"More than just a nice-to-look-at, easy-to-flip-through book...Pricken has loftier goals―namely, to transform readers into top creatives by introducing them to a variety of techniques and ideas."―Adweek Unraveling the creative process behind some of the most effective campaigns of recent years, Mario Pricken showcases over two hundred examples of international advertising from a wide range of media, including magazines, billboards, television, movies, and the Internet. Each chapter highlights different practical methods for creating innovative and unforgettable ads, with award-winning work from some of the most influential names in the industry. This second edition includes a completely revised and updated introductory chapter plus dozens of new examples that demonstrate a fascinating range of approaches. 450+ illustrations, 280 in color

Creative Advertising, New Edition

Business & Money

Pricken, Mario

Marketing & Sales

Thames&Hudson

Creative Advertising: Ideas and Techniques from the World's Best Campaigns

Highlighted by more than five hundred full-color illustrations, this entertaining and informative overview of international advertising celebrates some of the most original and effective ad campaigns--and the creative processes behind them--developed for a wide range of media over the last few years.

Arts & Photography

Graphic Design

Inspirational ideas for advertising, animation, and digital design from a leading creative director.
Mario Pricken's previous book, Creative Advertising, sparked the imaginations of countless advertising, marketing, media, and design professionals. Now Visual Creativity goes one step further.
This practical guide is filled with tips and techniques specifically designed to create whole new worlds of visual ideas. Creatives from the fields of advertising, film, photography, computer animation, and game development will find a wealth of exercises and methods to help them hone their creative capabilities, produce inspirational campaigns, and move in new directions. Interviews with leading names in the industry such as Ben Snow, Daniel Kleinman, and Volker Engel give an insider's perspective on the sources and strategies of visual creativity, while their methods are vividly illustrated with hundreds of full-color images. Over 750 color illustrations

Visual Creativity

History & Criticism

Key creative strategies behind the world’s greatest campaigns for anyone working in advertising, marketing, design, and communication. Advertising concepts and ideas are an endlessly renewable resource, but they need careful nurturing in order to reach their full potential. However, with the right approach to creativity, any ad agency or marketing department can become an idea factory that produces great work, time and time again. This book showcases 230 campaigns from all over the world, ranging from print ads and product designs to virals and installations. Mario Pricken identifies the keys to their success and demonstrates how brilliant ideas can be used to forge more fruitful relationships between creatives and clients. He also asks provocative questions, challenges stale routines, and suggests exercises that will stimulate discussion and fire the imagination. Creative thinking is more than just the basis of a finished ad: it can bring together a world-class creative team and promote an inspirational and efficient workplace. From client briefs to office spaces, this book explores the strategies that turn an agency into a creative powerhouse, and demonstrates that it’s only when people are not afraid to make mistakes or think beyond the everyday that innovation can truly flourish. 500+ color illustrations

Creative Strategies: Idea Management for Marketing, Advertising, Media and Design

CLOU: Strategisches Ideenmanagement in Marketing, Werbung, Medien und Design: Wie innovative Ideenschmieden die Alchemie der Kreativität nutzen

Schmidt Hermann Verlag

Ausgezeichnet mit dem Award of Excellence beim International Creative Media Award 2014. Mario Pricken hat mehr als 300 Produkte, Objekte und Ereignisse ber deren gesamten Lebenszyklus hinweg sorgfltig analysiert, um in seinem neuen Buch erstmals jene Muster offenzulegen, die Dinge besonders wertvoll machen. Dabei hat er 80 Parameter identifiziert, die sich zum Beispiel in den Biografien wertvoller Autos, Uhren, Genussmittel, Designermbel, Kunstwerke oder Dienstleistungen wiederfinden - etwa Elemente der Einzigartigkeit, der Verknappung, der Wirkung von Zeit oder inszenierter bergaben. Zudem bietet das Buch einen umfassenden Fragenkatalog als Trigger fr eigene Ideen, um Produkten jene Aura zu verleihen, die Begehren auslst. "Die Aura des Wertvollen" ist gleichzeitig ein Innovationsbuch fr kreative Vordenker aus Produktentwicklung, Marketing, Design, Events oder der Kunst sowie Lesestoff fr diejenigen unter uns, die wertvolle Dinge schtzen und verstehen wollen, was diese Produkte zu etwas Besonderem macht. Es zielt auf Intuition und Verstand, ist zugleich inspirierend und unterhaltsam und bietet uns eine vllig neue Perspektive auf das Erschaffen, Vermarkten und den Erwerb besonders begehrter Produkte. Dieser Reisebegleiter durch die Welt wertvoller Produkte und Objekte - ffnet anhand von Beispielen aus Wirtschaft, Kunst und Religion sowie vielen Illustrationen den Blick fr die grundlegenden Parameter, die unabhngig von Branchen, Produktgruppen, Zeiterscheinungen oder Kulturen Wert erzeugen und Produkte "glnzen" lassen. - lsst sich als Analysewerkzeug nutzen, um die "Wert-DNA" von Produkten einfach und schnell zu bestimmen. - ldt mit mehr als 300 Trigger-Fragen dazu ein, neue Ideen zu entwickeln, um Produkte mit Wert aufzuladen. - weist Profis mit dem 4D-Innovationsprozess einen klaren Weg zur praktischen Anwendung der Werteparameter.

Die Aura des Wertvollen: Produkte entstehen in Unternehmen, Werte im Kopf. 80 Strategien (German Edition)

Wiley-VCH

For his new book, Mario Pricken has thoroughly analyzed more than 300 products, objects and events over their entire lifecycles in order to reveal, for the first time, the patterns that make things extraordinarily valuable. On the basis of his analysis, he has identified 80 parameters that can be found, for example, in the biographies of exceptional cars, watches, luxury foods, designer furniture, artwork and services - such as the elements of uniqueness, scarcity, the effect of time or magnificently orchestrated transfers of ownership. In addition, the book provides a comprehensive catalog of questions to help us generate our own ideas for giving products that special something which transforms them into objects of desire. "The Essence of Value" is an inspiring book for progressive, creative people involved in product development, marketing, design, events and the arts as well as recommended reading for those who appreciate fine things and want to understand what makes products particularly special and valuable. The book focusses on intuition and understanding, but it also inspires and entertains, offering us an entirely new way of looking at the creation, marketing and purchase of truly desirable products. This travel guide through the world of valuable products and objects - reveals, based on examples from the worlds of business, the arts and religion, and with numerous accompanying illustrations, the fundamental parameters that create value and make products "shine" - can be used as an analytical tool to quickly and easily determine the "value-DNA" of a product - provides over 300 thought-provoking questions to inspire new ideas on how to imbue products with value - shows professionals a clear and practical application of the value parameters.

The Essence of Value: Secrets of Desired Products. 80 Inspiring Strategies for Creative Companies

Economics

Publicis McD Werbeagentur

Publicidad creativa: Ideas y técnicas de las mejores campañas internacionales (Spanish Edition)

Politics & Social Sciences

Social Sciences

Editorial Gustavo Gili, S.L.

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Books by Pricken, Mario