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Copy, Design and Creativity: The Nature of Our Business

Chapter 1

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Who wants to be creative?

• Account executive• Account planner• Media buyer/planner• Blogger• Social media• Designer, art director• Broadcast producer

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Golden Age of Advertising

• Emphasis on brands• Twist in visuals/copy• New design styles

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Creative Team

• Creative director• Copywriter• Art Director/designer• Production artist• Producer• Web developer• Production manager

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What does a copy writer do (besides writing copy?)

• Research• Client service• Producer• New business• Public relations• Internet content• Blog• Creative management• Project management

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Controlling the creative process

1. Get the facts2. Brainstorm3. Rough layouts4. Find visuals5. Work with the team6. Present internally7. Sell the client8. Execute the concept9. Ensure continuity10. Evaluate and improve

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Creative Career Path

• Copywriter for life• Creative management• Account service• Account planning• Promotion manager• Public relations writer• Internal ad department• Web writer/developer• Social media/blogger• Freelance writer• Consultant

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Integrated Marketing communication

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AIDA

• Awareness• Interest• Desire• Action

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Know this…

• People do not buy THINGS, they buy SATISFACTION of WANTS and NEEDS

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Maslow’s hierarchies

(respect of others, satisfaction)

Social

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Examples

France

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USA

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USA

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Norway

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USA

Student work-USA

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USA India

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Philippines

USA

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USA

USA

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