Cutting Edge Commercials: How to Create the World's Best TV Ads for Brands in the 21st Century.
This is the definitive step-by-step guide to creating cutting edge television commercials, exploring everything from how television communicates, how planners contribute new insights, how to get great television ideas, how commercials are structured, how to sell concepts and how they should be executed.Join a master class where the faculty includes Tim Delaney, Graham Fink, Neil French, Lee Garfinkel, Roy Grace, John Hegarty, Steve Henry, Drain Holmes, Lionel Hunt, Michael Patti, Jim Riswold and 70 other creative leaders. Share their personal creative processes in page after page of practical and inspiring guidance, complete with storyboards and case histories.
Step behind the famous campaigns at BBDO New York, Fallon, Goodby Silverstein, Howell Henry Chaldecott Lury, Leagas Delaney, Lowe, Saatchi & Saatchi, Wieden & Kennedy and great agencies in the US, UK and Australia. Consult film directors at Hungry Man, @ radical.media, Window, and many more. Explore creativity in the emerging markets of Asia, especially China and India. And possess the statistical evidence that creativity SELLS!

Cutting Edge Advertising: How to Create the World's Best for Brands in the 21st Century.
Cutting Edge Advertising is the first and only book providing a step-by-step plan to create cutting edge print advertising for the twenty-first Century. Over 300 world famous print ads are discussed and analysed in depth by the people who created them - the Gods of advertising now, not forty years ago. Internationally respected names like David Abbott, Tim Delaney, John Hegarty, Gary Goldsmith, Bob Barrie, Neil French and Jeff Goodby - from the world's most admired advertising agencies - share their secrets in a carefully structured, inspirational journey through the contemporary truths of doing great ads.The book serves as a reference text for creatives, clients and colleges. No other single title covers the subject so completely - from research and strategy, through to conceptualising and crafting. For creatives in every agency of the world, the book provides a step-by-step methodology which can be applied immediately in their daily work. It means they can stop copying and start creating their own cutting edge work. By learning how to think like the masters, they can become masters themselves. For advertisers with brands to build, the book offers hundreds of insights into how the most internationally renowned campaigns were crafted. As more clients take direct control of their own advertising, the book arms them with vital methodology and a new way to think. In the author's words, "This is the book I wished I'd had when I started in the business."