000			02996nam a22002177a 4500
999			_c4420 _d4420
005			20221216165651.0
008			221216b ||||| |||| 00| 0 eng d
020			_a9781484256862
082			_a658.4022 _bHER
100			_aHernández, Eleazar _99603
245			_aLeading creative teams: _bmanagement career paths for designers, developers, and copywriters
260			_bApress  _aNew York _c2022
300			_axvii, 223 p.
365			_aINR _b799.00
504			_aTable of Contents: 1: Start with a Blank Piece of Paper 2: Leading a Creative Team 3: Leading an Advertising Creative Team 4: Leading a Design Creative Team 5: Brainstorming 6: Creative Exploration Tools 7: The Art of the Critique 8: The Art of the Pitch 9: The Art of Copywriting 10: The Art of TV and Radio 11: Career Trajectories to Creative Leadership 12: Invest in Your People 13: Don’t Just Take It from Me 14: The Final Nutshell
520			_aThis book compares the skill sets and responsibilities of creatives with those of managers who direct creative teams. Technical competence in the creative arts is a necessary but not sufficient prerequisite for promotion to and success in positions directing creative teams. Business, management, and communication skills are equally necessary. Leading Creative Teams reviews the business metrics that the manager of a creative team must be able to manipulate and present persuasively to the organization to prove that the team’s creative excellence delivers superior ROI. Award-winning designer and veteran creative author walks you through the creative manager’s skill sets—technical, business, management, and communication. He covers the techniques and tools common to the direction of creative teams in all industries: brainstorming, creative exploration and visual communication tools, internal and client presentations, critiquing, mentoring, and copywriting. The author shows how creative directors can apply management and leadership skill sets to different kinds of creative teams found across interactive, graphic design and advertising industries and how they orchestrate methods among team members. He details how creative teams vary in their concepts and principles, composition, objectives, and processes according to their specific industries and project requirements. And he shows you how to shape your career trajectories toward creative management roles in your chosen field. Leading Creative Teams features information on the processes and best practices for ideating, developing, and directing advertising campaigns, graphic design projects, :30 TV spot and :30 radio spots. Drawing on interviews with top creative directors, art directors, and advertising managers, the author explores how the roles of creative team managers are evolving in response to changing technologies and business models.
650			_aOrganization Theory _910969
650			_aProduction Management _9434
650			_aMarketing _9209
942			_2ddc _cBK