How to Do Better Creative Work-轻识

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.

史蒂夫•哈里森（Steve Harrison），历史学博士，以30岁“高龄”开始其广告生涯，从文案职位起步。一俟入行，一直顺风顺水。1996—2007年，他先后出任奥美互动（OgilvyOne Worldwide）的欧洲区创意总监以及伟门公司（Wunderman）的全球创意总监。在这两次任职之间的空当，他还创建了自己的HTW公司，并使之迅速成长为全球范围内的创意标杆。

在他的整个职业生涯当中，史蒂夫获得的各类国内和国际奖项比其他任何创意总监都多。他的获奖作品所服务的客户包括美国运通、IBM、施乐、沃达丰、星空联盟（Star Alliance）、劳斯莱斯、英国电信以及微软等。

史蒂夫于2006年将所创公司售出，2007年退出广告界。在他离开之时，Campaign杂志曾这样评价他：“这个时代最伟大的直复营销创意总监，全行业从业人员的偶像。”而英国广告从业...

史蒂夫于2006年将所创公司售出，2007年退出广告界。在他离开之时，Campaign杂志曾这样评价他：“这个时代最伟大的直复营销创意总监，全行业从业人员的偶像。”而英国广告从业者协会主席罗里•萨瑟兰（Rory Sutherland）说：“他是英国直复营销界的比尔•伯恩巴克。包括我自己在内的许许多多的人都受到过他的影响。”