Creative Advertising: Ideas and Techniques from the World's Best Campaigns [Paperback]

Mario Pricken (Author)

Book Description

ISBN-10: 0500284768 | ISBN-13: 978-0500284766 | Publication Date: May 2004

Unravels the creative processes behind some of the most original and effective advertising campaigns in recent years. Pricken showcases over 200 examples of international advertising from a wide range of media including magazines and billboards, television, cinema and the Internet.

Editorial Reviews

About the Author

Mario Pricken is a creative director and direct marketing consultant who trains creative teams from advertising agencies and marketing departments. He has written widely on his innovative techniques. --This text refers to the Hardcover edition.

Product Details

• Paperback: 266 pages
• Publisher: Thames & Hudson (May 2004)
• Language: English
• ISBN-10: 0500284768
• ISBN-13: 978-0500284766
• Product Dimensions: 10.9 x 9.5 x 0.8 inches
• Shipping Weight: 3.1 pounds
• Average Customer Review: 4.8 out of 5 stars  See all reviews (21 customer reviews)
• Amazon Best Sellers Rank: #649,391 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

13 of 14 people found the following review helpful:

5.0 out of 5 stars The Un-Textbook for Aspiring Creatives, February 19, 2004

By 

W. Glenn Griffin "Asst. Professor of Advertis... (Dallas, TX United States) - See all my reviews
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This review is from: Creative Advertising: Ideas and Techniques from the World's Best Campaigns (Hardcover)

For any of you preparing for careers as art directors or copywriters, this is a great resource. It's about application. It's about showcasing great work AND revealing the thinking strategies behind it. Kudos to Pricken for going this extra mile and helping to demystify the process. I plan to require the new paperback edition in the portfolio classes I teach.

10 of 13 people found the following review helpful:

5.0 out of 5 stars Marketing Student Review, March 27, 2006

By 

M. Dement "Marketing Magician" (Baltimore, MD) - See all my reviews
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This review is from: Creative Advertising: Ideas and Techniques from the World's Best Campaigns (Paperback)

This book is an outstanding resource for anyone interested in learning about developing and fostering creativity. Mario Pricken's techniques focus on applications in creative advertising. However, both his "DreamTeam" group work techniques and his "KickStart Catalogue" are valuable tools for creating novel ideas in any field. Pricken supports his techniques and theories with stunning visuals from award-winning campaigns from around the globe. He stresses the importance of applying his techniques, specifically the "DreamTeam", in creating advertisements that deliver results. The bulk of Pricken's material is composed of the "KickStart Catalogue". This section outlines numerous creative techniques that can be used to elicit novel ideas. The author backs up each one of these techniques with applications to creative advertising. The purpose of the section is to act partly as a guide for creative thinking and to act partly as inspiration for new ideas. The "DreamTeam" guidelines are a great resource for encouraging creative thought in groups. In this section, Pricken outlines what is needed in a work environment to build creativity instead of breaking it down. Additionally, the author outlines other classic creative techniques that can be applied to all fields including creative advertising. He recounts timeless techniques including storyboarding, first developed by Walt Disney in the early 20th century. Pricken delivers a stunning finish to his work by outlining several interviews with industry professionals. Marketing professors, graphic designers, account executives, and creative directors in the top of the domain all recount their take on the world of creative advertising. This book's strength lays in its stunning use of visual examples to support the author's somewhat stretching theories. Pricken's careful eye and meticulous research shine through in this work. The only problem with this book is the slight over analysis of some creative techniques. Pricken is guilty of what many marketers often do: over complicate their craft. Many of the theories put forward can be condensed into groups. While his thoughts are well researched and developed, they can be perceived as mechanical interpretations of otherwise innate processes. I would recommend this book to anyone curious about marketing, communications, or simply anyone who has ever enjoyed a creative advertisement.

3 of 3 people found the following review helpful:

5.0 out of 5 stars Entertaining and inspirational. This all you really need!!!, October 25, 2005

By 

A. R. Kalamut "Southside AdGuy" (Newmarket, Ontario Canada) - See all my reviews
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This review is from: Creative Advertising: Ideas and Techniques from the World's Best Campaigns (Paperback)

This book is simple to read. Perfect to look at.

What this book does is "Quick Starts" you into the creative process of creating innovative and unforgettable advertisng that works. This book gives you insights from some of the creators of the samples shown within.

This is required reading for all my entry and senior level copywriting and concept classes. It is where we start looking and searching for that elusive "big idea". While it does a great job showcasing advertising that works, what makes it a perfect tool for students is the details behind the thinking strategies.

While you're here add "Hey, Whipple, Squeeze This: A Guide to Creating Great Ads" to your shopping cart. The two books work well together.

If you are simple interested in advertising or make your living in the ad game... buy this book. You won't be sorry.