Advertising by Design: Generating and Designing Creative Ideas Across Media

PREFACE XACKNOWLEDGMENTS XIICHAPTER 1: ADVERTISING IS... 2The Purpose of Advertising 3What People Expect From Advertising 4Broad Advertising Categories 4Advertising Takes Many Forms 5Media Channels: Paid, Owned, and Earned 7Who Creates Advertising 8Advertising Media Channels 10The Ad Agency 11Career Competencies and Expectations 14Quickstart: What You Need to Know to Begin 15Sample Creative Brief 17Critique Your Own Solutions 18Social Responsibility 19Case Study: Liberty Hall 360: Revolutionary Wedding 20Interview with NiRey Reynolds, The One Club for Creativity 21Interview with Justin Moore, FCB West 24CHAPTER 2: COMPOSITION BY DESIGN 28Parts of an Ad 28Image-Copy Relationship Constructions 30Basic Design Principles 34Directing the Viewer's Gaze Through a Composition 43Rule of Thirds, Z-Pattern, Corner to Corner, Dominant Movement 44Point of View 46Illusion of Spatial Depth 46The Illusion of Movement 48Campaigns by Design: Triplets Versus Cousins 48Integrated Media Campaigns 52What Makes a Good Integrated Campaign? 54Unifying the Touchpoints Throughout a Campaign 54Case Study: Domtar PAPERbecause 55Essay: Zombies, Aliens, English Soccer, and the Story of Integrated Advertising by Greg Braun 59Interview with Charlene Chandrasekaran, Droga5 London 62CHAPTER 3: ART DIRECTION 66Art Director's Role 66Art Direction Checklist 68Type by Design 68Clarity of Visual Communication 68Selecting a Typeface For Idea, Content, and Audience 69Image by Design 74Imagery 76Visualizing Form 79Integrating Type and Image 81Case Study: Matchabar "Hustle" 86Interview with Bernice Chao, R/GA California 88CHAPTER 4: BUILDING A BRAND NARRATIVE AND BRAND EXPERIENCES 94Brand as Promise 94Target Audience 95Strategic Thinking Underpinning the Brand Story 95Ad Idea and On-Brand Alignment 97Positioning 101Brand Story Considerations 101Strategic Approaches 103Archetypes 104The Bigger Brand Story 105Case Study: Dunkin' Rebrand 107Case Study: HSBC: "Bank Cab" Program 109Interview with Renato Fernandez, TBWA\Chiat\Day Los Angeles 111CHAPTER 5: THE AD IDEA 114Creative Ideas 114Insights 115Ideas 117N.A.R.C.: What an Idea has to Do 117Idea-Generation Process 123More Points of Departure for Ideation 124Case Study: Burger King UK: "Meltdown" 130Case Study: Oscar Mayer: "Wake Up & Smell the Bacon" 132Case Study: Samsung 5G Fan Experience 133Interview with José Mollá, the community 136CHAPTER 6: STORYBUILDING AND CONTENT CREATION 144Storybuilding in the Digital Age 144The Core Brand Narrative: The Story Ecosystem 144Telling a Shareworthy Story 147Brand as Activist: Embedding Social Purpose 147Story Archetypes 150Story Basics 151Essay: The Power of Story by Alan Robbins 152Interview with Emlyn Allen, Grey New York 154CHAPTER 7: DECONSTRUCTING MODEL FORMATS 158The Appeal of Transformation 158Conveying the Advertising Message 159Basic Formats 161Case Study: Jordan Brand: "The Last Shot" 174Interview with Sophia Lindholm, Forsman & Bodenfors Sweden 176CHAPTER 8: COPYWRITING 178Purpose 178The Craft of Writing Headlines: One Dozen Guidelines 179The Headline and Image Relationship 180Taglines 184The Writing Process 185Case Study: The Art of Shaving: Evolution Campaign 186Interview with Julia Neumann, TBWA\Chiat\Day New York 187CHAPTER 9: THINKING CREATIVELY 192Tools that Stimulate Creative Thinking 192Creativity Through Making 202Case Study: The Art of Shaving Barber Spa 204Interview with Jayanta Jenkins, Disney+ and Saturday Morning 205CHAPTER 10: TV COMMERCIALS AND SOCIAL VIDEOS 208Storytelling in Time-Based Media 208Storyboard 208How a Commercial or Video Looks: Art Direction Essentials 209Commercials and Social Videos 212Strategy, Idea, Benefit, and Channel 214Commercial Checklist 218Case Study: Thinkthin Integrated Campaign 219Interview with Erin Evon, R/GA New York 221CHAPTER 11: WEBSITE, MOBILE, SOCIAL, EXPERIENTIAL, AND IMMERSIVE ADVERTISING 226Get the Audience's Attention 226Experience Focused and Media Agnostic 227Website Basics 228Branding 229Desktop Website Design 229Website Development 233Mobile by Design 233Social by Design 238Experiential and Immersive Experiences by Design 241Case Study: BBC Civilizations AR 248Case Study: New Orleans Offline Playlist 250Essay: Adapting for Success by Michael Mierzejwski 252Interview with Gerard Crichlow, Interpublic Group 254GLOSSARY 256INDEX 264