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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.
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