A guide for people who must, at one time or another, manage, lead, direct, inspire, and be responsible for the work of `creatives.' Written by a highly successful advertising agency creative director, it gives readers an insight into the creative processes and offers specific techniques for producing a better product. Spicing his directives with funny anecdotes, Keil explains how to judge a creative project, what to do about creative stagnation, how to make a presentation, and even how to hire, evaluate and fire creative people.
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