ABSTRACT
The step-by-step approach will go beyond broad theoretical discussions on copy and design. Instead this combined look will dissect the “creative” process down into individualized and detailed discussions both creatives and non-creatives alike can both understand, and employ. The problem-solving discussions will break down copy and design, beginning with strategic conceptual development, moving through the creation process with all its diverse options and steps, and dissecting the often dreaded approval process. Understanding what makes a great idea and what to look for when studying creative can be helpful when trying to decide how to promote your own business, developing ads, or constructing a portfolio. Creative is a fantastical journey into the unknown, and few knew its ins and outs better than William Bernbach who wrote, “Let us blaze new trails. Let us prove to the world that good taste, good art and good writing can be good selling”.
