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 p

Advertising Creative is the first “postdigital” creative strategy and copywriting textbook in which digital technology is woven throughout every chapter. Th

"The Business Skills Every Creative Needs! Remaining relevant as a creative professional takes more than creativity--you need to understand the language of busi

The secret weapon for business experts to ensure strategically creative results, this is an indispensable field guide to evaluating creative advertising, brandi

People tend to think of creativity and strategy as opposites. This book argues that they are far more similar than we might expect. More than this, actively ali