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

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.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. – 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. Michael Conrad, Ex–Chief Creative Officer, Leo Burnett, Chicago

Spis treści:
I. INTRODUCTION.
Catch the Big Idea.
For Whom this Book has been Written.
II. MANAGEMENT PRINCIPLES OF GREAT IDEAS.
The idea as the Highest Form of Energy.
The Value of Great Ideas.
The Added–Value Power of a Nanosecond.
III. THE 12 SUCCESS FACTORS FOR GREAT IDEAS.
The Most Important Added–Va lue Factors in Top–Creative Processes.
1. The Company—Vision.
How to Create a Company that Works for Big Ideas.
The Culture Produces the Work (Dan Wieden).
2. The Client.
How to Make your Client a Great Creative Director.
Not Only was the Client Open to Great Work, He Demanded it (Steve Simpson).
3. The Creative Brief.
How to Transform a Great Problem into a Great Idea.
The Most Enjoyable Part of the Job is Cracking the Problem (Loz Simpson).
4. The Information.
How to Gain an Insight, that Makes a Difference.
Interrogate the Product Until it Confesses (Rob Kitchen).
5. The Strategy.
How to Give an Idea a Clear and Relevant Direction.
Truth is the Best Strategy Anybody Ever Had (John Hegarty).
6. The Creative Brief.
How to Focus an Energy to Start an Idea.
A Good Brief is when You Get Excited (Nick Worthington).
7. Finding the Idea.
How to Receive an Answer that You Did not Expect.
Wounldn′t it be Silly, if....(Rob Kitchen).
8. Describing the Idea.
How to Work with an Idea without Losing It.
You Can′t Lose an Idea (Javi Carro).
9. Evaluating the Idea.
How to Judge an Idea Professionally.
If It′s Fine it Doesn′t Happen, If It′s Great, It Happens (Rich Silverstein).
10. Presenting the Idea.
How to Let the Energy of an Idea Jump Over.
Clients Buy Conviction Not an Idea (Toni Segarra).
11. Protecting the Idea.
How to Protect a Great Idea Before it Shows Up.
Belief Comes First (John Hegarty).
12. Producing the Idea.
How to Manifest a Magic Kiss.
Production is Really Dangerous (Felix de Castro).
IV. THE WORLD NEEDS GREAT IDEAS.
Are You Going to Change the World?
Thoughts for the Next Generation.
Train the Strategies of the Top–Creatives.
Index of Keywords.
 

Nota biograficzna:
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.

Okładka tylna:
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 bus iness of ideas, this is a great one.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. – 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. Michael Conrad, Ex–Chief Creative Officer, Leo Burnett, Chicago