000			02125nam a22002177a 4500
005			20240208114008.0
008			240208b |||||||| |||| 00| 0 eng d
020			_a9781032137797
082			_a658.4063 _bLAN
100			_aLanda, Robin _914095
245			_aStrategic creativity: _ba business field guide to advertising, branding, and design
260			_bRoutledge _aNew York _c2022
300			_axviii, 175 p.
365			_aGBP _b31.99
500			_a1.Why Strategic Creativity, 2. Thinking Creatively, 3. Strategically Creative Ideas, 4. Strategically Creative Copywriting, 5. Strategically Creative Design, 6. Branding & Art Direction, 7. Diversity, Equity, Inclusion, & Purpose-led Marketing, 8. Building a Culture for Results
520			_aThe secret weapon for business experts to ensure strategically creative results, this is an indispensable field guide to evaluating creative advertising, branding, and design ideas and solutions, and to working with creatives. Strategic Creativity is a fundamental resource that enables business professionals to stand out amongst their colleagues and enhance their ability to communicate the creative "why" throughout their organizations, and it covers what every business expert should fully comprehend about the creative process. To effectively grow a business and reach the right audience or move a brand forward, advertising and branding need to be relevant, engaging, and worth people’s time. This book contains what a CEO, CMO, manager, business owner, or client didn’t learn about the creative side of advertising and design in business school. Featuring insightful conversations with creative experts, this book will earn a place on the desks of executives, leaders, managers, and middle managers across industries, whose work requires them to understand and execute on branding initiatives, advertising campaigns, social media, and other customer-facing content.
650			_aCreative ability in business _915431
650			_aDiffusion of innovations -- Management _915432
650			_aTechnological innovations -- Management _913255
942			_cBK _2ddc
999			_c5828 _d5828