How to catch the Big Idea: The Strategies of the Top-Creatives - Hardcover

Langwost, Ralf

Hardcover

ISBN 10: 3895782386 ISBN 13: 9783895782381

Publisher: Publicis, 2004

Synopsis

Great and successful advertising ideas do not come about just by chance; they result from a professionally managed creative process. That is the reason why top creative agencies and clients can repeatedly come up with great ideas. This book shows what these creative experts have in common. This is emphasized by numerous original quotes from interviews held by the author with more than 70 such communication experts from 15 countries. To answer the exciting question "how to be creative faster, more often and with more precision?"

For all those involved in the creative process, this book provides a practical workflow structure and powerful tips for coming up with great communication ideas. Starting with the first meeting with the client proceeding on through briefing, gathering information, strategic writing of the benefits, finding the idea, describing and rating it, and finally producing the idea and making sure that it is well protected. This book shows the reader how to optimize his/her own thought process and working method - effectively, clearly and independently.

"How to Catch the Big Idea" provides practical, powerful and inspiring impetus for the reader´s daily business. The book clearly and concretely describes how to develop and manage great ideas. It shows how to create a relevant strategy and ultimately put it to effect, to establish and support an effective and more creative working structure. Whoever wants to learn from the world´s best creatives will really enjoy this book.

About this title

About the Author

Ralf Langwost holds a degree in communication science and is an innovation coach. After studying at the University of the Arts in Berlin, he worked for several advertising agencies, including Ogilvy & Mather, Ted Bates and Wunderman/Young & Rubicam, Frankfurt, ending up as creative director for such renowned international brands as American Express, Pirelli, Swissair and Novell.
With his founding of IdeaManagement®, Langwost established an internationally successful coaching concept, that is the first to allow the training of top creative performance within a deliberately managed value-added process.
By applying the latest results from creativity research to creation and communication, he shows in his workshops how to catch the "Big Idea" more easily and more quickly.
These days Ralf Langwost advises managers and other employees of companies and agencies in Germany and abroad in adapting and optimizing their creative resources. His clients are mainly innovation-oriented enterprises, advertising agencies, product development teams, pioneering television stations or international brand names.

From the Back Cover

With highly effective thought and work processes of international Top-Creatives you no longer have to rely on pure coincidence for your ideas, but rather on a clearly defined High-Performance Process. This is how Top-Creatives set up the Optimal conditions for their brilliant work long before an idea shows up. Input determines output also holds true for the Big Idea. From the first contact with the client in new business, up to the production, this book shows, for the first time, the most important key factors and rules of a fascinating Creative Added-Value chain.

A fisherman should sit by waters where fish swim. This is a rule,. It simply increases the possibility of catching a fish, And for those who want to catch fish, this is a good rule.

Do you want to make a Big Catch faster? This book shows you ho to do it.

It gives every Communication Professional the possibility to challenge and improve their personal rules in order to increase their effectiveness in the Creative Process.

From the Inside Flap

Great Ideas in Advertising are not just coincidental, but the result of a consequently managed Creative Process that guarantees an Added-Value.

A fascinating process of 12 phases shows what 77 Top-Creatives have in common in their work, illustrated by numerous original quotations from interviews with e.g., John Hegarty, Dan Wieden or Jeff Goodby. Almost 200 Practical Tips show Creatives, Copywriters, Art Directors, Account Managers and Marketeers how to steer, evaluate and manage the energy of the idea confidently throughout the Creative Process. The Question is not " Who is Creative?" But " How Can you be more creative, faster, more precise and with even more ease?"

Here, you will experience thought and work processes that Top-Creatives use to win Cannes-Lions and Effectiveness Awards for their clients and their brands. Have fun!

>>As we are in the business of ideas, this is a great one.<&lt; -</b>John Hegarty, Founder BBH, London

>>It is a wonderful utopia. To join the best Worldwide creative talent is an unattainable ideal for any advertising agency. Instead, it is possible in this marvellous book.<&lt;</b> - Xavi Garcia, Managing Director, Casadevall Pedreno, Barcelona

>>There is nothing more stimulating for work than the insights of other successful creatives. I tremendously enjoyed reading from these fantastic colleagues about how they approach great ideas.<&lt; -</b> Michael Conrad, Ex-Chief Creative Officer, Leo Burnett, Chicago

Edition details

• Publisher: Publicis
• Publication date: 2004
• ISBN 10: 3895782386
• ISBN 13: 9783895782381
• Binding: Hardcover
• Language: English
• Edition number: 1
• Number of pages: 294