PREFACE X ACKNOWLEDGMENTS XII CHAPTER 1: ADVERTISING IS. 2 The Purpose of Advertising 3 What People Expect From Advertising 4 Broad Advertising Categories 4 Advertising Takes Many Forms 5 Media Channels: Paid, Owned, and Earned 7 Who Creates Advertising 8 Advertising Media Channels 10 The Ad Agency 11 Career Competencies and Expectations 14 Quickstart: What You Need to Know to Begin 15 Sample Creative Brief 17 Critique Your Own Solutions 18 Social Responsibility 19 Case Study: Liberty Hall 360: Revolutionary Wedding 20 Interview with NiRey Reynolds, The One Club for Creativity 21 Interview with Justin Moore, FCB West 24 CHAPTER 2: COMPOSITION BY DESIGN 28 Parts of an Ad 28 Image-Copy Relationship Constructions 30 Basic Design Principles 34 Directing the Viewer''s Gaze Through a Composition 43 Rule of Thirds, Z-Pattern, Corner to Corner, Dominant Movement 44 Point of View 46 Illusion of Spatial Depth 46 The Illusion of Movement 48 Campaigns by Design: Triplets Versus Cousins 48 Integrated Media Campaigns 52 What Makes a Good Integrated Campaign? 54 Unifying the Touchpoints Throughout a Campaign 54 Case Study: Domtar PAPERbecause 55 Essay: Zombies, Aliens, English Soccer, and the Story of Integrated Advertising by Greg Braun 59 Interview with Charlene Chandrasekaran, Droga5 London 62 CHAPTER 3: ART DIRECTION 66 Art Director''s Role 66 Art Direction Checklist 68 Type by Design 68 Clarity of Visual Communication 68 Selecting a Typeface For Idea, Content, and Audience 69 Image by Design 74 Imagery 76 Visualizing Form 79 Integrating Type and Image 81 Case Study: Matchabar "Hustle" 86 Interview with Bernice Chao, R/GA California 88 CHAPTER 4: BUILDING A BRAND NARRATIVE AND BRAND EXPERIENCES 94 Brand as Promise 94 Target Audience 95 Strategic Thinking Underpinning the Brand Story 95 Ad Idea and On-Brand Alignment 97 Positioning 101 Brand Story Considerations 101 Strategic Approaches 103 Archetypes 104 The Bigger Brand Story 105 Case Study: Dunkin'' Rebrand 107 Case Study: HSBC: "Bank Cab" Program 109 Interview with Renato Fernandez, TBWA\Chiat\Day Los Angeles 111 CHAPTER 5: THE AD IDEA 114 Creative Ideas 114 Insights 115 Ideas 117 N.A.R.C.: What an Idea has to Do 117 Idea-Generation Process 123 More Points of Departure for Ideation 124 Case Study: Burger King UK: "Meltdown" 130 Case Study: Oscar Mayer: "Wake Up & Smell the Bacon" 132 Case Study: Samsung 5G Fan Experience 133 Interview with José Mollá, the community 136 CHAPTER 6: STORYBUILDING AND CONTENT CREATION 144 Storybuilding in the Digital Age 144 The Core Brand Narrative: The Story Ecosystem 144 Telling a Shareworthy Story 147 Brand as Activist: Embedding Social Purpose 147 Story Archetypes 150 Story Basics 151 Essay: The Power of Story by Alan Robbins 152 Interview with Emlyn Allen, Grey New York 154 CHAPTER 7: DECONSTRUCTING MODEL FORMATS 158 The Appeal of Transformation 158 Conveying the Advertising Message 159 Basic Formats 161 Case Study: Jordan Brand: "The Last Shot" 174 Interview with Sophia Lindholm, Forsman & Bodenfors Sweden 176 CHAPTER 8: COPYWRITING 178 Purpose 178 The Craft of Writing Headlines: One Dozen Guidelines 179 The Headline and Image Relationship 180 Taglines 184 The Writing Process 185 Case Study: The Art of Shaving: Evolution Campaign 186 Interview with Julia Neumann, TBWA\Chiat\Day New York 187 CHAPTER 9: THINKING CREATIVELY 192 Tools that Stimulate Creative Thinking 192 Creativity Through Making 202 Case Study: The Art of Shaving Barber Spa 204 Interview with Jayanta Jenkins, Disney+ and Saturday Morning 205 CHAPTER 10: TV COMMERCIALS AND SOCIAL VIDEOS 208 Storytelling in Time-Based Media 208 Storyboard 208 How a Commercial or Video Looks: Art Direction Essentials 209 Commercials and Social Videos 212 Strategy, Idea, Benefit, and Channel 214 Commercial Checklist 218 Case Study: Thinkthin Integrated Campaign 219 Interview with Erin Evon, R/GA New York 221 CHAPTER 11: WEBSITE, MOBILE, SOCIAL, EXPERIENTIAL, AND IMMERSIVE ADVERTISING 226 Get the Audience''s Attention 226 Experience Focused and Media Agnostic 227 Website Basics 228 Branding 229 Desktop Website Design 229 Website Development 233 Mobile by Design 233 Social by Design 238 Experiential and Immersive Experiences by Design 241 Case Study: BBC Civilizations AR 248 Case Study: New Orleans Offline Playlist 250 Essay: Adapting for Success by Michael Mierzejwski 252 Interview with Gerard Crichlow, Interpublic Group 254 GLOSSARY 256 INDEX 264.