Preface xi Acknowledgments xiii Chapter 1 Advertising Is . 2 The Purpose of Advertising 2 Broad Advertising Categories 3 Advertising Takes Many Forms 4 Media Channels: Paid, Owned, and Earned 6 Who Creates Advertising 6 The Ad Agency 10 Social Responsibility 11 Career Competencies and Expectations 12 What You Need to Know to Begin 12 Sample Creative Brief 13 Interview with Justin Moore, creative director, Venables Bell and Partners 14 Chapter 2 Composition by Design 18 Parts of an Ad 18 Image/Copy Relationship Constructions 20 Basic Design Principles 24 Directing the Viewer''s Gaze through a Composition 33 Point of View 36 Illusion of Spatial Depth 36 The Illusion of Movement 38 Campaigns by Design: Triplets versus Cousins 38 Integrated Media Campaigns 43 Start Designing 44 Case Study: Cannes Lions Touchwall 46 Case Study: Domtar PAPERbecause 48 Chapter 3 Type and Image by Design 52 Type by Design 52 Clarity of Visual Communication 52 Selecting a Typeface for Idea, Content, and Audience 53 Image by Design 61 Imagery 63 Basics of Visualizing Form 67 Integrating Type and Image 69 Interview with Milton Melendez, creative director, Red Urban 74 Chapter 4 Building a Brand Narrative in the Digital Age 78 Strategic Thinking Underpinning the Brand Story 78 Brand Story Considerations 81 Strategic Approaches 82 Brand Storytelling 86 Case Study: Renegade 88 Chapter 5 The Ad Idea 90 Six Essential Questions 90 Seeking an Insight 91 Tools 93 Idea-Generation Process 95 Thinking Creatively: More Points of Departure for Ideation 98 Case Study: Oscar Mayer: "Wake Up and Smell the Bacon" 104 Case Study: Madden GIFERATOR 106 Interview with Dave Snyder, executive creative director, Firstborn 108 Chapter 6 Storybuilding and Content Creation in the Digital Age 110 Storybuilding in the Digital Age 110 The Core Brand Narrative: The Story Ecosystem 111 Telling a Shareworthy Story 114 Story Basics 117 Story Starters 120 Case Study: Panasonic "Share the Air" Campaign 121 Case Study: Adidas Originals 122 Essay: The Power of Story by Alan Robbins, professor, Michael Graves College 124 Interview with Scott Goodson, founder, StrawberryFrog 125 Chapter 7 Deconstructing Model Formats 128 The Appeal of Transformation 128 Conveying the Advertising Message 129 Basic Formats 131 Case Study: Jordan Brand: The Last Shot 144 Interview with Sophia Lindholm, senior art director, Forsman & Bodenfors 146 Chapter 8 Copywriting 148 Which Comes First: The Image or the Copy? 148 Copy and Image: How Should They Work Together? 149 Taglines 152 The Writing Process 154 Case Study: The Art of Shaving: Evolution Campaign 156 Chapter 9 Thinking Creatively 158 Tools That Stimulate Creative Thinking 158 Creativity through Making 162 Case Study: Mini Covert 164 Case Study: The Art of Shaving Barber Spa 167 Interview with Rosie Arnold, executive creative director, BBH 168 Chapter 10 Animation, Motion by Design & Commercials: TV, Web & Film 172 Motion Serves the Idea and Storytelling 172 Storyboard 173 Ten Guiding Principles for Storytelling in Animation or Motion 174 How a Commercial Looks: Design Essentials 175 Commercials and Social & Web Films 178 Strategy/Idea/Benefi t/Channel 179 Case Study: thinkThin Integrated Campaign 184 Interview with Mark Jackson, chief technology catalyst, McCann Worldgroup 187 Chapter 11 Digital by Design: Mobile, Social & Websites 190 Experience Focused/Media Agnostic 190 Website Basics 191 Branding 192 Mobile by Design 194 Desktop Website Design 198 Website Development 201 Social by Design 206 Case Study: Clever Girls Collective 210 Case Study: UrbanDaddy 214 Essay: Understanding and Wrangling the Web, by Manik Rathee, user-experience designer, Google 216 Interview with Gerard Crichlow, director of social and cultural innovation, AMV BBDO 218 Glossary 220 Bibliography 229 Index 232.