Agency: Starting a Creative Firm in the Age of Digital - download pdf or read online

By Rick Webb

ISBN-10: 1137279869

ISBN-13: 9781137279866

ISBN-10: 1137501227

ISBN-13: 9781137501226

This publication is for younger startups and marketers within the ads, advertising and marketing, and electronic providers house. it really is an A-to-Z consultant for younger ads agencies, choked with suggestion that levels from getting investment to how you can price the corporate and promote it to how you can rent your first worker.

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Additional resources for Agency: Starting a Creative Firm in the Age of Digital Marketing

Example text

Others may be intensely process driven, such as user experience design or software engineering. There may be a facet of creative problem solving that you will want to work concretely into your process, but in general, many of these techniques are best explored at the individual level. Griffin and Morrison’s The Creative Process Illustrated looks extensively at the various creative techniques used by individual practitioners of the various marketing crafts. While some of them are implemented at the company level, many of them are more the personal tricks that an individual can harness.

Within the operations component, he categorized creativity, under the rubric “divergent production,” as the ability to generate multiple solutions to a problem. He also laid out the strategies for creative problem solving. Glenn Griffin and Deborah Morrison in The PROCESS 51 Creative Process Illustrated commented on Guilford’s model that “the ‘operations’ referenced in SI include ‘thinking strategies’ which can be learned and practiced, providing more evidence that people can develop their creative ability if they are motivated to do so.

Actually, we always worked to make our case in the press. We did this because we knew it was vitally important for our company to be known for our good ideas. But honestly, “stealing ideas” is a pretty rare occurrence in the ad industry. I suspect it’s more institutional. The client organization is not, typically, set up to steal ideas. Steal credit? Yes. Outright theft of ideas? Not so much. A person within the client organization who does so may well have a shadow IDEAS 43 cast on their accomplishments with their peers.

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Agency: Starting a Creative Firm in the Age of Digital Marketing by Rick Webb


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