Intended for those who are considering to become an advertising creative, this book explains the skills that you need to make it as an advertising creative above and beyond the ability to write good adverts, and demonstrates: how to get the best out of the people you work with; how to present your work to clients; and, how to manage your career.
A chronicle of the key ideas that have shaped the adverts we see everyday, 100 Ideas That Changed Advertising offers a fascinating insight into an ever-changing and fast-moving business.Arranged broadly chronologically, the book looks at the overnight revolutions, the flashes of inspiration, and the long-term evolutions that have shaped the industry. Author Simon Veksner guides us through the key ideas behind these changes, from the development of the first advertising formats and the history of branding, to the creative revolutions of the 1960s and the digital age. Looking forward, the book considers the most recent thinking in reaching new audiences, including the rise of neuromarketing and the latest behavioural economics.Illustrated with hundreds of examples of adverts and explaining their power to grab our attention, the book is an absorbing guide to a turbulent industry.
Wer in der Werbebranche Fuß fassen und Karriere machen möchte, braucht mehr als ein Designdiplom und solide fachliche Fähigkeiten. Simon Veksner, selbst erfolgreicher Werbekreativer und Juror, verrät dem Einsteiger wie dem Profi, worauf es in den verschiedenen Phasen ankommt: Welches Praktikum lohnt sich wirklich, und wie nutzen Sie es effizient? Wie ergattern und behalten Sie Ihre erste Stelle? Wie bringen Sie Ihre Ideen durch, und wie wird aus einem Junior Creative ein CD? Interviews mit den großen Namen der Branche liefern dazu Erfahrungen und Ratschläge aus erster Hand.