Excellent Advertising 2 (How to Create the Best Media Advertising)

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 television advertisements. It will guide you step by step through all aspects of the creative process—from the characteristics of television media, the contributions of planners to consumer insights, to how to generate great TV ad ideas, how to structure TV ads, how to pitch creative concepts, and how to execute them. It's a feast of creativity featuring a gathering of top creative minds in the world of TV advertising. 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 Leesow, Marcello Sepa, Frank Todaro, John Webster, and over 60 other creative leaders from around the world. They will share their personal insights and experiences with you through practical, highly inspirational advice and guidance, along with rich case studies. At this unprecedented event, you will have the opportunity to learn behind-the-scenes stories of renowned global advertising campaigns and agencies, including BBDO, DDB, Fallon, Cliff Freeman Partners, Goodby Silverstein & Partners, HHCL, Leagas Delaney, MRM, TBWA, Wieden + Kennedy, and other famous advertising agencies in the U.S., UK, and Australia. You will also have the chance to hear firsthand insights from top TV ad directors from well-known production companies like Hungry Man, Radical, and Windows. Creative elites from emerging advertising countries and regions such as China, India, and Malaysia will also connect closely with you. Finally, you will receive a detailed statistical report that proves beyond doubt the significant contribution of creativity to sales performance.