The Creative Process Illustrated: How Advertising's Big Ideas Are Born

The book The Creative Process Illustrated: How Advertising's Big Ideas Are Born by W. Glenn Griffin and Deborah Morrison provides an in-depth exploration of the creative processes behind successful advertising campaigns. It examines how leading creative directors, art directors, and copywriters conceptualize and develop innovative ideas.

Key Features

Insights from Industry Leaders: The book includes profiles and commentary from prominent figures in advertising, showcasing their creative journeys and the strategies they employ to generate impactful ideas. Agencies featured include TBWA\CHIAT\DAY, Wieden+Kennedy, and Ogilvy & Mather, among others.

Visual Representations: It features "process canvases," which are sketches that illustrate the thought processes leading to creative ideas. These visual tools help readers understand the often complex journey from concept to execution in advertising.

Practical Analysis: The authors provide a breakdown of creativity models and discuss creativity as a problem-solving tool. This practical approach aims to equip readers with techniques they can apply in their own creative endeavors.

Educational Value: The book serves as a resource for both aspiring and established advertising professionals, offering inspiration and guidance on enhancing their creative skills.

Overall, The Creative Process Illustrated is not just a look at advertising but also a source of inspiration for anyone interested in the creative arts, making it a valuable addition to the literature on creativity in advertising.