國立虎尾科技大學 |

Leading creative teams = management career paths for designers, developers, and copywriters /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Leading creative teams/ by Eleazar Hernandez.
Reminder of title:	management career paths for designers, developers, and copywriters /
Author:	Hernandez, Eleazar.
Published:	Berkeley, CA :Apress : : 2017.,
Description:	xvii, 223 p. :ill., digital ; : 24 cm.;
Contained By:	Springer eBooks
Subject:	Teams in the workplace. -
Online resource:	http://dx.doi.org/10.1007/978-1-4842-2056-6
ISBN:	9781484220566

Leading creative teams = management career paths for designers, developers, and copywriters /
Hernandez, Eleazar.

Leading creative teamsmanagement career paths for designers, developers, and copywriters /[electronic resource] :by Eleazar Hernandez. - Berkeley, CA :Apress :2017. - xvii, 223 p. :ill., digital ;24 cm.

Chapter 1: Start with a Blank Sheet of Paper -- Chapter 2: Leading a Creative Team -- Chapter 3: Leading an Advertising Creative Team -- Chapter 4: Leading a Design Creative Team -- Chapter 5: Brainstorming -- Chapter 6: Creative Exploration Tools -- Chapter 7: The Art of the Critique -- Chapter 8: The Art of the Pitch -- Chapter 9: The Art of Copywriting -- Chapter 10: The Art of TV and Radio -- Chapter 11: Career Trajectories Toward Creative Management -- Chapter 12: Invest in Your People -- Chapter 13: Don't Just Take It from Me -- Chapter 14: The Final Nutshell.

Learn the skills you must master to assume leadership roles--creative directors, art directors, and advertising managers--on creative teams and in integrated branding campaigns for corporate clients. This book compares and contrasts 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 director Eleazar Hernandez 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. Hernandez 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. What You'll Learn Learn the technical, business, and management skill sets of creative management Lead and orchestrate teams of creatives Discover tips, tricks, and techniques for creative direction of web, broadcast, and print projects Shape your career trajectory toward creative management Learn the dos and don'ts of creative presentations Who This Book Is For The primary readership is mid-level and junior creatives--graphic designers, web designers, copywriters, and artists--and ad students who seek information on the specific skills, experience, and credentials they need to qualify for promotion to creative management. The secondary readership is creative directors, art directors, and advertising managers who lead web interactive, design, and advertising creative teams and who develop and direct integrated branding campaigns for corporate clients.

ISBN: 9781484220566

Standard No.: 10.1007/978-1-4842-2056-6doiSubjects--Topical Terms:

564777
Teams in the workplace.

LC Class. No.: HD66 / .H473 2017

Dewey Class. No.: 658.402

Leading creative teams = management career paths for designers, developers, and copywriters /
LDR:04606nam a2200325 a 4500 001 956623
003 DE-He213
005 20161020145424.0
006 m d
007 cr nn 008maaau
008 201118s2017 cau s 0 eng d
020 $a 9781484220566 $q (electronic bk.)
020 $a 9781484220559 $q (paper)
024 7 $a 10.1007/978-1-4842-2056-6 $2 doi
035 $a 978-1-4842-2056-6
040 $a GP $c GP
041 0 $a eng
050 4 $a HD66 $b .H473 2017
072 7 $a KJS $2 bicssc
072 7 $a KJSM $2 bicssc
072 7 $a BUS043000 $2 bisacsh
082 0 4 $a 658.402 $2 23
090 $a HD66 $b .H557 2017
100 1 $a Hernandez, Eleazar. $3 1247787
245 1 0 $a Leading creative teams $h [electronic resource] : $b management career paths for designers, developers, and copywriters / $c by Eleazar Hernandez.
260 $a Berkeley, CA : $b Apress : $b Imprint: Apress, $c 2017.
300 $a xvii, 223 p. : $b ill., digital ; $c 24 cm.
505 0 $a Chapter 1: Start with a Blank Sheet of Paper -- Chapter 2: Leading a Creative Team -- Chapter 3: Leading an Advertising Creative Team -- Chapter 4: Leading a Design Creative Team -- Chapter 5: Brainstorming -- Chapter 6: Creative Exploration Tools -- Chapter 7: The Art of the Critique -- Chapter 8: The Art of the Pitch -- Chapter 9: The Art of Copywriting -- Chapter 10: The Art of TV and Radio -- Chapter 11: Career Trajectories Toward Creative Management -- Chapter 12: Invest in Your People -- Chapter 13: Don't Just Take It from Me -- Chapter 14: The Final Nutshell.
520 $a Learn the skills you must master to assume leadership roles--creative directors, art directors, and advertising managers--on creative teams and in integrated branding campaigns for corporate clients. This book compares and contrasts 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 director Eleazar Hernandez 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. Hernandez 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. What You'll Learn Learn the technical, business, and management skill sets of creative management Lead and orchestrate teams of creatives Discover tips, tricks, and techniques for creative direction of web, broadcast, and print projects Shape your career trajectory toward creative management Learn the dos and don'ts of creative presentations Who This Book Is For The primary readership is mid-level and junior creatives--graphic designers, web designers, copywriters, and artists--and ad students who seek information on the specific skills, experience, and credentials they need to qualify for promotion to creative management. The secondary readership is creative directors, art directors, and advertising managers who lead web interactive, design, and advertising creative teams and who develop and direct integrated branding campaigns for corporate clients.
650 0 $a Teams in the workplace. $3 564777
650 1 4 $a Business and Management. $2 eflch $3 934826
650 2 4 $a Marketing. $3 557931
650 2 4 $a Project Management. $3 787187
650 2 4 $a Careers in Business and Mangagement. $3 1019541
710 2 $a SpringerLink (Online service) $3 593884
773 0 $t Springer eBooks
856 4 0 $u http://dx.doi.org/10.1007/978-1-4842-2056-6
950 $a Business and Management (Springer-41169)