ADV 318J Lecture Notes - Lecture 9: Tbwa Worldwide, Lee Clow, A.D. Vision
Document Summary
It is visible, keeps it fresh, and connects with consumers. Zune ad vs. ipod ad: breaking through clutter. Creativity arises from integrating seemingly unrelated concepts; novel connections . It"s broad: creativity comes in many forms across all walks of life: way of approaching the world, a method of problem solving. Self-confident, assertive, childlike, unconventional, hardworking, independent, outsiders, internally-driven, risk takers, tolerant towards ambiguity, self-promo. *when thinking about creativity, be careful not to oversimplify. We are all capable of both types of thinking (right v. left brain)* People get stuck in patterns of thinking and never get out of them: steve jobs quote. *creative efforts don"t exist in vacuums: always serve specific client objectives* Adv is an art and a disciplined solution to comm problem. Creative idea is both original and right for the brand. Ibp is a social process that involves constant negotiation.
