Conceptual Thinking for Advertising Campaigns
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Develop a powerful campaign from start to finish by learning how to think strategically and write captivating copy
Captivating an audience and maintaining their attention is extremely difficult but conceptual thinking offers different alternatives that go beyond traditional media. Copywriter Keenon Daniels specializes in coming up with unconventional ideas that help brands to cut through the clutter and make their messaging interesting. He has won multiple creative awards and worked with clients including Kia Motors and adidas.
In this course, he teaches you how to develop innovative concepts for advertising campaigns. Learn how to think strategically and apply expert tactics to develop campaigns from the initial idea to the final execution. Are you ready to break barriers through conceptual thinking?
Begin the course by getting to know copywriter and conceptual thinker Keenon Daniels. He shares the creative journey that has led him to work with international brands along with his advice for those starting out in the advertising industry. Discover the influences that inspire him and his work.
Dive into the basics of conceptual advertising. Explore what a creative brief is, how to interpret one to understand your client’s problem, and decide who your audience is. See how to get a clearer picture of the product landscape by looking at competitors and analyzing the client’s previous work. Then bring together everything you’ve learned to create a mindmap of initial ideas.
Time to build your advertisement! Discover Keenon’s techniques for coming up with, and testing, out-of-the-box ideas for your campaign, then begin crafting your concept in more detail. Explore how to write scripts, add tension to your work for effectiveness, and overcome creative blocks. Learn how to narrow down your ideas to focus on the strongest ones before drawing up a proposal that communicates them clearly to others.
Explore the best ways to present your concepts and persuade your clients to approve them. To finish the course, Keenon shares his advice for dealing with rejection, making the most of the ideas that aren’t accepted, and overcoming self-doubt.
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