How To Do Better Creative Work

Description

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. "This is a refreshingly honest must read for any client, suit or creative who wants to cut through the bullshit and produce great creative work that does the job."
Charlie Smith, Head of Brand and Marketing, Vodafone UK "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 is a smart, straighforward 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 Cridge, CEO, glue London This is genuinely essential reading for anyone who wants to demystify the advertising creative process. Harrison's simple, common-sense approach makesyou wonder why so many ad campaigns fail so spectacularly. Larissa Vince, Campaign magazine

Author description

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."

Table of contents

Introduction: Does the world need another book about creative work? 1) How to be more creative 2) How to create an environment in which better work will flourish 3) Problem/solution. Or how to have a big marketing idea 4) Getting your big idea down on