CREATIVE DIRECTION IN A DIGITAL WORLD

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Creative Direction In A Digital World

Author : Adam Harrell
ISBN : 9781351380218
Genre : Business & Economics
File Size : 45.68 MB
Format : PDF, Kindle
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Read : 352

Creative Direction in a Digital World provides designers the tools they need to craft compelling digital experiences across screens, devices and platforms. Readers will learn how to take a multi-disciplinary, human-centered approach to digital creative direction that will help them uncover target audience insights, concept more creative campaigns, change consumer behavior, and create more user friendly digital experiences. Divided into ten chapters. Each focuses on a different key aspect of the creative director's job from start to finish. Learn how to understand the client's biggest challenges and distill insights about the audience into creative strategies. Develop the skills needed to communicate your ideas to a skeptical client. Learn how to more effectively manage your creative team. And most importantly craft digital experiences that get results.
Category: Business & Economics

Creative Disruption

Author : Simon Waldman
ISBN : 9780273760047
Genre : Business & Economics
File Size : 51.28 MB
Format : PDF, Kindle
Download : 376
Read : 1058

There’s been a change in the rules. Digital technologies are having a profound effect on business and industry. They’ve ripped up traditional business models and have created both opportunities and challenges for businesses in the 21st century. What are you going to do? How will you ensure your business not only survives, but thrives on the digital revolution? In Creative Disruption, Simon Waldman shows you how new businesses and new entrepreneurs have emerged, and how they’ve capitalised on the new physics of business. Looking at businesses that have faced these challenges, such as Encyclopaedia Britannica, Kodak, IBM, HMV and the turn around of Apple, he explains why you need to have a strategy and how to make sure you have a sustained process of re-invention. This change isn’t going to be quick and it isn’t going to be easy. But if you want your company to survive, you have no alternative. What is creative disruption? What does it mean for the business world? How is the digital world going to change what you do? In this accessible and highly engaging book, Simon Waldman gives you the stories of what’s worked, and tells the tales of those things that failed. Explaining why this big problem needs big solutions, he’ll show you what your company needs to do, to survive: Transform your core business Find big adjacencies Innovate at the edges Defining the problem is helpful, but, solving it is what counts. Creative Disruption will help you do just that.
Category: Business & Economics

Composition In The Digital World

Author : Robert Raines
ISBN : 9780199357055
Genre : Music
File Size : 34.80 MB
Format : PDF, Kindle
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American composers are at the forefront of a renaissance in concert music, in the process expanding the very definition of the category. The impact of digital technology on the creative process and the unprecedented diversity of contemporary composers are arguably among the catalysts driving the rebirth. In this series of personal interviews with some of the most prominent composers of art music currently working on the American music scene, composer and educator Robert Raines leads the intimate conversations through subjects ranging from the source of inspiration to work habits, the realities of the business of music, and the impact of technology on music and life in the 21st century. The musicians who participated in these conversations are as different from one another as might be imagined, both in styles of music and approaches to life and art, resulting in a series of stories that offer a kaleidoscopic view of the many paths to creativity, yet a common thread that runs through the interviews is the passionate artistic drive that is shared by all. The inspirational stories of struggles and successes, told in the artists' own words and distinctively framed by their individual personalities - humorous, curmudgeonly, serious, serene, and playful by turns - is a delightful and thought-provoking journey full of personal insights, advice, and sharp observations on composing music in a changing, technology-driven world. A loving homage to the artistic spirit, this book is a must-read for students of composition, professors and scholars of music, composers and aspiring composers, and anyone interested in the subjective process of writing music. This rich and entertaining collection provides a unique glimpse into the workings of the creative spirit in the digital age.
Category: Music

Paid Attention

Author : Faris Yakob
ISBN : 9780749473617
Genre : Business & Economics
File Size : 45.5 MB
Format : PDF, ePub, Docs
Download : 237
Read : 1310

As ever, the onus is on brands to find compelling ways to earn the attention of the consumer. Yet content scarcity has given way to overload, fixed channels have dissolved into fluid networks, and audiences have become participants in consumer-driven conversations. This shift requires a new course of action for brands; it demands new marketing imperatives. Paid Attention is a guide to modern advertising ideas: what they are, why they are evolving and how to have them. Spanning communication theory, neuroscience, creativity and innovation, media history, branding and emerging technologies, it explores the strategic creation process and how to package ideas to attract the most attention in the advertising industry. Packed with real-world examples of advertising campaigns for companies including Sony, Red Bull, HP and many more, Paid Attention provides a robust model for influencing human behaviour. Referencing a wide body of theory and praxis, from behavioural economics and sociology to technology and even science fiction, Faris Yakob maps advertising onto a wider analysis of culture. Containing practical advertising and branding templates, including a new advertising planning toolkit, it is ideal for students and practitioners looking to get noticed in today's cluttered marketplace.
Category: Business & Economics

Art Direction Explained At Last

Author : Steven Heller
ISBN : 1856696243
Genre : Design
File Size : 43.60 MB
Format : PDF, ePub, Mobi
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Read : 501

This book is a highly informative, highly entertaining introduction to what art direction is and what art directors do. Written by two of the world's leading experts on the subject, it covers the role of art director in numerous environments, including magazines and newspapers, advertising, corporate identity, museums, and publishing. It also provides an insight into what makes a successful art director, what an art director actually does all day, what makes things go right, and what makes things go wrong. Alongside perspectives on typography, illustration, and photography, there are case studies of successful art direction in different spheres, from McSweeney's to Vier5's web design. The authors have also invited pre-eminent international art directors to interpret their roles in special sections of the book that they have art directed themselves. The result is an impressive, enlightening, and often very funny diversity of perspectives and approaches. Clearly written, including a glossary of handy art director sayings, an "art director test," and more, Art Direction Explained, At Last! will provide students with insights into the world of art direction and professionals with a perceptive overview of their profession.
Category: Design

Integrated Marketing Communication

Author : Jerome M. Juska
ISBN : 9781315526799
Genre : Business & Economics
File Size : 60.53 MB
Format : PDF, Mobi
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This book is an up-to-date resource that shows students how to achieve their marketing objectives through a campaign that coordinates marketing, advertising, and promotion. It provides essential information about planning, implementing, and assessing a comprehensive marketing plan to help students appreciate integrated marketing communications as a business strategy. The author describes the processes and considerations needed to appeal to consumers, identifying how geographic segmentation, timing, competitive environments, and cost contribute to planning. He considers the integration of digital technology, such as social media platforms and mobile apps, and how these can be used for advertising, sales promotion, and public relations. The book’s concise, easy to read explanation of marketing components and their interconnected relationships is solidified by a series of visual summaries as well as examples and useful demonstrations. Students are given the opportunity to prepare their own integrated marketing communication plan based on consumer, product, and market research along with original creative materials and media spreadsheets. Students of marketing communication, advertising and promotion, and digital marketing will love this book’s abbreviated, but thorough format. An interactive companion website rounds out a stellar set of features that encourage quick understanding, participation, and utilization of IMC concepts.
Category: Business & Economics

Inside Art Direction Interviews And Case Studies

Author : Steven Brower
ISBN : 9781472569110
Genre : Design
File Size : 43.23 MB
Format : PDF, Mobi
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For many design students, the expectation is that they will one day reach the top of the ladder within a design studio or corporation and become an art director. But what does this mean and how does a design student get there? What does an art director do? How is it different from being a designer? How does one lead and inspire a team, work with freelance designers, illustrators and photographers? Inside Art Direction answers all these questions for design students and professionals alike. Through interviews with 18 art directors working in a range of different industries from books and magazines to music and film to web and app design, students learn about how they got to where they are, what the art director's job really entails, and receive advice about the future of art direction. In the 28 case studies, illustrators, art directors and editors discuss specific assignments that they worked on, how they came up with ideas and the process of getting to the final result. With practical, hands-on advice, tips and art direction assignments that students can try out, Inside Art Direction provides insights about this fascinating field.
Category: Design

Agency

Author : R. Webb
ISBN : 9781137501226
Genre : Business & Economics
File Size : 84.95 MB
Format : PDF
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This book is for young startups and entrepreneurs in the advertising, marketing, and digital services space. It's an A-to-Z guide for young advertising firms, full of advice that ranges from getting funding to how to value the company and sell it to how to hire your first employee.
Category: Business & Economics

The Fuzzy And The Techie

Author : Scott Hartley
ISBN : 9780544944374
Genre : Business & Economics
File Size : 43.35 MB
Format : PDF
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Financial Times Business Book of the Month Finalist for the 2016 Financial Times/McKinsey Bracken Bower Prize A leading venture capitalist offers surprising revelations on who is going to be driving innovation in the years to come Scott Hartley first heard the terms fuzzy and techie while studying political science at Stanford University. If you majored in the humanities or social sciences, you were a fuzzy. If you majored in the computer sciences, you were a techie. This informal division has quietly found its way into a default assumption that has misled the business world for decades: that it's the techies who drive innovation. But in this brilliantly contrarian book, Hartley reveals the counterintuitive reality of business today: it's actually the fuzzies - not the techies - who are playing the key roles in developing the most creative and successful new business ideas. They are often the ones who understand the life issues that need solving and offer the best approaches for doing so. It is they who are bringing context to code, and ethics to algorithms.They also bring the management and communication skills, the soft skills that are so vital to spurring growth. Hartley looks inside some of today's most dynamic new companies, reveals breakthrough fuzzy-techie collaborations, and explores how such collaborations are at the center of innovation in business, education, and government, and why liberal arts are still relevant in our techie world.
Category: Business & Economics

Designing For The Digital Age

Author : Kim Goodwin
ISBN : 9781118079881
Genre : Computers
File Size : 57.23 MB
Format : PDF, Docs
Download : 849
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Whether you’re designing consumer electronics, medical devices, enterprise Web apps, or new ways to check out at the supermarket, today’s digitally-enabled products and services provide both great opportunities to deliver compelling user experiences and great risks of driving your customers crazy with complicated, confusing technology. Designing successful products and services in the digital age requires a multi-disciplinary team with expertise in interaction design, visual design, industrial design, and other disciplines. It also takes the ability to come up with the big ideas that make a desirable product or service, as well as the skill and perseverance to execute on the thousand small ideas that get your design into the hands of users. It requires expertise in project management, user research, and consensus-building. This comprehensive, full-color volume addresses all of these and more with detailed how-to information, real-life examples, and exercises. Topics include assembling a design team, planning and conducting user research, analyzing your data and turning it into personas, using scenarios to drive requirements definition and design, collaborating in design meetings, evaluating and iterating your design, and documenting finished design in a way that works for engineers and stakeholders alike.
Category: Computers