Advertising Creativity for all Audiences
Criteria to distinguish a good idea
A course by Daniel Granatta , Consultant, Advertiser, Engineer, and Anthropologist
Joined May 2002
Joined May 2002
About the video: Criteria to distinguish a good idea
Overview
“Knowing if a good idea is something that is learned through practice, but still an idea is something that can be broken down into a series of factors to consider and that I will explain in this lesson.”
In this video lesson Daniel Granatta addresses the topic: Criteria to distinguish a good idea, which is part of the Domestika online course: Advertising Creativity for all Audiences. Learn to conceptualize, produce, and sell ideas.
Partial transcription of the video
“Hello, welcome to this lesson in which we are going to talk about ideas, I want to start talking about a little anecdote that is useful for illustrate the disparity that there is how to qualify an idea in advertising and because is often complicated or there are so many opinions around a spot that goes on television and has to do with the very subjective classification that is made of the ideas in the world advertising, when you get to an agency of all type multinational awards you as a small scale of values in a form of cards like you can see in this picture the which somehow you use to qu...”
This transcript is automatically generated, so it may contain mistakes.
Course summary for: Advertising Creativity for all Audiences
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Category
Marketing & Business -
Areas
Advertising, Creative Consulting, Creativity, Marketing
Daniel Granatta
A course by Daniel Granatta
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.
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