How to do better creative work ebook / Pearson Business (ePub)

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