Advertising Creativity for all Audiences (Spanish, Multisub)

Learn to conceptualise, produce and sell ideas Dani Granatta, specialist in advertising and innovation, will teach you to conceptualize, sell and produce your own advertising campaigns, either because you work on it or because you want to carry out any type of initiative or personal project and make it known to the general public.

About this course You will begin knowing the work and influences of Daniel Granatta.

Next, Daniel will explain the importance of knowing how to conceptualize and will make a brief tour of the history of advertising, some of its most famous brands and campaigns, the evolution of the platforms in which they lived and the needs of each of their publics .

In context, you will get to work learning to make mental associations with different techniques and you will discover the importance of playing with the point of view of the narrator.

You will learn what a brief is, how to write it and work with it, what a brand is, what are the territories of a brand, the difference between brands that say and brands that they make, how to build an insight and how to create the strategic planning document for a specific case

Then you will discover the criteria to distinguish a good idea from a bad one and tips to learn how to convince a potential client.

Finally, you will end up looking at the future analyzing technological issues, trends and consumers.

What is this course’s project? Starting from a briefing, the creation of a dog shelter service, you will devise a name and an advertising campaign as if it were a real assignment.

Who is it for? To students and professionals of Advertising, Communication, Marketing or Design; to enterprising people who want to publicize their project to the public and any curious person who wants to develop their creative side.

What you need To complete the course you will only need paper and pencil, although it will help you to have a portable computer, a certain visual sensitivity and some basic knowledge of advertising writing and the use of social media platforms.

01 – Presentation 02 – Influences 03 – What are advertising concepts 04 – A brief history of advertising 05 – Ideas and Formats 06 – Mental maps 07 – Oblique strategies and other techniques to create ideas 08 – The narrator 09 – Platforms and integrated ideas TODAY 10 – Doing or not doing … that is the dilemma 11 – What it is and how it looks 12 – How to write it and translate it 13 – The dangers of the brief 14 – How to work with the brief 15 – What is a brand 16 – Territories of a brand 17 – The point of view of a brand 18 – Brands that say and brands that do 19 – The insights and the planning document 20 – Criteria to distinguish a good idea 21 – Tips for selling your ideas – Part I 22 – Tips to sell your ideas – Part II 23 – Technology and its exponential growth 24 – The future is digitally facilitated analog 25 – The intersections of trends 26 – The consumers of the future 27 – Creation and presentation of a project 28 – Creating a campaign 29 – Advertising creativity for all audiences

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