Advertising Creative : Strategy, Copy, and Design

Advertising Creative, Sixth Edition gets right to the point of advertising by stressing key principles and practical information students and working professionals can use. Drawing on personal experience as award-winning experts in creative advertising, this new edition offers real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In the new edition, authors Tom Altstiel, Jean Grow, Dan Augustine, and Joanna Jenkins take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape. Their most important revelation of all is the identification of the three qualities that will define the future leaders of this industry: Be a risk taker. Understand technology. Live for ideas. The latest edition addresses some of the key issues impacting our industry today, such as diversity in the workplace, international advertising, and design in the digital age.

Tom Altstiel (MS, University of Illinois at Urbana-Champaign; BA, Valparaiso University) has spent over 40 years in the marketing communication business developing creative strategy and content for broadcast, video, print, web, sales promotion, direct marketing, social media, and public relations. He was creative director at three agencies, including owner/partner in PKA Marketing. Tom is currently principal of TBA Marketing Group LLC, a creative firm focusing on strategic solutions and content for business-to-business clients and non-profit organizations. Tom has developed creative work for a wide variety consumer, B2B clients and non-profits, including Toyota, Snap-on Tools, CASE, Johnson Controls, Evinrude, Komatsu, Rexnord, 3M, FiServ, and Concordia University. Tom was an adjunct professor at Marquette University from 1999-2018, teaching Copywriting, Advanced Copywriting, Campaigns, and Ideation/Content Development. Follow him on Linked In.

Jean Grow is the Founder and Chief TruthsTeller at GROW – a Diversity Equity & Inclusion (DEI) consultancy. After 20 years of teaching advertising and mentoring students, at Marquette University, all the while conducting research on the lack of women in advertising creative departments and the dire need for diversity across the entire advertising industry, Jean pivoted away from academia to pursue her passion – building diverse, equitable, and inclusive workspaces. Combining her deep and emotive understanding of DEI with her research acumen and advertising industry experience, Dr. Grow launched GROW - a DEI consultancy. You can find her at jeangrow.com or follow her @jeangrow and on LinkedIn.

Dan Augustine is a 20-year veteran of the ad industry, having worked at some of the largest firms like J. Walter Thompson and the smallest (freelancing as both writer and designer). He has been recognized locally and nationally by organizations such as Communication Arts and the National Addy Awards. He has taught Visual Communication at the Milwaukee Institute of Art and Design, Copywriting at the University of Wisconsin – Milwaukee and courses in design and strategy at Marquette University where he was honored as Adjunct Professor of the Year in his final term. He is currently the Creative Director at EPIC Creative in West Bend, Wisconsin. In his free time he illustrates gig posters and album art, developing work for bands and festivals such as Yonder Mountain String Band, Semisonic, and the Northwest String Summit. He resides in Bayside, Wisconsin and fantasizes about fly-fishing, camping, and hiking alongside his wife Kelly and two boys Emmett and Oliver. 

Joanna L. Jenkins PhD- At the intersection of creative, industry and academia, Joanna drives insights and prepares spaces for diverse students to thrive in their education and careers. As an Associate Dean, Professor, Creative Director and Strategist, Joanna has a proven track record in audience engagement, program development, curricula design, training, research, and planning. A Scholar with the Center for Minority Serving Institutions, Joanna is the author of the upcoming HBCU College Prep Guide and co/author/editor of the forthcoming book: “Insecure, Awkward and Winning: Intersectionality of Race, Gender and Class” with Peter Lang Press, as well as, The Convergence Crisis, Ted Talk; Reimagining the Advertising Revolution and numerous articles. Joanna has created campaigns, strategies and research in workplace equity, media representation, visual culture, Millennial/GenZ perspectives and corporate social responsibility. A graduate of Pratt, Howard University and The Philadelphia High School for Girls―Joanna holds a B.A.in Graphic Design/Advertising, M.S. in Visual Communications/Marketing and Ph.D. In Mass Communications/Psychology. An educator and administrator at Howard University, American University, Bowie State, Moore College of Art and Design―Joanna is a consultant and affiliate professor at St. Joseph’s University. Connect with her on https://www.linkedin.com/in/jenkinsjoanna/.