The Brains Behind Great Ad Campaigns: Creative Collaboration between Copywriters and Art Directors

by Margo Berman, Robyn Blakeman

Catch an inside look at the advertising creative process. Discover how teams collaborate at major agencies to create unforgettable campaigns like the Budweiser 'Clydesdale and Dalmatian' spots, the 'PEDIGREE' Adoption Drive' program, or the breakthrough UPS 'Whiteboard' campaign.

250 pages, Paperback

First published July 16, 2009

Reviews

[Lex · Rating 3 out of 5]

Having a degree in Advertising, copywriting in particular, ad books are starting to get redundant when explaining the campaign process. I guess it's not too bad to be reminded how campaigns come to be from the client to the brief, to the strategy then finally creative. I enjoyed the chapters that focused on copywriting and brainstorming. I was a little baffled that the copywriting chapter had more insights and tips to share than did the art direction chapter; it was more design fundamentals. Finally, the examples that were used were interesting and a good majority I hadn't seen in class, so that was a plus. This book is definitely for underclassmen and high school students that are just getting familiar with the ad industry.