Conceptual Thinking for Advertising Campaigns
The Basics of Advertising
A course by Keenon Daniels , Copywriter
Joined June 2021
About the video: The Basics of Advertising
Overview
“To start with, I'll tell you about conceptual advertising and explain how it compares and differs from other types of advertisement. Then, I'll introduce you to a very important part of the process: the creative brief.”
In this video lesson Keenon Daniels addresses the topic: The Basics of Advertising, which is part of the Domestika online course: Conceptual Thinking for Advertising Campaigns. Develop a powerful campaign from start to finish by learning how to think strategically and write captivating copy.
Partial transcription of the video
“The Basics of Advertising In this lesson, I'll introduce what advertising is and I'll show you the different forms of advertising that we see today. Before we get there, let's cover what we'll do in this course. I want to encourage you to create a project that is similar in theory to the one that I will present to you. My project aims to create a launch concept for a brand-new whiskey variant for J&B Whiskey, but for your project, it could be something totally different. I hope that with your final project you think about who your audience is and how to engage with them beyond usual med...”
This transcript is automatically generated, so it may contain mistakes.
Course summary for: Conceptual Thinking for Advertising Campaigns
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Category
Marketing & Business -
Areas
Advertising, Communication, Content Writing, Copywriting, Creativity, Marketing
Keenon Daniels
A course by Keenon Daniels
Keenon Daniels is a South African copywriter and conceptual thinker based in Sweden. As a child, he always enjoyed watching creative adverts on TV and went on to study copywriting at the AAA School of Advertising in Capetown. After graduating, he worked as an intern at one of South Africa's leading agencies at the time, The Jupiter Drawing Room. There he had the opportunity to work on real-world projects, one of which he won an award for.
Since then, Keenon has won multiple other creative awards, been a judge for the D&AD Awards, and worked in both local and global advertising agencies across two different continents. He currently works as part of an in-house creative team in a tech company. Throughout his career, he’s collaborated with well-known brands including Kia Motors, J&B Whiskey, Hyundai, adidas, Listerine, Schick razors, and more, helping them to communicate creative solutions that improve people’s daily lives.
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