As the world of marketing communications has become More tactically complex, the Strategy behind the work has suffered.
Trained as a social psychologist, his academic research interests and pursuits focus broa.
Derek Rucker holds the Sandy & Morton Goldman Professorship of Entrepreneurial Studies in Marketing at the Kellogg School of Management.
Dr.
He also led brand Strategy and campaign development for clients including Nestlé, Unilever, and Mars/Wrigley.
Kevin spent significant time working in digital and traditional Advertising at agencies such as marchFIRST, JWT, and BBDO.
Over this time he developed and launched multiple products, repositioned and developed new campaigns, and led all activities related to planning and running the business.
Prior to SapientRazorfish, he spent seven years in brand management with Tyson/Hillshire Brands/Sara Lee leading businesses including Jimmy Dean, Ball Park, and Hillshire Farm.
He advised senior Fortune 500 clients on how to best leverage digital platforms to create value, from marketing strategies to digital transformation road maps to the creation of entirely new businesses.
His work focused on driving value for clients in the digital age.
Before his full-time appointment at Kellogg, Kevin led the Strategy and consulting practice in the central region of the US for global digital agency SapientRazorfish.
He has written or evaluated hundreds of Creative briefs for everything from social media for a children\'s hospital to Super Bowl ads for consumer-packaged goods.
His career spans More than twenty years in teaching, consulting, brand management, and advertising.
About author(s): Kevin McTigue is a clinical associate professor of marketing at Northwestern University\'s Kellogg School of Management teaching multiple classes for the MBA program and executive education, where he is a two-time winner of the Core Course Teaching Award.
This book gives readers the tools they need to achieve meaningful improvement in their communications now and in the future.
Tactics will continue to evolve at a rapid pace, but the need for sound Strategy is present now More than ever.
In each chapter, the authors explain a particular part of the brief, review the value of the Brief element to both clients and agencies, identify why brands fail and how to succeed, and answer common queries with regard to myths, misconceptions, and other questions.
This Strategy is brought to life via a concise and precise Creative Brief That acts as the blueprint for Creative work.
In the Creative Brief Blueprint, Kevin McTigue and Derek Rucker merge decades of academic insights and practical experience to offer an approachable and actionable guide to Crafting successful communications strategy.
This book seeks to break the cycle of inEffective Strategy and Creative and help brands steer their marketing communications towards meaningful results and success.
This book is designed to give readers the tools they need to achieve meaningful improvement in their communications now and in the future.
A vicious cycle is upon us where brands are spending large sums of money to learn That the Advertising was ineffective; rather than fix the problems, they simply repeat--we are in our very own version of Groundhog\'s Day.
And, as brands continue to recognize the value of clear marketing communications, the client-agency relationship has continued to deteriorate.
As brands have become able to produce spots More effectively, they\'re seeing More rounds of development That increase costs.
As brands are able to test More efficiently, they are witnessing less Effective and even inEffective advertising.
Rather, as technology has improved, people have become better at learning just how bad they are.
The problem is people aren\'t good at it.
You would think people would be good at this by now.
Humanity has been creating marketing communications for over 8000 years.
Neither you nor the target like to look at them either.
They end up costing precious time and money.
They don\'t achieve the results That the company desires.
Most ads aren\'t good.
As the world of marketing communications has become More tactically complex, the Strategy behind the work has suffered
