Creativity for Advertising: Generate Strong Concepts from Scratch
Create and interpret a brief
A course by Alina Alvarez Etchegaray , Creative Director for Advertising
Joined March 2016
Joined March 2016
About the video: Create and interpret a brief
Overview
“The brief will serve as a starting point for the course project. In this lesson I will explain what it is and how it can help you. ”
In this video lesson Alina Alvarez Etchegaray addresses the topic: Create and interpret a brief, which is part of the Domestika online course: Creativity for Advertising: Generate Strong Concepts from Scratch. Explore the ins and outs of the advertising industry and learn to develop strong concepts and creative proposals that impact your audience.
Partial transcription of the video
“Create and interpret a brief The work in advertising should start with a brief. The brief is a document What does the marketing department do for your agency? and that contains a brand communication need. Whether you are on the side of the marketing department or on the agency side, knowing the structure of a brief will help you a lot to understand what you need to create a campaign. Although the brief is created by the marketing department, as we said, In this course we are going to start by creating it together. The idea is that you can, one, choose the project that you want and translate...”
This transcript is automatically generated, so it may contain mistakes.
Course summary for: Creativity for Advertising: Generate Strong Concepts from Scratch
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Category
Marketing & Business -
Areas
Advertising, Content Marketing, Marketing, Social Media
Alina Alvarez Etchegaray
A course by Alina Alvarez Etchegaray
Alina Álvarez Echegaray is a creative advertising director from Mexico. She has worked on a wide range of projects and with various agencies, from traditional advertising like television, radio, and out-of-home, to events, activations, and, above all, online advertising. She is currently creative director at a start-up, building brands with a modern outlook.
Throughout her career in the advertising industry, she has collaborated with big-name brands including Samsung, Luuna, Heineken, adidas, Doritos, MINI, Novartis, Oreo, Ritz, Moët Chandon, 7up, Aspirina, and Salesforce. She has been recognized with awards such as ASPID and IAB Mixx as well as participated as part of the judges panel for Círculo de Oro, Círculo de Creativos de México, and Young Lions. She has also given talks at a number of universities and companies across Mexico.
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