I have recently just finished reading this book which records the Creative Planning Awards of 2003. The book demonstrates how account planning has made a big difference to the outcome of the creative work. It shows how innovative thinking and excellent creative work produce great results. The jury panel evaluates the original insight; how that insight manifested itself in the creative brief or briefing; and how well the creative team was able to utilise that insight. Having read about real world examples, I have realised how good, thoughtful planning has led to better, more creative advertising. It’s a book which unfolds how great campaigns were planned out in order to achieve the results they did.
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