Creative 4 Cast: A New Solution for the Future of Advertising

  • 1h 43m
  • Emanuele Nenna
  • LID Publishing Ltd
  • 2012

Advertising has always had a clear objective to promote the sales of a product. The success of an advertising campaign is determined by the success of the client's business/brand. But with the advent of social and digital media and the extraordinary changes in the media landscape in general, advertising companies must reassess their roles and ways of operating in order to continue achieving success for their clients. This book presents a manifesto for the changing face of advertising. But rather than a revolution, this change is more of an evolution. Creative thought has to evolve, creative professionals have to evolve, and therefore advertising agencies, too, have to evolve. Leading advertising practitioner Emanuele Nenna provides ideas and direction for this evolution in this timely and important book for everyone involved in the advertising sector.

About the Author

Emanuele Neena is the co-founder of Now Available, based in Italy, and one of Europe's most innovative advertising agencies. Its clients include MTV, Nestle, and Volkswagen.

In this Book

  • The Starting Point—Once upon a Time, Snowboarding Did Not Exist
  • Revolution or Evolution?—I Won't Keep You on Tenterhooks—It's Evolution
  • Portraits—Portrait of an EACR (Evolved Anachronistic Creative Reactionary)
  • Back to Basics
  • The Two-Person Agency
  • The Planner Trinity
  • The Creative Duo is a Foursome. Plus One
  • The Art Director Today
  • Fresh from the States—The Idea Writer
  • The Attention Planner
  • The Digital Creative Planner
  • The Consumer Turns Brainstormer—The “Creative Consumer”
  • Long Live (Neutral) Advertising!