The Advertising Concept Book is entirely written around one of the industry’s most fundamental principles: the idea comes before the execution.
In an age of increasing time pressures and decreasing budgets, it’s a lesson that is often ignored. So it bares repeating: “think now, design later”.
Aimed at students the book covers all areas of creative development. From generating concepts to writing taglines Pete Barry manages to distill a complex field into a simple set of guiding rules.
Buy a copy here.