How to Do Better Creative Work

by Steve Harrison

This is a complete guide to creating effective and award winning creative work. Harrison reveals the dynamic that lies at the heart of all great work and provides a step-by-step process to ensure you too produce award winning creative work that sells.

151 pages, Paperback

First published June 1, 2009

Reviews

[Theodora · Rating 3 out of 5]

I read this book from Steve Harrison after reading his other book « how to write better copy » published after this one, which I loved reading and thought was genius.
It was hard to get a copy of this book and I was happy I could eventually get my hand on a paperback copy. I was less happy when I read the book and found it boring and dull. His style of writing for this book is lengthy and I thought he was waffling rather than going straight to the point.
It might be great for marketing agencies wiling to inspire their workforce or as a jump back into history to see the evolution of ads and marketing services.

[Zack · Rating 5 out of 5]

What an excellent piece of writing! What a phenomenally helpful book for the marketing neophyte (me) and seasoned professional (you, perhaps). Two major elements make up great marketing work:

1) clearly defined problem/solution propositions that correspond to reality
2) abruptive messaging delivered at just the right time in just the right way

Everything in this book supports the work of getting these two things right. Along the way, Harrison masterfully (and at times, humorously) describes best practices in work-functional processes, team/agency management, creative processes, client relationship development, and professional development (what you need to know).

If you only ever read one book on marketing, make it this one. Of course, it will inspire you to read more. I know that I want to!

[Ada · Rating 4 out of 5]

'How to do better creative work' is a self-help book aimed at all people working for an advertising agency. Basically most of the advice it covers is included in David Ogilvy's 'On Advertising ', but there are some crucial exceptions.

There is an ad-by-ad analysis of successful campaigns. There is also an emphasis on knowing as much as you can about the subject of advertising. The advertiser must make his job his area of expertise, if he is to convince the client of the value of the idea he is selling. The opinion of a creative director with years worth of experience is worth more than that of those who have never thought seriously about advertising before. In short, the book emphasises the importance of doing your own research and spending enough time on your work. That's always sound advice.

Note: it is very hard to see the illustrations in the kindle edition of this book-do get a paperback copy if you can.

[Stewart · Rating 2 out of 5]

Whilst working at Wunderman, Steve Harrison once accused me of being asleep in one of his meetings. I wasn't. I was considering his remark that online advertising was a 'knee jerk reaction" To what, I am still unsure. I thought I would give him the benefit of the doubt and buy his book. He has a lot of fans in the Advertising world but i didn't find it particularly inspiring or insightful. But then again, he's won loads of awards. What do I know!

[Rachel · Rating 4 out of 5]

I really enjoyed this book. An obviously talented creative, Steve imparts systems and knowledge to build the best creative teams. I found this book both informative and plenty of useful and practical information to make the best creative environment. It helped me understand the process clearly from start to finish, how to even conceive the best ideas and then to develop and share them. Would recommend this book for sure.

[Lydia · Rating 5 out of 5]

A blueprint of how to run an agency. After working in 5 different London agencies in my career so far, it's plain how spoilt I was that HTW was my first experience of the advertising industry and a shame that his principles of How to Do Better Creative Work are a rarity rather than the norm

[Jan]

Awesome little book by the advertising guru Steve Harrison. Despite being mainly about the advertising industry, it could be incredibly useful and inspirational for all creative and/or agency folks.