The Creative Brief Blueprint: Crafting Strategy That Generates More Effective Advertising
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Specifications
| Publisher | Bookbaby |
| ISBN 13 | 9781098390457 |
| ISBN 10 | 1098390458 |
| Author | Kevin McTigue |
| Book Format | Paperback |
| Language | English |
| Book Description | In the Creative Brief Blueprint, Kevin McTigue and Derek Rucker merge decades of academic insights and practical experience to offer an approachable and actionable guide to crafting successful communications strategy. |
| About the Author | Kevin McTigue is a clinical associate professor of marketing at NorthwesternUniversity's Kellogg School of Management teaching multiple classes for theMBA program and executive education, where he is a two-time winner ofthe Core Course Teaching Award. His career spans more than twenty yearsin teaching, consulting, brand management, and advertising. He has writtenor evaluated hundreds of creative briefs for everything from social mediafor a children's hospital to Super Bowl ads for consumer-packaged goods.Before his full-time appointment at Kellogg, Kevin led the strategyand consulting practice in the central region of the US for global digitalagency SapientRazorfish. His work focused on driving value for clients inthe digital age. He advised senior Fortune 500 clients on how to best leveragedigital platforms to create value, from marketing strategies to digitaltransformation road maps to the creation of entirely new businesses.Prior to SapientRazorfish, he spent seven years in brand managementwith Tyson/Hillshire Brands/Sara Lee leading businesses including JimmyDean, Ball Park, and Hillshire Farm. Over this time he developed andlaunched multiple products, repositioned and developed new campaigns, and led all activities related to planning and running the business. Kevinspent significant time working in digital and traditional advertising atagencies such as marchFIRST, JWT, and BBDO. He also led brand strategyand campaign development for clients including Nestlé, Unilever, andMars/Wrigley. Dr. Derek Rucker holds the Sandy & Morton Goldman Professorship ofEntrepreneurial Studies in Marketing at the Kellogg School of Management.Trained as a social psychologist, his academic research interests andpursuits focus broadly on consumer behavior with an emphasis on advertising, persuasion, social hierarchy, and compensatory consumption. Heexplores questions related to what makes for effective advertising and whatmotives underlie consumer consumption. He has contributed to more than130 academic publications including leading journals such as the Journalof Consumer Research, the Journal of Marketing Research, the Journal ofMarketing, and the Journal of Consumer Psychology. His research has beencovered in major media outlets such as the New York Times, Time magazine, and ABC News.Dr. Rucker currently teaches advertising strategy at Kellogg. The coursefocuses on basic psychological principles to better understand how to planand execute successful advertising. A central aspect of his course is the writing, evaluation, and revision of creative briefs. His students have gone onto do impressive brief work for brands such as Mattel, Old Spice, Unilever, and Tyson. In recognition of his commitment to teaching excellence Dr.Rucker has won both the Sidney Levy Teaching Award and the Top ElectiveProfessor Award. In addition to his work in the classroom, Dr. Rucker isa co-instructor of the annual Kellogg Super Bowl Advertising Review. |
| Publication Date | 18 August 2021 |
| Number of Pages | 150 pages |
The Creative Brief Blueprint: Crafting Strategy That Generates More Effective Advertising
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