Ideation, the combination of 'idea' and 'generation,' is a natural process that can be spurred along with specific techniques.

Nik Mahon, Senior Lecturer in Advertising at Southampton Solent University is the author of the recent AVA Basics publication Ideation that explains the process of generating creative ideas. A must for all advertising students packed with interesting case studies from all around the world, plus most importantly – practical exercises to complete along the way.

Nik starts by saying how Ideation, devised from the words ‘idea’ and ‘generation’, can be a natural process and can be spontaneous. But, working in advertising, as Nik has done as Creative Director, means that there is always a looming deadline and ‘it is necessary to take proactive measures to gain inspiration and generate creative solutions.’

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