How to Do Better Creative Work

The complete guide to creating effective and award winning creative work written by one of the worlds most successful creative directors. - The book will appeal to everyone from the CEO who wants to improve the quality and effectiveness of the agency's creative product through to the junior designer or account executive who needs guidance on their role in the creative process. - This book will also appeal to anyone in marketing, advertising and design roles within any industry sector....
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The complete guide to creating effective and award winning creative work written by one of the worlds most successful creative directors. - The book will appeal to everyone from the CEO who wants to improve the quality and effectiveness of the agency's creative product through to the junior designer or account executive who needs guidance on their role in the creative process. - This book will also appeal to anyone in marketing, advertising and design roles within any industry sector. - The book breaks new ground: It explains the simple Problem/Solution dynamic and debunks the conventional wisdom that all you need is a big creative idea and explains why it is essential to precede this with a big marketing idea. Steve reveals the dynamic that lies at the heart of all great work and provides a step by step process to ensure that you too can produce award winning creative work that sells. Over the past 15 years Steve Harrison has been the world's leading direct marketing creative director. He has been 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 in the UK but around the world. He has won many DMA awards (the industry's BAFTA's) and Cannes Lions Direct awards. Those awards have been won on behalf of such clients as Xerox, Vodafone, IBM, American Express, Royal Mail, and Microsoft on both an international and domestic level. Steve has been the President of the Cannes Lions Direct jury and a regular speaker at international events. 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.