Creative Leaps is a first-hand insight into the workings of one of the worlds hottest ideas companies, Saatchi & Saatchi; it reveals the strategies, the creative thinking and the stories behind some of their most successful advertising campaigns in Australasia. This is a book about the business of ideas, packed with brilliant suggestions and guidelines on how to find even better ones. It examines some of the campaigns that became showpieces for the network and explains the local thinking that inspired global action. Case histories and inside stories from ‘Which bank? to NRMA for H.E.L.P., to New Zealands hilarious ‘Bugger commercial and many others are discussed. But, this is not a Saatchi & Saatchi book, as such. The lessons are universal. The methodologies are global. It s about the transformational power of ideas, wherever in the world they come from. Creative Leaps is a unique text for anyone involved in marketing and advertising or, indeed, anyone interested in the power of ideas and the practical magic they can conjure. Entertaining and anecdotal, Creative Leaps combines provocative opinions, fresh examples and prescriptive lessons for anyone interested in succeeding in the new brandscape.
| 作者 | Michael Newman |
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