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Creative Strategies

Idea Management for Marketing, Advertising, Media and Design

Mario Pricken

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A survey of 230 advertising campaigns from all over the world, from print ads and product designs to virals and installations


Ideas are an endlessly renewable resource, but they need careful nurturing in order to reach their full potential. But with the right approach to creativity, any ad agency or marketing department can become an ideas factory that produces great work, time and time again.

This book showcases 230 amazing advertising campaigns from all over the world, ranging from print ads and product designs to virals and installations. Mario Pricken identifies the keys to their success and demonstrates how brilliant ideas can be used to forge more fruitful relationships between creatives and clients.

From client briefs to office spaces, he explores the strategies that can turn an agency into a creative powerhouse, and demonstrates that it’s only when people are not afraid to make mistakes or to think beyond the everyday that innovation can truly flourish.

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'Perfect for advertising and marketing inspiration'

'A guide for agencies that want to gain - or regain - their mojo when it comes to producing unique, engaging results'
Computer Arts

Product Information

Book Details

Format: Hardback

Size: 26.0 x 22.3 cm

Extent: 312 pp

Publication date: 1 November 2010

ISBN: 9780500515402

Contents List

Introduction • Creative Culture: building a creative environment Creative Team Leading: managing, motivating and resolving conflicts Creative Teams: working productively with others • Creative Briefing: working with clients to establish a brief • Creative Process: moving from the brief to the ad • Creative Spaces: offices and work areas that promote creativity

About the Author

Mario Pricken is a creative director and direct marketing consultant who trains creative teams from advertising agencies and marketing departments.

List of Contributors

Karin Schmidt-Friderichs, Bertram Schmidt-Friderichs

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