What is ideation? : The principles of ideation ; Personal creative blocks ; External blocks ; Interview : Simon Cenamor and Raymond Chan of HMDG ; Give it a go : Having plenty of ideas -- Breaking through to ideas : Breaking routine ; Re-interpreting the problem ; Lateral thinking ; Challenging assumptions ; Observation, curiosity and experience ; Risk-taking ; Interview : Nigel Clifton of EHS 4D ; Give it a go : The assumption challenge - challenge! -- Using creative tools to generate ideas : Mind maps ; Consequences ; Metaphors and similes ; Checklists ; Assumption reversals ; The rephrasing technique ; Random stimulus and free association ; The second-guess technique ; Morphological analysis ; Group brainstorming ; Case study : The Toyota iQ launch ; Give it a go : Focusing on the proposition -- Executing creative ideas successfully : Reframing ; Humour ; Shock and sex ; Playing with type and wordplay ; Demonstrations and comparisons ; Engaging the audience in your campaign ; Exaggeration ; Experts and invented characters ; Even more creative approaches ; Case study : James Boag's Great Tasmanian Pipeline ; Give it a go : The idea notebook.
This title provides an in-depth look at the process of generating creative advertising ideas and concepts. It begins with a broad overview of the ideation process and the general principles, before examining the various obstacles that can block ideas and how to break through them.