Focusing on the idea that good advertising always starts with an understanding of people and an awareness of their needs, this text moves through the creative p

Advertising Creative is the first “postdigital” creative strategy and copywriting textbook in which digital technology is woven throughout every chapter. Th

"The Business Skills Every Creative Needs! Remaining relevant as a creative professional takes more than creativity--you need to understand the language of busi

People tend to think of creativity and strategy as opposites. This book argues that they are far more similar than we might expect. More than this, actively ali

Now in its third edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integr