Author Description

In this fascinating account of some of the world's most successful recent advertising campaigns, Nicholas Ind unearths the magic ingredients that make a campaign both inspired and commercially successful. Drawing on in-depth interviews with key advertising personnel and their clients throughout Europe and the USA, Nicholas Ind provides a privileged insight into the creation of each campaign by showing how objectives and approaches changed as the final campaign began to take shape. Whether the task is to build a brand, change public attitudes or create a new market segment, the painstaking planning and execution of a successful campaign, as the author clearly shows, is immensely important. The broad range of well-known products and services examined in Great Advertising Campaigns gives a unique and varied view of how both creativity and business objectives can combine to achieve excellent results.