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How to do better creative work (Prentice Hall Business), by Steve Harrison
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Effective creative work is not a nice-to-have, it's a necessity - it's the only way you'll stand out in a fiercely competitive marketplace. Whether you're in digital, direct or advertising, the CEO of an agency or just starting out, How to do better creative work has been written for you. In fact, you'll see that everyone plays a crucial role in producing creative work that works: What it means to be creative, How to build a creative culture, How virtually all great work is underpinned by a simple problem/solution dynamic, How to use that dynamic to create your big marketing ideas, How to brief a creative team, How to use 'relevant abruption' to produce big creative ideas, How to simultaneously build a brand and get response, How to sell your work, How to run a creative department. All this is illustrated by some of the best advertising, direct and digital work ever produced, plus 12 case studies featuring ideas that have not only sold millions of pounds worth of products, but also won dozens of the world's most coveted awards. "Steve writes like he talks, with great intelligence, wisdom and common sense. He's one of the few people capable of looking at a notoriously self-obsessed industry and saying, "The Emperor has no clothes." And he's one of an even smaller number who can look at its problems and say, "here's how you fix it." Creative Work is as challenging as it is engaging. When I reached the end I felt like I wanted to continue the conversation, which is probably the highest compliment you can offer a book." - Jon Steel, author of Truth, Lies & Advertising and Perfect Pitch. "This is genuinely essential reading for anyone who wants to demystify the advertising creative process and vastly more entertaining than your average business book. Harrison's simple, commonsense approach makes you wonder why so many ad campaigns fail so spectacularly. Buy it, read it and learn from it!" - Larissa Vince, Campaign magazine. "This is a smart, straightforward and very special book. It affirmed so much I knew already, but my eyes were opened afresh to what is genuinely important about the work that we do. I came away with ten or twelve things I wanted to share with the rest of the team at glue and it also fortunately gave me some confidence that we're getting a lot of this right already." - Mark Cridge, CEO, glue London. "Steve is one of the dying breed of creative directors that clients crave. He tells it like it is and delivers. How to do better creative work is a refreshingly honest must-read for any client, suit or creative who want to cut through the bullshit and produce great creative work that does the job. Harrison has the right to say what he likes about the ad industry - and he does!" - Charlie Smith, Head of Brand Marketing, Vodafone UK. "This book isn't just about how clients can help get the best work from their agency. I loved the insight into the thinking that goes on before the creative idea is had and realise it applies to every business that takes a creative approach to problem solving." - Paul Ferraiolo, President, Rolls-Royce Motor Cars, North America. "If, one day, my son tells me that he wants to be part of this business, I will make sure that he reads Steve's book and, if possible, find a way for him to spend a couple of hours with Steve himself" - Pablo Alzugary, President, Shackleton Madrid.
- Sales Rank: #2664216 in Books
- Brand: Brand: Pearson Business
- Published on: 2009-12-17
- Original language: English
- Number of items: 1
- Dimensions: 9.25" h x .32" w x 7.38" l, .75 pounds
- Binding: Paperback
- 168 pages
- Used Book in Good Condition
From the Back Cover
Effective creative work is not a nice-to-have, it's a necessity - it’s the only way you’ll stand out in a fiercely competitive marketplace. Whether you're in digital, direct or advertising, the CEO of an agency or just starting out, How to do better creative work has been written for you.
‘This is genuinely essential reading for anyone who wants to demystify the creative process. Harrison’s simple, common-sense approach makes you wonder why so many ad campaigns fail so spectacularly.’ Larissa Vince, Campaign magazine
‘Steve is one of the dying breed of creative directors that clients crave. This is a refreshingly honest must-read for any client, suit or creative who want to cut through the bullshit and produce great creative work that does the job.’ Vodafone UK
‘This is a smart, straightforward and very special book. I came away with 10 or 12 things I wanted to share with the rest of the team at glue and it also fortunately gave me some confidence that we’re getting a lot of this right already.’ Mark Cride, CEO, glue London
‘Steve is one of the few people capable of looking at a notoriously self-obsessed industry and saying, “The Emperor has no clothes”. And he’s one of an even smaller number who can look at its problems and say, “Here’s how you fix it”.’Jon Steel, author of Truth, Lies and Advertising and Perfect Pitch
'This book isn’t just about how clients can help get the best work from their agency. I loved the insight into the thinking that goes on before the creative idea is had and realise it applies to every business that takes a creative approach to problem solving.’ Paul Ferraiolo, President, Rolls-Royce Motor Cars, North America
‘If, one day, my son tells me that he wants to be part of this business, I will make sure he reads Steve’s book and, if possible, find a way for him to spend a couple of hours with Steve himself.’ Pablo Alzugaray, President, Shackleton Madrid
About the Author
Over the past 15 years Steve has been the world's leading direct marketing creative director. He has been the european creative director at OgilvyOne and worldwide creative director at Wunderman (these are the world's two biggest direct marketing networks). In between, he founded his own agency, HTW, which quickly became the benchmark for creative excellence not only here in the UK but around the world. He has won more major awards in his discipline than any other in the world. Those awards have been won on behalf of such clients as Xerox, Vodafone, IBM, American Express, Royal Mail, and Microsoft etc on both an international and domestic level.
Steve has been the President of the Cannes Lions Direct jury (the first direct marketing creative director ever to be accorded that role) and a regular speaker at international events. This year he has been invited to give a keynote speech at industry gatherings in Dubai, Barcelona and Buenos Aires. As far as teaching in the local market is concerned, he has been a guest lecturer at the Institute of Direct Marketing for 11 years. Some time ago, Campaign magazine said Steve is "the greatest dm creative of his generation."
Most helpful customer reviews
0 of 0 people found the following review helpful.
All meat. No filler.
By Ben Applebaum
I would (and have) recommended this to anyone I can.
Steve Harrison lays out a clear, lucid point of view on creating, selling and managing a department that does just what the title claims.
His approach is simple, fundamental and all-to-often forgotten in every agency's and client's race to catch the next shiny object.
It's packed with clear recommendations and techniques -- not double talk and excessive self-promotion.
A great foundation book for anyone starting their career in marketing/advertising, but an even better refresher/wake-up call for all of use jaded vets.
0 of 0 people found the following review helpful.
Great and easy read. Very inspirational
By R. Meireles
I thoroughly enjoyed this book. It gives some good insight into how each department should be working, and how to improve on many things. The book has a great composition and is fun to read. It has great references to other books to further enhance your creative work.
1 of 1 people found the following review helpful.
Worth More Than It's Weight In Gold
By G. Rezbi
I didn't realise the price of this book had rocketed like
this until I got an email from Drayton Bird. I'm just glad
I got one when it first came out. And it's still in mint
condition (I look after my books).
After that I had an email conversation with a copywriting
colleague about it. Here's how it went:
Me: Have you seen this from Drayton? - pointed to the email.
Colleague: £500? What on earth is it made of? Gold?
Me: Made of gold? The info in the book is worth more.
I also told my wife and mother. Both said I should consider
selling it.
My reply?
If I sell this book, I will never get it again. Even at this price.
And with the information it contains, I can make a heck of lot more.
Over and over.
Steve Harrison's 'How to do better creative work' is a treasure.
The type you read a few times, and then dip into whenever you need to.
Sell my book? Not on your nelly.
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