Inspiration for advertising concepts?

[burgy76]

So now that I'm working as a designer permanently again and settled in my new job ...this leads me to a new challenge: coming up with advertising concepts. Any suggestions, magazines, websites and resources? Brainstorming exercises you do? I've designed ads before but coming up with the ideas behind them is something I haven't done a lot of.



All help appreciated, I think in particular having a U.K. perspective is most helpful. I know Creative Review and Computer Arts are common magazines here for designers -- how about advertising?

[bigdave]

How much are your clients being charged for adverts? If its low budget small business advertising (the kind you'd find in the phone book or free press) then I don't think you're employers will appreciate you spending 2 or 3 days researching and developing concepts, so a quick google to see what their competitors are doing will suffice.

If its high end advertising with big budgets, spend some time with the client to get a feel from them as to what they're looking for from the advert.

As for places to find inspiration, Researching the company you're designing for and their products is a good way to get into their mindset. I try and become as much of a geek about their industry as possible. I find books on design are a great way to jump start my own creativity, especially older editions of D&AD annuals etc..

[printbar]

How much are your clients being charged for adverts? If its low budget small business advertising (the kind you'd find in the phone book or free press) then I don't think you're employers will appreciate you spending 2 or 3 days researching and developing concepts, so a quick google to see what their competitors are doing will suffice.

If its high end advertising with big budgets, spend some time with the client to get a feel from them as to what they're looking for from the advert.

As for places to find inspiration, Researching the company you're designing for and their products is a good way to get into their mindset. I try and become as much of a geek about their industry as possible. I find books on design are a great way to jump start my own creativity, especially older editions of D&AD annuals etc..

If and when I get to the stage that I need a creative team I just want any other printers on GDF to know that I've got dibs on Dave!

[printbar]

Oh, and also, I LOVE "The Art of Looking Sideways" for kickstarting my brain. Even if you can't find anything directly related to the task at hand it's just a very refreshing mental sorbet.

The Art of Looking Sideways: Amazon.co.uk: Alan Fletcher: Books

[Katedesign]

"Looking Sideways" is great... but also playing with words and puns, associations, mind maps etc.
Doodling, NOT thinking about it... music...brainstorming...themes of the season (summer holidays, beaches, barbeques etc)...

[Paul Murray]

This is worth a flick through if you can find it somewhere. Some great examples of creative advertising in here.

Guerrilla Advertising: Unconventional Brand Communication: Amazon.co.uk: Gavin Lucas, Mike Dorrian: Books