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The A-Z of Visual Ideas by John Ingledew

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Strategies for solving a creative brief

In commercial creative work you are paid to find ways to communicate successfully with people. Your job is to ensure that your client’s target audience ‘gets the message’ you’ve been employed to send.

Adman Raymond Chin said: ‘The hardest thing is coming up with ideas in a pressure situation.’ This book aims to help you do just this by discussing numerous sources of ideas and inspiration and, in this section, outlining actions to take at every stage of commercial creativity.

The process of communicating on behalf of a client and strategies for solving a brief can be broken down into 16 stages.

Writer and professor of philosophy A.C. Grayling encapsulated the skills needed to communicate when he wrote: ...

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