Intro lecture to course I teach at BU on fundamentals of creative for advertising.
NOTE THAT THIS VERSION INCLUDES A FEW SPEAKER NOTES TO MAKE SENSE OF SOME SLIDES THAT ARE OTHERWISE BLIND. WILL LEAVE BOTH UP SINCE PEOPLE ALREADY DOWNLOADED OTHER.
How to Grow an Ad Agency: A Story of Vision, Culture, Reinventionedward boches
Talk given to Magnet, a community of the world's most successful, independent advertising and marketing agencies on how Mullen grew from a small, regional boutique to an integrated, global, progressive advertising agency. A story about vision, culture and reinvention.
Creative Brief for Fundamentals of Creative Development. Longer and more thorough then some briefs should be, but intended to get students to think about purpose, objectives and desired outcome of advertising or digital initiatives.
Fast isn't fast enough. (an e-book written and created in three hours)edward boches
Welcome to the second annual “We Wrote a Book in Three
Hours” exercise. To test their creativity, content generating
prowess, collaborative skills and ability to think fast, I asked
students in Strategic Creative Development (a course at Boston
University’s College of Communication) to conceive, write,
sketch and produce this little ebook in three hours. Give or
take a couple of minutes. They had no idea where it would
take them or how they would get there. But here it is. Some
thoughts about who they are as a generation, how they’ve
embraced the age of digital disruption and what it means as
they exit their college years and enter
Creative Brief - Kit Kat Valentine Campaign 2017William Do
November 2016
Valentine is a marketing and sales opportunity for every brand. Valentine is actually the biggest campaign for Kit Kat Vietnam. Thus, the brand focus will be on raising awareness and driving engagement among the youth. Valentine is the perfect opportunity to create a deeper emotional bond with the targeted audience
The Creative Brief aims to directions for an off/online IMC campaign for the Vietnamese youth.
Please if you have any questions or would like to request a presentation, feel free to contact me.
email: wd.williamdo@gmail.com
skype: do.william
How to Grow an Ad Agency: A Story of Vision, Culture, Reinventionedward boches
Talk given to Magnet, a community of the world's most successful, independent advertising and marketing agencies on how Mullen grew from a small, regional boutique to an integrated, global, progressive advertising agency. A story about vision, culture and reinvention.
Creative Brief for Fundamentals of Creative Development. Longer and more thorough then some briefs should be, but intended to get students to think about purpose, objectives and desired outcome of advertising or digital initiatives.
Fast isn't fast enough. (an e-book written and created in three hours)edward boches
Welcome to the second annual “We Wrote a Book in Three
Hours” exercise. To test their creativity, content generating
prowess, collaborative skills and ability to think fast, I asked
students in Strategic Creative Development (a course at Boston
University’s College of Communication) to conceive, write,
sketch and produce this little ebook in three hours. Give or
take a couple of minutes. They had no idea where it would
take them or how they would get there. But here it is. Some
thoughts about who they are as a generation, how they’ve
embraced the age of digital disruption and what it means as
they exit their college years and enter
Creative Brief - Kit Kat Valentine Campaign 2017William Do
November 2016
Valentine is a marketing and sales opportunity for every brand. Valentine is actually the biggest campaign for Kit Kat Vietnam. Thus, the brand focus will be on raising awareness and driving engagement among the youth. Valentine is the perfect opportunity to create a deeper emotional bond with the targeted audience
The Creative Brief aims to directions for an off/online IMC campaign for the Vietnamese youth.
Please if you have any questions or would like to request a presentation, feel free to contact me.
email: wd.williamdo@gmail.com
skype: do.william
Lecture I am giving to an introductory creative class. I think it's a good thing to learn some history and have a frame of reference about how we got where we are today. This frames up the Big Idea from the days of Ogilvy and Lois to how creative ideas have and need to evolve.
Content marketing is all the rage. In a distracted world, where consumers are bombarded with advertising and overwhelmed by media and device choices, brands are searching for a new ways to connect—ideally over the long term. And many marketers are turning to content with varying degrees of success.
What does it mean for a brand to engage in content? What, exactly, is content anyway? What value is it to brands? Do brands have the right to compete against publishing companies? How do brands know whether or not their content is driving business results?
This whitepaper will touch on all of these topics. But, if there’s one thing to remember, one cardinal rule for brands to follow when starting a content marketing program it is this:
Content is often categorized as art or commodity, but for marketers, that misses the point. First and foremost, it needs to be thought of as a tool for driving discovery, engagement and trial. And, like all tools it has a purpose—to provide value to the consumer. On that score, content can always be optimized to provide ever more consumer value, which translates into ever more brand value.
Written by Craig J. Heimbuch—award-winning journalist and author, best-selling ghostwriter and Senior Content Strategist at Barefoot Proximity—this whitepaper provides a framework for brands looking to stand out by creating lasting, even lifelong relationships with consumers via content.
From gold lamé to vin rosé, Cannes is a special place indeed.
It’s home to the world’s largest and most revered awards festival for the best creative work in Film, Creative Effectiveness, and more.
The week’s content includes seminars, forums and workshops presented by creative leadership from around the world — both from inside and outside the marketing industry.
We learned of brand experience examples such as the Google Creative Sandbox and the Ipsos Ladies Lounge provided insight and inspiration in a relaxed environment.
Oh — and of course — there was legendary partying in true industry style.
How i judge advertising - CLB củ khoai tây Thanh Lâm Trần
Chúng tôi mời 3 khách mời: 2 Planners- Lâm Trần và Cường Nguyễn và 1 Creative- Thành Ngô đến chia sẻ quan điểm: "Tôi đánh giá quảng cáo như thế nào?" Một buổi offline thành công với rất nhiều bài học hữu ích.
We invited 2 Planners- Lam Tran & Cuong Nguyen, and 1 Creative- Thanh Ngo to come and share how they judge/ evaluate advertising work. Brilliant offline event with so much to learn!
...
bởi CLB những chiến lược gia củ khoai tây
https://www.facebook.com/groups/chienluocgiacukhoaitay
Everyone needs to come back stronger. Marketing and marketing budgets will be challenged or removed, here are a number of actionable ways to put your brand front and centre to drive business change for short and long term success.
Idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profits are supported by sustainable idealism. Brand owners should not have to choose between idealism and profit, and profits based on a degree of idealism are more likely to be strong and sustainable over time. Businesses have come to recognize this and want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companies’ resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. Ogilvy has developed The big ideaL process to convey the ethos of the brand or company to people from different cultures and to employees and consumers alike.
Presentation to first year students of Columbia University's GSB on February 18, 2008 that covers some common advertising pitfalls, brand building principles, and ESPN case studies. Make sure you click the middle of the slides for hyperlinks to videos. (Mostly in full image slides)
We all loved the goldiblox "Girls" parody. Here's a quick framework i used to explain to some marketers why i thought it was great. The goal of the presentation was to create a framework for understanding why this worked and what we as marketers can learn from it.
The Creative Development Process: From Idea to ExecutionBMA Carolinas
Peggy Brookhouse, President/Partner at Luquire George Andrews, presents "The Creative Development Process: From Idea to Execution" at the BMA Carolinas Connect2Education B2B Marketing Workship
Lecture 3 in the Caledonian University class COMU346, Games Design 2.
This lecture covers the use of colour in games and also looks at some of the the theory behind colour design.
Fundmentals of Creative Development Lecture 4edward boches
Lecture on Ideas that Do and the creative criteria that help define these approaches vs message based ads. Used in teaching at BU, College of Communication.
Lecture I am giving to an introductory creative class. I think it's a good thing to learn some history and have a frame of reference about how we got where we are today. This frames up the Big Idea from the days of Ogilvy and Lois to how creative ideas have and need to evolve.
Content marketing is all the rage. In a distracted world, where consumers are bombarded with advertising and overwhelmed by media and device choices, brands are searching for a new ways to connect—ideally over the long term. And many marketers are turning to content with varying degrees of success.
What does it mean for a brand to engage in content? What, exactly, is content anyway? What value is it to brands? Do brands have the right to compete against publishing companies? How do brands know whether or not their content is driving business results?
This whitepaper will touch on all of these topics. But, if there’s one thing to remember, one cardinal rule for brands to follow when starting a content marketing program it is this:
Content is often categorized as art or commodity, but for marketers, that misses the point. First and foremost, it needs to be thought of as a tool for driving discovery, engagement and trial. And, like all tools it has a purpose—to provide value to the consumer. On that score, content can always be optimized to provide ever more consumer value, which translates into ever more brand value.
Written by Craig J. Heimbuch—award-winning journalist and author, best-selling ghostwriter and Senior Content Strategist at Barefoot Proximity—this whitepaper provides a framework for brands looking to stand out by creating lasting, even lifelong relationships with consumers via content.
From gold lamé to vin rosé, Cannes is a special place indeed.
It’s home to the world’s largest and most revered awards festival for the best creative work in Film, Creative Effectiveness, and more.
The week’s content includes seminars, forums and workshops presented by creative leadership from around the world — both from inside and outside the marketing industry.
We learned of brand experience examples such as the Google Creative Sandbox and the Ipsos Ladies Lounge provided insight and inspiration in a relaxed environment.
Oh — and of course — there was legendary partying in true industry style.
How i judge advertising - CLB củ khoai tây Thanh Lâm Trần
Chúng tôi mời 3 khách mời: 2 Planners- Lâm Trần và Cường Nguyễn và 1 Creative- Thành Ngô đến chia sẻ quan điểm: "Tôi đánh giá quảng cáo như thế nào?" Một buổi offline thành công với rất nhiều bài học hữu ích.
We invited 2 Planners- Lam Tran & Cuong Nguyen, and 1 Creative- Thanh Ngo to come and share how they judge/ evaluate advertising work. Brilliant offline event with so much to learn!
...
bởi CLB những chiến lược gia củ khoai tây
https://www.facebook.com/groups/chienluocgiacukhoaitay
Everyone needs to come back stronger. Marketing and marketing budgets will be challenged or removed, here are a number of actionable ways to put your brand front and centre to drive business change for short and long term success.
Idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profits are supported by sustainable idealism. Brand owners should not have to choose between idealism and profit, and profits based on a degree of idealism are more likely to be strong and sustainable over time. Businesses have come to recognize this and want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companies’ resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. Ogilvy has developed The big ideaL process to convey the ethos of the brand or company to people from different cultures and to employees and consumers alike.
Presentation to first year students of Columbia University's GSB on February 18, 2008 that covers some common advertising pitfalls, brand building principles, and ESPN case studies. Make sure you click the middle of the slides for hyperlinks to videos. (Mostly in full image slides)
We all loved the goldiblox "Girls" parody. Here's a quick framework i used to explain to some marketers why i thought it was great. The goal of the presentation was to create a framework for understanding why this worked and what we as marketers can learn from it.
The Creative Development Process: From Idea to ExecutionBMA Carolinas
Peggy Brookhouse, President/Partner at Luquire George Andrews, presents "The Creative Development Process: From Idea to Execution" at the BMA Carolinas Connect2Education B2B Marketing Workship
Lecture 3 in the Caledonian University class COMU346, Games Design 2.
This lecture covers the use of colour in games and also looks at some of the the theory behind colour design.
Fundmentals of Creative Development Lecture 4edward boches
Lecture on Ideas that Do and the creative criteria that help define these approaches vs message based ads. Used in teaching at BU, College of Communication.
We partner with Foundations and Nonprofits
...to create new sources of revenue/earned income through the generation of new services and products and the growth of existing services and products within nonprofits.
Think Creative provides new answers to the fundamental questions that any nonprofit needs to accurately answer.
We create actionable roadmaps for business growth by leveraging a nonprofit’s customer’s “Insight” that we develop through a suite of signature tools including, “Design thinking,” work sessions with the Executive Director, the Board, Staff and the nonprofit’s customers, and other stakeholders.
Advertising Course Georges Najm USEK School of BusinessGeorges Najm
Advertising is an “Ideas” industry, which allows marketers and brand custodians to create, position, or reposition their brands. It is a considerable part of most of modern companies, corporations, and brands, being the most visible and immediate point of communication between them and their customers / audiences.
Advertising is also a business, but not any kind of business. It is a business full of excitement, fascination, and fun. Today, it constitutes a respected, strategic, and profitable industry. This course is designed to introduce students to Advertising, while aiming to provide firm grounding on its fundamentals. It will expose the links between media, society, advertising, and business. It thoroughly investigates the foundations of advertising and checks its main processes in action, based on true business / media / communication problematic.
The course also explores the business aspects of advertising through a global industry overview, the business transactions organizations, with illustrations of advertisers and advertising agencies. Finally, the course focuses on market realities in order to allow the students to have a practical link with the business life and to bridge the gap between the theoretical aspect and the professional side of Advertising.
LEARNING OUTCOMES & COURSE OBJECTIVES
This course explains the basic principles, functioning and processes of Advertising. It treats, investigates, and answers the following questions, crucial in the lives of successful businesses and corporations:
• What exactly is Advertising?
• Where is it situated vis-à-vis: the Business, the Marketing Mix, the Communication Mix, the Corporate Communication Wheel
• What is Advertising place and weight in company’s IMC?
• What are the financial considerations if Advertising?
• Why is Advertising so important for successful brands?
• Why and how do companies use Advertising?
• What are the Advertising’s main functioning principles, methods, and practices?
This course also allows the students, as future marketers who will be ultimately called to manage and control
Companies’/brands/clients’ marketing communication budgets, to:
• Define the key terms in the Advertising environment.
• Identify and explore the tools available to lead Advertising campaigns with.
• Explore the basics of Advertising media planning.
• Be able to conduct a proper creative briefing.
• Be able to define and lead an advertising strategy.
• Be able to lead a basic advertising campaign.
Building Business Cases for Sales TrainingCSO Insights
Improving the performance of the sales teams you already have is a strategic way to optimize your performance in 2016. View the complete presentation from Jim Dickie's recent webinar to learn more about the latest insights from CSO Insights research.
The Development of Social Relations - Fundamentals of Psychology 2 - Lecture 3Simon Bignell
The Development of Social Relations - Fundamentals of Psychology 2 - Lecture 3.
The views expressed in this presentation are those of the individual Simon Bignell and not University of Derby.
Innovation by Design exhibition catalogLiquid Agency
At Liquid Agency we're interested in the potential of design to improve the human condition, and we appreciate innovations that offer us new and better ways to interact with the world and with each other. The recent "Innovation by Design" exhibition at Liquid Space PDX, our experimental gallery in Portland, features a collection of diverse products that challenge the status quo in the worlds of furniture, art, apparel, medical devices, toys, typography, photography, jewelry and more. We hope you'll get a chance to stop by and see it, but in case you can't, this is a digital version of the exhibition.
Veryday academy masterclass service design oct 6 2014Madlene Lindström
This is Veryday’s take on creating value with service design as it was shared at a masterclass in connection with the Service Design Conference in Stockholm, October 2014.
Creating value originates in taking all perspectives (meaning the internal stakeholders, the brand, the organization and the end customer etc) into account, putting the end customer in focus. By being empathic to people, going from detailed to holistic thinking and prototyping the visions and ideas, we can create valuable and meaningful services.
At Veryday we have developed Fabric as our collaborative, modular, interconnected and iterative way of working to systematically design for experiences.
What Marketers Can Learn From the GoldiBlox "Girls" Parodyjimbler
We all loved the goldiblox "Girls" parody. Here's a quick framework i used to explain to some marketers why i thought it was great. The goal of the presentation was to create a framework for understanding why this worked and what we as marketers can learn from it.
Want to know how to promote yourself? Stop promoting yourself. Start promoting what people find interesting and amazing. Only by doing so will you succeed in promoting yourself, your business, or your passion.
Tweens are a very complex group! Do you know what they care about most? The first step is to know your tween audience. Stay engaged with their likes and dislikes which will give them the opportunity to fall in love with YOUR brand. Unlock the passion of tweens, teens, and young adults through cohesive solutions that emotionally connect, inspire, and positively change behaviors. Lastly, don't forget about the parents! Simultaneously connect with parents because although tweens are driving demand, they aren't driving themselves anywhere.
How can you make tweens a part of your brand?
As brands get even deeper into content marketing, further improvements and challenges emerge. Here were some of the more interesting themes around content at this year's SXSW: Timing, Design, Commerce, and Privacy.
BBDO Connect - The Importance of Storytelling When Building Your BrandBBDO Belgium
Most brands offer products or services comparable to what most competitors offer. Now every brand has landed a Facebook page, merely having one is no longer enough to differentiate. Having a great page still is. Great pages are mostly the work of great brands. Typical for great brands? Great content, great stories! With a focus on content and storytelling, every brand - big or small, love brand or a brand - can learn how to really differentiate. Come and discover how.
Back To The Future: Taking Your Content Marketing Up To 88!Rubicon Project
Content marketers, now more than ever, have access to a plethora of new content platforms and techniques from clever GoPro videos to interesting Instagram memes, Snowfall-esque brand journalism, an unlikely Yo app and beyond. But instead of reinventing the wheel and innovating on the latest and great trend, what if you took your marketing back to the future? Ben Plomion, VP Marketing at Chango, will take you through a wild ride, spanning 100 years of content marketing to demonstrate how even the oldest content marketing formats and distribution are starting to make a big ripples in the new digital age.
Brand Orbits - A New Language for Marketing in a Non-Linear WorldMark Bonchek
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The Thread Summit Keynote Speaker Shawn Amos, Founder & CEO (Freshwire) "Cont...Anne M. McCarthy
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Fundamentals of Creative Development: An Introductory Lecture (2 and 3)
1. 2/28
Fundamentals of
Creative Development
Emphasis is on creative, there are a lot of aspects to advertising: client, product, research, strategy, media, but all that the
consumer really notices is the creative
2. As consumers, we know the work, but not the thinking behind it. Not the story that Apple has nothing to say and no products to
talk about.
3. Do you know the case study and strategy behind this campaign’s national launch?
No. But you know the ads. And maybe they got you to try the product. Or maybe you’re the Skittles generation. “Be quirky target
socially active, urban educated type vs problem to be solved.” Breathsavers, Tic Tac, and Certs owned the market. Altoids a small
player. This creative approach was strategic first. But the viewer doesn’t know that.
4. Why did Jet Blue move from talking about the specific features (no one cared) and turn to a deprivation approach? The creators
know. You have to understand the marketing objectives, audience, consumer, competition, distribution, strategy, and finally THE
ELEMENTS OF ADVERTISING CREATIVE before you can generate creative solutions.
5. Why do we advertise?
Let’s start here: Answer this question. Why?
6. What did Shackleton want. Why was this ad successful. Product? Benefit? Type of person? Motivation? Relevance.
7. To call people to action
All advertising in one way or another has action as its purpose.
8. know, consider, buy, like, share, interact,
go, change, believe, vote, try, click
Though action can mean or be many things.
9. What is the role of creativity?
The simple role of creativity?
11. MB wants you to buy, or consider its vans because of the flexible seat configuration. A powerful reason conveyed creatively. We
advertising to introduce a new feature as it may be a compelling reason to buy.
12. Samsonite wants you to buy its suitcase because of its durability. We advertise to convey a product attribute: action? Brand
preference. Awareness. Consideration. Trigger at point of purchase.
13. The Economist wants you to read its magazine because it will make you more successful. We advertise to express superiority or
make a brand a club you want to join. Action? Read.
14. Wonderbra wants you to buy its product because it makes you look better. We advertise to sell the benefits of a product, even if
they are exaggerated. And we might do it to parody or leverage pop culture, in this case advertising. Action?
21. Benetton wants you to shop there because of their beliefs. We advertising to share a belief we hope will connect with our
audience and motivate participation and brand preference, or simply feeling good about the brand.
22. ‘
fag.got (fag t) 1. there was
e
a time when the word “faggot”
meant a bundle of sticks. but
then people started using it
in an insulting, offensive way
and things changed. so when
you say things like “homo,”
“dyke” and “that’s so gay” try-
ing to be funny, remember,
you may actually be hurting
someone. 2. so please, knock
it off. 3. get more information
at ThinkB4YouSpeak.com
The Gay Lesbian Straight Education Network wants you to stop using offensive language. We advertise to affect behavioral
change and get people to think and act different.
24. ‘
fag.got (fag t) 1. there was
e
a time when the word “faggot”
meant a bundle of sticks. but
then people started using it
in an insulting, offensive way
and things changed. so when
you say things like “homo,”
“dyke” and “that’s so gay” try-
ing to be funny, remember,
you may actually be hurting
someone. 2. so please, knock
it off. 3. get more information
at ThinkB4YouSpeak.com
25. Demonstrates
Conveys benefit
‘
fag.got (fag t) 1. there was
e
a time when the word “faggot”
meant a bundle of sticks. but
then people started using it
in an insulting, offensive way
and things changed. so when
you say things like “homo,”
“dyke” and “that’s so gay” try-
ing to be funny, remember,
you may actually be hurting
someone. 2. so please, knock
it off. 3. get more information
at ThinkB4YouSpeak.com
Informs Expresses beliefs Educates
48. Advertising interrupts an interesting story
with a less interesting story.
Daniel Stein
A great quote from a smart agency CEO.
49. Why is so much of it so bad? A lot of reasons why. But one reason is it is freaking hard to make great work. You will discover that
to do stuff that is really fresh, original, relevant, that leverages current media and consumer behavior, that actually matters, is
time consuming, challenging, and frustrating.
50. Good advertising can tell you what a
product does and why you should buy it.
What does most advertising do? Well this is its purpose.
51. Not bad. Tells you their espresso is less than Starbucks.
52. Was all over the Olympics. Under 400 calories. We now know that McDonald’s has food under 400 calories. Reason to buy?
53. But only great advertising entices you to
seek it out, pass it on, and actually care.
54. But when it is magical and inspirational, you want it. Interestingly, the best ad of the year was not done by an ad agency.
CAA.
55. We aspire to making great advertising.
Even if it takes a long time to get there.
Don’t settle for less.
57. A quick history lesson.
It’s good to know something about the past.
58. Once upon a time we could get away
with crap.
There were few media outlets, less competition and consumers had to endure messages to enjoy any content. (A little of this
goes on today, too.P
63. Post WWII, more competition, choices,
imports, options. Creativity became a
competitive advantage.
The environment changed after WWII. The industrial revolution in full swing.
64. Bill Bernbach, still the most influential creative in the history of the industry. His writings remain relevant today.
65. Bill Bernbach and the creative revolution
changed the face of advertising.
Bernbach and his agency DDB changed everything.
70. Skip over web 1.0, all about being accessible, to web 2.0. Web 2.0 is a concept that takes the network as a platform for
information sharing, interoperability, user-centered design,[1] and collaboration on the World Wide Web. A Web 2.0 site allows
users to interact and collaborate with each other in a social media dialogue as creators (prosumers) of user-generated content in
a virtual community, in contrast to websites where users (consumers) are limited to the passive viewing of content that was
created for them. Examples of Web 2.0 include social networking sites, blogs, wikis, video sharing sites, hosted services, web
applications, mashups and folksonomies.
72. Data is one way to market successfully. We know so much about the user we can structure different prices for them, especially
online.
73. Creative
I think yes. Even if the consumer is less in control than he or she thinks....
74. Technologist, social specialist, utility,
owned media, earned attention.
We can earn attention, participation, loyalty and employ the consumer to help spread the word.
93. What are the skills we need?
We need skills, too. Beyond pure, raw creative talent, which by the way can be developed. You are born creative, after all.
94. Ability to simplify
Write clearly
Art and copy
Design
Tell stories
Invent
Break free from convention
Execute
96. A/1
What is great?
What is a good ad. Develop taste and judgment. Ability to differentiate good from bad, great from good. On target from magical
and worthy of telling everyone.
97. A/1
What is great?
Purpose:
To help you develop your taste and judgement as to what is great creative.
Find one ad that you consider creatively great and one that you think is terrible. They can be magazine ads, billboards (photograph it), online ads,
posters. Don't use TV for this exercise. Capture them somehow (digitally or torn out).
Prepare to discuss what makes it great or not. What works, what doesn't. Think about what is creative. There are no right answers. This is your
opinion.
Evaluation:
Ability to express yourself and argue in favor of your position.
What is a good ad. Develop taste and judgment. Ability to differentiate good from bad, great from good. On target from magical
and worthy of telling everyone. You may have done similar exercises in Intro, but now we are focusing exclusively on creativity
and what makes something creative. Objective? Yes. But there are agreed upon standards. If you look at award show books and
work that gets talked about, it is often, not always, but often the same.