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Auditing in Communication Design

Springer’s chapter reappraised the separate processes of a professional advertising campaign. By tracing a cross-section of research, ideas generation, production and recall stages at the Award-winning advertising agency Clemmow Hornby Inge, Springer analysed the extent to which the advertising process had been broken into separate measurable and auditable phases. Springer contended that, where advertising had been positioned as a ‘creative alchemy’ service, its processes were now itemised as separate sellable phases. In segmenting the process, Springer argued, agencies were able to involve their clients in the co-generation of ideas, which encouraged clients to further buy in to agencies’ creative services.

'Counting Creativity' considered how creative industries shape work, leisure and environments by providing 'cultural' goods, communications and experiences. The book collated case studies and material from a range of Creative (commercial) industries and contexts, as well as a series of interviews with practitioners; design and creativity provides a cutting-edge account of key trends in the creative industries at the start of the twenty-first century. Springer's chapter in particular reflected how creative practices were important economically, and how creative processes had been styled to meet a range of political and economic ends.

Springer’s chapter on the advertising process sat alongside analyses of other Creative Industries and cultural spaces by Nitzan Waisberg (Stanford University), Lucy Kimbell (Said Business School), Jane Pavitt (RCA) and AnneMarie Dorland (Alberta College of Art). The project included two presentations of original research at symposia hosted by The Design Council (December 2008) and Leeds Metropolitan University (May 2009) and a keynote address ’Leveraging Communications’ for global leaders of multinational communications group Havas Media at Columbia University, New York (2008); Cheung Kung Graduate Business School, Beijing (in conjunction with Artscom, UCA, 2008 & 13); and fashion holding group Trendy International, Guangzhou (2011).