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How to do Better Creative Work
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
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.
In fact, you'll see that everyone plays a crucial role in producing creative work that
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.
Kindle Edition
First published June 1, 2009
19 people are currently reading
169 people want to read
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Displaying 1 - 7 of 7 reviews
September 17, 2022
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.
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.
December 26, 2019
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!
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!
December 10, 2016
'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.
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.
August 2, 2013
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!
January 16, 2015
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.
May 27, 2013
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
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February 28, 2016Awesome 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.
Displaying 1 - 7 of 7 reviews