Customer Reviews

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

5 star:		(16)
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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.

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.

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.

When you first lay your hands on this book you will realize this book is something special with its elegant appearance. The book speaks directly to two audiences creatives and professionals on the acct mgt/client side. The author chooses over 20 different styles that an ad can use to effectively communicate.

For example before and after is a technique has been used countless times and requires diverse imagery that dramatizes the benefit to the consumer yet intrigues them to look at ad. This book has 7 full color ads and explanations that demonstrate how to effectively use this technique.

You will find the examples are from across the globe using brands from all verticals. Although you can pick up a lot from reading cover to cover, anyone can enjoy viewing the ads in this book as a critiquing exercise.

This is one of the few Creative Manuals that has managed to pack a huge volume of ideation in advertising, into one single book! It's an excellent read. There are many many tips to learn from, along with excellent up-to-date examples. Priced good too. It continues to be a valuable resource book to inspire me and anyone else who wants to improve their skills in creative communication.

We were required to buy this book for our UT-Austin creative advertising class. I first thought it would be another boring textbook. I was pleasantly surprised that this book breaks down visual concepts and visual communication hierarchies in ads.

Finally, a way to beat your caffeine addiction! Creative Advertising. For aspiring and seasoned creatives alike, Creative Advertising is fuel for great ideas. The Kickstart Catalogue is an invaluable resource for getting the creative juices a'flowin. My work noticeably improved after reading this book. I could go on and on, but I don't want to waste your time. Instead of reading this, you should be reading this book. You will not be sorry.

This book doesn't just show you great ads, it breaks down the process of how to create them with techniques you can apply, both to individual work and to group processes.

This is the best book about creative advertising ever made.

Very nice book with lots of pictures for inspiration. However, I would like to know how successful the ads were and how this is measured. A clever ad does not always translate to improved sales.