CREATIVE STRATEGY AND THE BUSINESS OF DESIGN: THE CREATIVE PROFESSIONAL’S GUIDE TO INTEGRATING STRATEGY INTO DESIGN EXECUTION

Book ID/图书代码： 04460016B90621

English Summary/英文概要： Remaining relevant as a creative professional takes more than creativity--you need to understand the language of business. The problem is that design school doesn’t teach the strategic language that is now essential to getting your job done. Creative Strategy and the Business of Design fills that void and teaches left-brain business skills to right-brain creative thinkers.

Inside, you’ll learn about the business objectives and marketing decisions that drive your creative work. The curtain’s been pulled away as marketing-speak and business jargon are translated into tools to help you:

Understand client requests from a business perspective

Build a strategic framework to inspire visual concepts

Increase your relevance in an evolving industry

Redesign your portfolio to showcase strategic thinking

Win new accounts and grow existing relationships

You already have the creativity; now it’s time to gain the business insight. Once you understand what the people across the table are thinking, you’ll be able to think how they think to do what we do.

Chinese Summary/中文概要： 成功的创意专业人士不仅要极富创意，还需要理解商业语言。但问题在于，设计学校并不会教授那些在实际工作中非常重要的策略性语言。本书将填补这一空白，将需要动用左脑思考的商业技巧教授给那些用右脑思考的创意人士。

通过本书，你将了解驱动创意工作的商业目标和市场决策。晦涩的市场及商业专业术语将通过实用的工具传授给你，帮助你：

• 从商业角度理解客户要求；
• 建立策略性框架以驱动视觉概念；
• 提升您在行业中的相关性；
• 重新设计您的作品集，展现策略性思维；
• 赢得新客户，发展现有业务关系……

你已经有了创意，现在应该培养一些商业头脑。一旦你理解了甲方的想法，你就能够从他们的角度出发把自己的工作做好。(LYR)

Awards/获奖情况："This book is what separates good designers, from great designers. It bridges the often neglected gap between business, design and strategy. A must have resource." --Jacob Cass, Brand Identity Consultant and Founder of Just Creative

"If Davis’ book isn’t the best book written for strategists, it is waaaaaay up there. Last time I liked a strategist’s book this much was Steel’s Truth, Lies, and Advertising." --Luke Sullivan, Author of Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads

“Creatives are often pigeonholed by our industry as just “artists”. But not if we all read this book. Finally there’s an in-depth guide to help designers, copywriters and others infuse strategic business-thinking into every piece of creative work” --Pete Barry, Creative Director and Author of The Advertising Concept Book

About the Author/作者介绍： Douglas Davi，从1999年开始从事艺术及创意总监自由职业者，专注于提供多渠道的解决方案。从担任数字设计师开始了自己的互动广告职业生涯，为各大媒体公司提供解决方案。拥有汉普顿大学平面设计专业学士学位及Pratt学院传媒设计硕士学位、纽约大学整合营销专业硕士学位，现居住在布鲁克林。

Brooklyn-based Douglas Davis enjoys being one of the variety of voices needed in front of and behind the concept, marketing plan or digital strategy. Since 1999, he has been a Freelance Art & Creative Director specializing in multi-channel solutions. Douglas began his interactive advertising career as a digital designer for various media properties and agencies including CondeNet, ESSENCE Magazine, JWT/Brouillard, Tribal DDB, Deutsch, Greater Than One and G2 Direct & Digital. While Associate Creative Director at JWT/Brouillard, he was responsible for founding and co-directing the company’s Interactive division. In 2011 The Davis Group was formed and continues to offer Douglas’ strategic solutions to client branding, digital and design problems.

Douglas holds a B.A. in Graphic Design from Hampton University, an M.S. in Communications Design from Pratt Institute and a M.S. in Integrated Marketing from New York University. Douglas has been an Adjunct Professor in the Integrated Marketing Department at New York University and is currently Assistant Professor of Advertising and Graphic Design within the City University of New York at New York City College of Technology. In addition to client work and giving back in the classroom, Douglas was appointed to serve on the advisory board for New York City’s High School for Innovation in Advertising and Media (IAM). His advertising and academic experience aided him in authoring IAM’s CTE curriculum for the first advertising high school in the country.

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Complex/Traditional Chinese/繁体中文：AVAILABLE

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