INTEGRATING CREATIVE: STRATEGY & DESIGN

Catalog description

This class focuses on symphonic thinking in the development of a variety of marketing communication messages based on insights gleaned from primary and secondary research. Students will learn to create and distill a creative strategy from a focused brief, to concept an advertising campaign, to create and evaluate concepts and executions against the strategy and brief, and to maintain continuity of message across disparate media for diverse audiences. In short, in this class you must make the leap from the reasoned logic of developing a strategy to the inexplicable process of creativity. Bring both your right brain and your left brain to class.