4TH EDITION
Front Cover design and Cover concept:
James Taylor, Creative Director, Jones Knowles Ritchie
Courtney Perets, Senior Designer, Jones Knowles Ritchie
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Copyright © 2022 by Robin Landa. All rights reserved.
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Published simultaneously in Canada
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For my students. It is my joy and privilege to share my life with you. (And thank you for laughing at my jokes.)
When I asked Jayanta Jenkins, EVP, Head of Marketing, Disney+ and co-founder, SATURDAY MORNING, What do you look for in a junior's portfolio?
He replied: “I look for a point of view, someone who genuinely has a voice and a way of looking at the world that makes me think, Wow, I never thought of it that way!”
I hope by using this new edition of Advertising by Design people will think that same way about your work.
This book is a comprehensive examination of strategic and creative idea generation and art direction and designing for advertising across media channels. Its content and features make it a highly effective resource for instructors, students, or any reader interested in the creative side of advertising. In Advertising by Design, the approach is to conceive and design advertising that will resonate with audiences, that people will want to participate in and share, to generate ideas that benefit people, to art direct and design those ideas to grab and keep people's attention, and to build brand sirens and communities.
This new edition of Advertising by Design focuses on:
The fourth edition offers the following brand new content:
Updated content and enhancements:
Online instructor materials include:
In order to create advertising, you need to understand the audience and brand, conceive ideas, art direct, and design. Certainly, use the chapters in any order you prefer. I suggest it works best if you read Chapters 1 through 5 right off so that you can ideate and design asap. It would be even better if you read Chapters 1 through 7 right away.
The examples in this edition include a few classics from the 1960s, the creative revolution. But most are contemporary, chosen to be timeless. This isn't a periodical, therefore I selected outstanding work that would stand up to the test of a few years. I selected work from award-winning agencies, creative directors, art directors, copywriters, and advertising designers. You can visit agencies online to see new work, as well as visit the archives of the One Show, the Clio Awards, DandAD, Cannes Lions, Favourite Website Awards (FWA), the ANDYs, and other respected award archives.
There are more instructional resources available to you on the John Wiley & Sons website: www.wiley.com.
Best wishes for success!
For the creative professionals in the industry, one goal is to create advertising that is as artful or impactful as any content being produced. The work by the brilliant creatives whose advertising appears in this edition exemplifies advertising as an art.
Thank you to all the contributors, the agency folks and their generous clients who made this happen: Austin Berg, Agency EA; Ellie Bristow, Wunderman Thompson; Margot Byrne, FCB NY; CC Canzius, United Way of Greater Toronto; Camilla Ciappina, Publicis New York; Alexandre Collares, Rick Cosgrove, Agency EA; Jeanne Detallante, Omar Emera, Pascale Fabery de Jonge, Unit nl; Ellyn Fisher, Ad Council; Christine Greeley, Feeding America; Lorna Hanks, Hudson Rouge; Asheden Hill, TBWA Chiat; Evan Horowitz, Movers+Shakers; Sabreen Jafry, W+K New York; Alex Jenkins, Nexus Studios; Prof. Ed Johnston, Courtney Kaczak, 360i; Billie Jean King, Tim Loyld, Rachel Ptak, Jones Knowles Ritchie; Steph Loffredo, Huge; Stesha Moore, TBWA\Chiat\Day; Yukino Moore, W+K; Michael Reagan, Jones Knowles Ritchie; Paola Reynoso, the community; Stuart Schorr, Land Rover; Maru Sokolowski, the community; Kara Stockton, W+K Portland; Ken Surritte, WATERisLIFE; and Sophia Whitehead, Nexus Studios. My gratitude to all the contributors from past editions whose work and wisdom continues to grace these pages.
For sharing their wisdom, huge thanks to Emlyn Allen, Grey; Greg Braun, Charlene Chandrasekaran, Droga5 London; Bernice Chao, R/GA; Gerard Crichlow, Interpublic Group; Erin Evon, R/GA; Renato Fernandez, TBWA\Chiat\Day; Jayanta Jenkins, Disney+ and SATURDAY MORNING; Sophia Lindholm, Forsman & Bodenfors Sweden; Michael Mierzejwski, Bokksu; Justin Moore, FCB West; Julia Neumann, TBWA\Chiat\Day; José Mollá, the community; NiRey Reynolds, The One Club; and Alan Robbins.
I am indebted to James Taylor, creative director, and Courtney Perets, senior designer, at Jones Knowles Ritchie for their excellent front cover design and incredible generosity. Great thanks to Rachel Ptak, brand manager, and Michael Reagan, account manager, at Jones Knowles Ritchie for their support through this process.
Thanks to the people at John Wiley & Sons who made this happen—Margaret Cummins, Todd Green, Kalli Schultea, and Amy Odum.
Thank you to my colleagues and the administration at Kean University for supporting my research: Dr. Lamont Repollet, president; Dr. Jeffrey Toney, provost; Dr. Suzanne Bousquet, vice president, Academic Affairs; Karen Smith, vice president of university relations; David Mohney, dean; Rose Gonnella, associate dean; Professor Linda O'Shea, Susan Gannon and the Office of Research and Sponsored Programs; and to Melissa Tito and Maria Dominguez for their design solutions. Shout out to Hayley Gruenspan, Prof. Deborah Ceballos, Prof. Camille Sherrod, and Prof. Kelly Walker for their contributions to the social responsibility treatise.
My gratitude to my husband, Dr. Harry Gruenpan, and our beautiful daughter, Hayley.