Copy & Concept is the only textbook that covers the entire creative process of marketing communication. It addresses all phases: briefing, strategy, concept development, creative techniques, and copywriting.
Since the first edition in 2008, Copy & Concept has grown into a standard work for students and professionals. It offers a good balance between theory, practical step-by-step plans, models, and engaging examples from award-winning campaigns.
Revised eighth edition
In this edition, the examples and cases have been updated with current, relevant campaigns. The focus is stronger on digital media and the changing media landscape, including:
- Social media and online advertisements
- Digital Out Of Home (DOOH)
- Podcasts, digital radio, and on-demand video
- TikTok and Instagram
- Artificial intelligence as a tool in creative techniques (chapter 3)
Target audience and language level
The book is suitable for education and professional development in the field of marketing communication in Dutch, with a focus on advanced language proficiency within the discipline.
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