Creative directors, designers, writers and others in the advertising industry gathered in New York City last week for the launch of University advertising professor Deborah Morrison’s second book, “The Creative Process Illustrated: How Advertising’s Big Ideas Are Born.”
More than 200 people packed into the Art Directors Club for the book launch, gallery exhibition and reception on Sept. 27. A week-long exhibit displaying all the visualizations in the book was also held. The event was part of New York’s Advertising Week 2010.
Morrison co-authored the book with W. Glenn Griffin, journalism professor at Southern Methodist University. Morrison and Griffin asked 35 art directors to illustrate and explain their creative, idea-generating process from start to finish. Prominent names include David Kennedy of Portland advertising agency Wieden+Kennedy, branding consultant Simon Mainwaring and Andy Azula, creative director for The Martin Agency.
“We asked writers and art directors to draw how you think,” Morrison said.
Most of the art directors agreed that illustrating how you process ideas is difficult, but the book explains the thinking process in a strategic and concise way. Even though deciding what to eat, what to wear and what to say are simple day-to-day tasks, the thinking process is constantly involved, Morrison said.
“We took creative process theory and made it approachable,” Morrison said.
Morrison was glad to see the people who helped accomplish the book join her in New York. Tim Gleason, dean of the School of Journalism and Communication, gave remarks at the event. Kevin Roddy, University alumnus and former chief creative officer of advertising agency Bartle Bogle Hegarty, contributed to the book and was also present.
On Sept. 28, Morrison and Griffin’s films were featured in the YouTube Show & Tell documentary series, which examines the concepts in the book and current challenges in the advertising industry.
For Morrison, one of the most rewarding things about the premiere was seeing how her work is loved and
respected. She said she is honored by all the attention the book has received from the advertising industry. Students have mentioned that the book has served as a valuable tool to comprehend the thinking process. Students’ reactions have been “Woah! Wow, I get it, this is interesting. It has helped me understand how I think,” she said.
“I love it, I am very proud of my co-author; he is the brightest and youngest scholar of advertising in the country,” Morrison said of Griffin.
It took a long four years of worthwhile collaborative effort to finish the book.
Morrison has been teaching at the University of Oregon for five years and previously taught at the University of Texas. She completed her undergraduate degree at Sam Houston State University and received her masters and Ph.D. in advertising at UT. She initially majored in journalism but switched to advertising for a more creative outlet.
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Advertising professor launches book
Daily Emerald
October 6, 2010
Aaron Marineau
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