- Taschenbuch: 112 Seiten
- Verlag: Iuniverse Star (19. August 2009)
- Sprache: Englisch
- ISBN-10: 1440158274
- ISBN-13: 978-1440158278
- Größe und/oder Gewicht: 15,2 x 22,9 x 0,6 cm
- Amazon Bestseller-Rang: Nr. 237.851 in Englische Bücher (Siehe Top 100 in Englische Bücher)
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1 von 1 Kunden fanden die folgende Rezension hilfreich
My clients need this book...
15. Oktober 2009
Format:Taschenbuch
"I wish Mr. Ibach had written this book years ago. As a graphic designer, I will be buying this little gem for every single client so that they give me the information I need to create effective pieces that work for them!
1 von 1 Kunden fanden die folgende Rezension hilfreich
The cornerstone to a great brief
5. Oktober 2009
Format:Taschenbuch
An excellent read. An even better blueprint. Howard Ibach has captured in less than fifty pages what some ad people don't learn in a lifetime.
Being a working Creative Director myself, I found this book to be both insightful and instructional. Not only has Howard captured the essence and strong points that go into writing a competent and useful briefing document, but also the pratfalls. Peppered with annecdotes and sage quotes from great admen, this book inspires you to strive for a better quality of work. Not to just knock out a necessary evil but to actually pause and take the time to craft a document that will not only empower the agency to do better work but raise the level of communication that the client has with their audience.
What's nice about its appoach is that it schools not only account people, who thoeretically "create" the briefs, but creatives to help in the process as well. Following its advice, you can expect much better communication between the "creatives" and the "suits" and within the agaency as a whole.
In short, this is a must read for anyone who is commited to excelling in advertising--and removing one of the biggest internal headaches you will encounter in your career.
Being a working Creative Director myself, I found this book to be both insightful and instructional. Not only has Howard captured the essence and strong points that go into writing a competent and useful briefing document, but also the pratfalls. Peppered with annecdotes and sage quotes from great admen, this book inspires you to strive for a better quality of work. Not to just knock out a necessary evil but to actually pause and take the time to craft a document that will not only empower the agency to do better work but raise the level of communication that the client has with their audience.
What's nice about its appoach is that it schools not only account people, who thoeretically "create" the briefs, but creatives to help in the process as well. Following its advice, you can expect much better communication between the "creatives" and the "suits" and within the agaency as a whole.
In short, this is a must read for anyone who is commited to excelling in advertising--and removing one of the biggest internal headaches you will encounter in your career.
Want to make great ads? Start here
22. Oktober 2009
Format:Taschenbuch|Von Amazon bestätigter Kauf
There's a tendency when setting out to create great ads to look at other ads and try to emulate them. Wrong. Wrong. Wrong. Howard's book hits the nail on the head, and suggests instead we start where all great ads (which is to say, non scam and great) do: with a great brief.
The advice it gives is excellent; the examples some of the best you'll find and the writing style clear and compelling.
The variety of briefing formats, from a bunch of great agencies, shows there's more than one way to skin a cat. What binds them though is the passion of the people writing them (nameless in most cases, but that's a small quibble - perhaps all suits should sign their briefs though?). Without this passion, there's not hope of a creative team striking gold, and without that, there's no chance Mr and Mrs Shopper will pay attention to what you're saying and pull out their wallets.
If there are any shortcomings in this great little book, they're in the packaging, not the content. The layout is at times inelegant and the printing on my copy was poor in places. The author tells me there's a reprint on the way that will address the latter issue, but if your career depends on helping create great ads, don't wait - order this book today.
([...])
The advice it gives is excellent; the examples some of the best you'll find and the writing style clear and compelling.
The variety of briefing formats, from a bunch of great agencies, shows there's more than one way to skin a cat. What binds them though is the passion of the people writing them (nameless in most cases, but that's a small quibble - perhaps all suits should sign their briefs though?). Without this passion, there's not hope of a creative team striking gold, and without that, there's no chance Mr and Mrs Shopper will pay attention to what you're saying and pull out their wallets.
If there are any shortcomings in this great little book, they're in the packaging, not the content. The layout is at times inelegant and the printing on my copy was poor in places. The author tells me there's a reprint on the way that will address the latter issue, but if your career depends on helping create great ads, don't wait - order this book today.
([...])
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