http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
creative collaboration between copywriters and art directors
The brains behind the campaign : the strategy and the brief -- Brainstorming : the marriage of visual and verbal to the strategy -- Brainstorming : techniques to get to the big idea -- How campaigns tell the brand's story -- How copywriters approach strategy verbally -- How designers approach strategy visually -- Where campaigns and brands go off course -- On-strategy campaigns that spin out -- New strategies for old and new media -- Nuts and bolts of great presentations.
Includes bibliographical references and index.