Excellent Advertising 2

Author: Jim Aitchison (Australia), translated by Li Zhihong
Publisher:
Publish Date: 2006-01-01
Features: This is a magical book that reveals the secrets of outstanding TV commercials. It will guide you step by step through all aspects of the creative process—from the characteristics of TV media, the contributions of planners to consumer insights, to how to generate great TV commercial ideas, how to structure TV commercials, how to pitch creative concepts, and how to execute them. It’s a feast for TV advertising enthusiasts featuring a gathering of creative luminaries. The guest speakers include: Tim Calkins, David Droga, Graham Fink, Neil French, Lee Gaffin, Roy Grmesini, John Hegarty, Steve Henry, Adrian Holmes, Lionel Hunt, Chuck Merklebride, Hal Riney, Jim Lesow, Marcello Sepa, Frank Todaro, John Webster, and over 60 other creative leaders from around the world. They will share their personal insights and experiences through practical, highly inspiring advice and guidance, along with rich case studies. At this unprecedented event, you’ll have the opportunity to learn behind-the-scenes stories of renowned global advertising campaigns and agencies, including BBDO, DDB, Fallon, CliffFreemanPartners, GoodbySilverstein, HHCL, LeagasDelaney, MRM, TBWA, WiedenKennedy, and other famous advertising agencies in the U.S., UK, and Australia. You’ll also have the chance to hear firsthand insights from top TV commercial directors from renowned production companies like HungryMan, radical, and Windows. Creative elites from emerging advertising markets such as China, India, and Malaysia will also connect closely with you. Finally, you’ll receive a detailed statistical report that proves the undeniable contribution of creativity to sales performance.