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