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Product Details
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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.
‘This is genuinely essential reading for anyone who wants to demystify the creative process. Harrison’s simple, common-sense approach makes you wonder why so many ad campaigns fail so spectacularly.’ Larissa Vince, Campaign magazine
‘Steve is one of the dying breed of creative directors that clients crave. This 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.’ Vodafone UK
‘This is a smart, straightforward and very special book. I came away with 10 or 12 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 Cride, CEO, glue London
‘Steve is 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”.’Jon Steel, author of Truth, Lies and Advertising and Perfect Pitch
'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 he reads Steve’s book and, if possible, find a way for him to spend a couple of hours with Steve himself.’ Pablo Alzugaray, President, Shackleton Madrid
Over the past 15 years Steve has been the world's leading direct marketing creative director. He has been the 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 here in the UK but around the world. He has won more major awards in his discipline than any other in the world. Those awards have been won on behalf of such clients as Xerox, Vodafone, IBM, American Express, Royal Mail, and Microsoft etc on both an international and domestic level.
Steve has been the President of the Cannes Lions Direct jury (the first direct marketing creative director ever to be accorded that role) and a regular speaker at international events. This year he has been invited to give a keynote speech at industry gatherings in Dubai, Barcelona and Buenos Aires. 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. Some time ago, Campaign magazine said Steve is "the greatest dm creative of his generation."
