The Creative Process Illustrated: How Advertising's Big Ideas Are Born

by W. Glenn Griffin, Deborah Morrison

Finally, answers to the question: How are big ideas born?Creative directors, art directors and advertising copywriters are some of the great artists and thinkers of our time. Considering the scope and power of their influence in our culture, that's not such a crazy idea.

Take an intimate look into the creative processes of some of the top minds in the advertising industry. Get inspired as you learn about the people behind smart ad campaigns and see how they visualize their own search for a great idea.

You'll find outstanding work from an eclectic mix of agencies, including TBWA\CHIAT\DAY, The Jupiter Drawing Room, Wieden+Kennedy, McGarryBowen, McCann Erickson, Ogilvy & Mather, Carmichael Lynch and 72andSunny.

"The Creative Process Illustrated" represents a rare and remarkable look at the minds that fuel the ad industry. You'll be inspired to fresh thinking and better work immediately. Inside you'll find:


Process canvases--sketches that visually represent the thought process leading to an idea, from some of the best minds in advertising.
Profiles--insightful commentary from contributors, samples of their favorite work, perspectives from their colleagues and details of their professional accomplishments.
Practical analysis--a breakdown of models of creativity, creativity as a problem-solving device, and putting the creative process to work for you.

Genres: Design, Business, Nonfiction, Creative

176 pages, Paperback

First published August 5, 2010

Reviews

[Chris - Quarter Press Editor · Rating 4 out of 5]

It took me much longer than necessary to read this for whatever reason. It's not that I didn't find the content interesting; I just kept forgetting that I was reading the thing--take that however you will.

I'll admit to being interested in advertising--especially after having read HEY, WHIPPLE, SQUEEZE THIS! a few years ago. The process in advertising is so closely mirrored to that of story/novel writing that I love seeing the overlaps and the solutions. This one, in particular, kept me hooked by its examination of HOW different folks tackle the "problem" of being creative.

With how manic and bizarre some of my methods for writing have always been, it's good to see that I'm really not so different from these folks. Maybe that means I should've gone into advertising. Honestly, I think I would've enjoyed it, but for the moment, I'll keep it as one of my not-so-secret interests.

[Janet Lyn]

Now I know why I work the way I do! :) Inspired. Reassured. Ignited. Love, love, love the geniuses featured in this book.

[Stano Várady · Rating 3 out of 5]

A nice list of interesting creatives and unreadable doodles of how they create. Spoiler alert – everybody does that differently, the key is curiosity, education and questioning everything until the job is done.

[M.i. · Rating 5 out of 5]

This was such a fantastic book to read. I tried to savor it as much as I could, but alas all good things must come to an end.

Its especially refreshing to see some of the greats in the advertising world outline their process, sometimes highlighting the randomness involved in creativity. Not all processes are the same, in fact each person who contributed to this had their own unique perspective on how to get things done, yet one thing is for sure, creativity when done right can be quite magical.

This is a book that I'd suggest to anyone working in the creative field or thinking about doing so.

[Natalie · Rating 4 out of 5]

This book reinforces the quirkiness, randomness and range involved in the creative process. It confirms that the process is highly complex yet not. It shares opinions and protocols of many awesome copywriters and designers. It gives beginners a list of qualities you need to succeed. The contributors prove that lots of different personalities can be successful in advertising. It was informative and inspiring!

[Bruce Kirby · Rating 4 out of 5]

This book is a who's who and how-to book on advertising creativity. Anyone who works in marketing knows that the hardest thing to do is be creative and original. Learning how others extract those ideas that make people buy is worth its weight in gold. Everyone lives by selling something - Robert Louis Stevenson

[Mike Bell · Rating 3 out of 5]

Interesting and mind-expanding. Seeing another's approach is inspirational. A great way to come up with new concepts is to change the way you approach the project. So this also becomes a great brainstorming tool.

[Prosha · Rating 5 out of 5]

one very good book about how designers and illustrator work though a project

[Jillian · Rating 3 out of 5]

Interesting book, but really disappointed in the lack of diversity.