The Business Skills Every Creative Needs! Remaining relevant as a creative professional takes more than creativity--you need to understand the language of business. The problem is that design school doesn't teach the strategic language that is now essential to getting your job done. Creative Strategy and the Business of Design fills that void and teaches left-brain business skills to right-brain creative thinkers. Inside, you'll learn about the business objectives and marketing decisions that drive your creative work. The curtain's been pulled away as marketing-speak and business jargon are translated into tools to help you: Understand client requests from a business perspective Build a strategic framework to inspire visual concepts Increase your relevance in an evolving industry Redesign your portfolio to showcase strategic thinking Win new accounts and grow existing relationships You already have the creativity; now it's time to gain the business insight. Once you understand what the people across the table are thinking, you'll be able to think how they think to do what we do.
In this Fourth Edition, Altstiel and Grow take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape.
Leavitt, Harold and Kaufman, Rhonda (2003) Why hierarchies thrive, HarvardBusiness Review, March– April. Leavitt, Harold (2004) Top Down: Why hierarchies are here to stay and how to manage them more effectively, Boston, Mass.
He also shows how to integrate creative strategy into other methods you might currently use, such as PorterÕs Five Forces or Design Thinking. Creative Strategy takes the mystery out of innovation and puts it within your grasp.
Focusing on the idea that good advertising always starts with an understanding of people and an awareness of their needs, this text moves through the creative process step by step.
Boston: Pearson, 2014. Lafley, A. G., and Roger L. Martin. Playing to Win: How Strategy Really Works. Boston: Harvard Business Review Press, 2013. Levitt, Theodore. The Marketing Imagination. New York: The Free Press, 1986.
... Salt Lake City Vincent Digonnet, Euro RSCG Partnership Asia Pacific, Singapore Paul D'Inverno, Bounty Euro RSCG, London Olivier Disle, BETC Euro RSCG, Paris Matt Donovan, Euro RSCG Partnership, Sydney Jay Durante, Euro RSCG MVBMS, ...
This book stitches together a complete design journey from beginning to end in a way that you’ve likely never seen before, guiding readers (you) step-by-step in a practical way from the initial spark of an idea all the way to scaling it ...
SCHWARTZ. Chief Executive Officer at TBWA\CHIAT\DAY, New York sure those underneath me in the chain of command (who are counting on me to lead) are happy, engaged, encouraged, nourished, and taken care of.
Consider for a moment the obscure cocoa bean. Would you believe the cocoa bean inspired one of our society's most timeless and recognized designs? In designing the iconic Coca-Cola bottle, Swedish immigrant Alexander Samuelsen—an ...
Roger Martin argues that to innovate and win, companies need 'design thinking'.