
Language: English

Mario Pricken is a creative director and direct marketing consultantwho trains creative teams from advertising agencies and marketingdepartments. He lives in Germany.

DreamTeam: a framework for great creative performance
DreamTeam, a basis for every meeting
Your brief creates space for a motivated team
Switch on all five senses
Go into meetings with a clear goal
Always separate the ideas phase from the evaluation phase
Avoid idea killers
Use doodles to visualize your ideas
Grab ideas and run with them
Look for the positive in other people's ideas
Make mistakes and have fun doing it
Stick with it, the best ideas are yet to come
Develop your sense of humour
Wait before evaluating ideas
Select ideas creatively
Turning ideas into action
The KickStart Catalogue: finding ideas that communicate
Introducing the KickStart catalogue
The KickStart catalogue
Without words
Mixing and matching
Comparative juxtaposition
Repetition and accumulation
Exaggeration
Turn it right around
Omission and suggestion
Paradoxes and optical illusions
Provocation and shock tactics
Playing with time
A change of perspective
Spoofs and parodies
Symbols and signs
Come and play
Telling stories
Absurd, surreal, bizarre
Take it literally
Change the product
Alternative uses
Double meanings
Play with words
In the beginning was the word
Reframing: a key to creative thinking
Metaphor and analogy
Break out of the frame
Alternative media
Copy with punch: using wit and humour
Structuring jokes
A practical guide to joke-making: constructing and disrupting frames of reference
Developing punchlines
Adapting and using existing punchlines
Make the most of black humour
Unintentional humour and situation comedy
Blue humour
Classic creative techniques
The morphological matrix
Osborn's checklist
Visual synectics
Visualization: movies in your mind
Tools for professional dreamers
Synaesthesia
Controlling the pictures in your mind
Aids to visualization
Brainfloating
Develop ideas through storyboarding
Interviews and resources
Walter Lurzer, Professor, University of Applied Art, Vienna
PJ Pereira, Creative Director, New Media Agency Agenciaclick
Johan Kramer, Kesselskramer Advertising Agency
K.C. Tsang, Executive Creative Director, BBDO Hong Kong
Stefan Sagmeister, Graphic Designer
The team behind this book
List of agencies

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