Idea Management for Marketing, Advertising, Media and Design
When it comes to big ideas, chance should be a part of the creative method, but there should also be a method in developing chance, especially in the creative industries! In his book “Creative Strategies“, published in 2010, Mario Pricken puts an end to the belief that ideas just bubble out by pure chance and presents the concept of strategic idea management. This is therefore the first management book for the creative industry that offers practical tools that can be instantly used when setting or smartening up a creative department.
“Creative Strategies” raises questions that even professionals from marketing, advertising, media or design have so far been able to answer only vaguely: How does creative culture emerge? How can we lead teams to more creativity? How do we identify and remove obstacles to ideas bubbling out? This management book gives unexpected, sometimes also uncomfortable answers, so controversial discussions in the industry can be expected. At the same time, it makes a clean break with obstructive creative myths, such as brainstorming, the importance of written briefs, the client’s role in the creative process or the idea that creativity is reserved to creatives only. In his 300-page book Pricken showcases more than 230 international top-rate examples that clearly demonstrate the rules for new creative culture and the functioning of idea management.
