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1. To convey knowledge encompassing the process from ideation to coding within the advertising plan, covering the corresponding media and formats necessary to create, develop, and present advertising campaigns from a creative perspective. 2. To optimize the process and identify the key drivers of success, determinants, and factors that influence each stage of the process. 3. To understand the essential content of an effective briefing. 4. To gain detailed knowledge of how strategic and creative tasks are integrated within advertising agencies and similar organizations. 5. To generate valid creative concepts aimed at achieving the objectives of the advertising campaign. 6. To study and analyze the creative possibilities offered by various media channels, both conventional and non-conventional. 7. To apply the theoretical knowledge acquired through the development of advertising campaigns.

1. Introduction to advertising creativity. The brand concept The CBI model (Creative Business Idea) Case study. 2. The insight. Generation of insights. From the client's brief to creativity. Strategy and insight. 3. The advertising agency. Traditional and current structures. The planner. The process from the client's brief to production. 4. From the brief to the concept Creativity and innovation. Creativity exercises The development of the concept Testing and telling the idea 5. From the concept to the sale Concept and advertising genres The presentation materials The presentation to the client 6. From sale to execution The concept of campaign Process of the television campaign Process of the digital campaign Process of the graphic campaign Social media Promotional marketing and direct marketing

LEARNING ACTIVITIES Theoretical class Theoretical-practical class Group work Individual student work Exams and assessment tests TEACHING METHODOLOGY Lectures delivered by the professor with the support of digital and audiovisual media, in which the main concepts of the subject are developed and bibliographic references are provided to complement students learning. Critical reading of texts and viewing of audiovisual materials recommended by the course instructor, such as press articles, videos, advertising campaigns, reports, manuals, and/or academic papers, either for later discussion in class or to broaden and consolidate knowledge of the subject. Resolution of practical cases proposed by the professor on communication and advertising, carried out individually or in groups. Class presentations and discussions, moderated by the professor, on topics related to the content of the subject as well as on practical case studies. Preparation of assignments and reports, either individually or in groups.