Best seller

Advertising Creativity for all Audiences

A course by Daniel Granatta
Consultant, Advertiser, Engineer, and Anthropologist. Mexico City, Mexico.
Joined May 2002
, Consultant, Advertiser, Engineer, and Anthropologist

Learn to conceptualize, produce, and sell ideas

  • Best seller Spanish with subtitles in English
  • 97% positive reviews (664)
  • 11702 students

Learn to conceptualize, produce, and sell ideas



Spanish with subtitles in English
  • 97% positive reviews (664)
  • 11702 students
  • 28 lessons (4h 39m)
  • 10 additional resources (4 files)
  • Online and at your own pace
  • Available on the app
  • Audio: Spanish
  • Spanish, English, Portuguese
  • Level: Beginner
  • Unlimited access forever

If you're already working in the field or have a personal project or initiative you want to get out there, then this is the course for you!

In this online course, Dani Granatta, advertising and innovation specialist, teaches you how to conceptualize, sell, and produce your own advertising campaigns.

What will you learn in this online course?

Course table of contents

  • U1
    U1. Introduction
  • U2
    U2. The Concepts
  • U3
    U3. The world of ideas
  • U4
    U4. The Brief
  • U5
    U5. Brands and strategy
  • U6
    U6. What is a good idea and how to sell it
  • U7
    U7. What does the future hold
  • U8
    U8. Draft
  • FP
    FP Final project
View details

Start by getting familiarized with Daniel Granatta's work and influences.

Next, Daniel explains the importance of knowing how to conceptualize and takes you on a brief tour of the history of advertising. He gives you an overview of some of the most famous brands and campaigns to date, the evolution of the platforms used for each of these, and the needs of different target audiences.

Now that you have a bit of context, it's time to learn how to make mental associations with different techniques and to discover the importance of playing with the narrator's point of view.

Daniel then walks you through the ins and outs of working with a brief, what exactly a brand and its territories are, and what the differences are between brands that are all talk and those that actually deliver. He also discusses how to build a market insight and create a strategic marketing plan for a specific case.

Next, study the criteria that distinguishes a good idea from a bad one and discover some tips on winning the business of a potential client.

To wrap up, take a look into the future by analyzing technological issues, trends, and consumers.

What is this course's project?

Starting with a brief, create a dog shelter service, devising a name and an advertising campaign as if it were a real commission.

Projects by course students

Who is this online course for?

Anyone from advertising, communication, marketing, and design students to professionals and entrepreneurs who want to make their project known to the public or anyone looking to develop their creative side.

Requirements and materials

To take the course, all you need is some paper and a pencil. However, a laptop, some visual design awareness, and basic copywriting and social media knowledge would also be very useful.


Reviews

11702 Students
664 Reviews
97% Positive ratings
  • More reviews

Daniel Granatta

A course by Daniel Granatta

Teacher Plus
Consultant, Advertiser, Engineer, and Anthropologist

Daniel Granatta is an advertising and innovation expert. Although he was born in Spain, he's been living between the United States and Mexico for over ten years.

He stumbled upon his love for advertising and innovation by chance. Since he had studied engineering and knew how to code, when he finally discovered multimedia programs such as Macromedia Director and Flash, what used to look like numbers on a screen to him had become moving objects that users could interact with.

He founded a small company with two friends and worked on building multimedia interfaces and experiences for many years. He always remained very curious about why people actually used them or not, until one day he decided to study anthropology.

Daniel is currently an innovation and futures design consultant. For many years, he also worked in advertising and creative agencies such as Grupo W, JWT, and Flock as a creative director. He has since sparked a movement that seeks to bring about disruptive change in the Mexican advertising industry.

In his role as an advertiser, he has won important awards in the industry, including 6 Cannes Lions in a single year, and he has been a jury member at a large number of festivals.

He is also a book author and a columnist for various magazines and blogs and teaches at universities and schools in Spain, the United States, and Mexico.


Content

  • U1

    Introduction

    • Presentation
    • Influences
  • U2

    The Concepts

    • What are advertising concepts?
    • A brief history of advertising
  • U3

    The world of ideas

    • Ideas and Formats
    • Mental maps
    • Oblique strategies and other techniques to create ideas
    • The narrator
    • Platforms and integrated ideas TODAY
    • Doing or not doing ... that is the dilemma
  • U4

    The Brief

    • What it is and how it looks
    • How to write it and translate it
    • The dangers of the brief
    • How to work with the brief
  • U5

    Brands and strategy

    • What is a brand?
    • Territories of a brand
    • The point of view of a brand
    • Brands that say and brands that do
    • The insights and the planning document
  • U6

    What is a good idea and how to sell it

    • Criteria to distinguish a good idea
    • Tips for selling your ideas - Part I
    • Tips to sell your ideas - Part II
  • U7

    What does the future hold

    • Technology and its exponential growth
    • The future is digitally facilitated analog
    • The intersections of trends
    • The consumers of the future
  • U8

    Draft

    • Creation and presentation of a project
    • Creating a campaign
  • FP

    Final project

    • Advertising creativity for all audiences

What to expect from a Domestika course

  • Learn at your own pace

    Enjoy learning from home without a set schedule and with an easy-to-follow method. You set your own pace.

  • Learn from the best professionals

    Learn valuable methods and techniques explained by top experts in the creative sector.

  • Meet expert teachers

    Each expert teaches what they do best, with clear guidelines, true passion, and professional insight in every lesson.

  • Certificates
    Plus

    If you're a Plus or PRO member, get a custom certificate signed by your teacher for every course. Share it on your portfolio, social media, or wherever you like.

  • Get front-row seats

    Videos of the highest quality, so you don't miss a single detail. With unlimited access, you can watch them as many times as you need to perfect your technique.

  • Share knowledge and ideas

    Ask questions, request feedback, or offer solutions. Share your learning experience with other students in the community who are as passionate about creativity as you are.

  • Connect with a global creative community

    The community is home to millions of people from around the world who are curious and passionate about exploring and expressing their creativity.

  • Watch professionally produced courses

    Domestika curates its teacher roster and produces every course in-house to ensure a high-quality online learning experience.


FAQs

Domestika's courses are online classes that provide you with the tools and skills you need to complete a specific project. Every step of the project combines video lessons with complementary instructional material, so you can learn by doing. Domestika's courses also allow you to share your own projects with the teacher and with other students, creating a dynamic course community.

All courses are 100% online, so once they're published, courses start and finish whenever you want. You set the pace of the class. You can go back to review what interests you most and skip what you already know, ask questions, answer questions, share your projects, and more.

The courses are divided into different units. Each one includes lessons, informational text, tasks, and practice exercises to help you carry out your project step by step, with additional complementary resources and downloads. You'll also have access to an exclusive forum where you can interact with the teacher and with other students, as well as share your work and your course project, creating a community around the course.

You can redeem the course you received by accessing the redeeming page and entering your gift code.

If you're a Plus or PRO member, when you complete a course you'll instantly get your personalized certificate. You can see all your certificates in the Certificates section of your profile. You can download your certificates as PDFs and share the link online. Learn more about certificates
Advertising Creativity for all Audiences. Marketing, and Business course by Daniel Granatta Best seller

Advertising Creativity for all Audiences

A course by Daniel Granatta
Consultant, Advertiser, Engineer, and Anthropologist. Mexico City, Mexico.
Joined May 2002
  • 97% positive reviews (664)
  • 11702 students