How to do better creative work
16 Jun 09

Have the UK’s creatives lost their Mojo?

Last year, at Cannes Lions International Advertising Festival, top creative director Steve Harrison noticed that the creative fraternity appeared to be having a collective crisis of confidence.

His new book seeks to inject that confidence back into the industry. How to do better creative work shows your readers how they can produce award winning creative work time and time again and stand out from the crowd in an intensely competitive market.

To produce an outstanding creative idea which makes people stop, and remember a brand, is a daunting task at best. To produce outstanding creative ideas over and over again, across a range of clients and media, but still retaining originality can seem impossible. But Steve shows that it is not impossible and CAN be done time after time.

Whether they are in digital, direct or advertising, just starting out or the CEO of an agency your readers will find this inspiring book indispensible.

Through eight informative chapters How to do better creative work will show readers:

• What it means to be creative
• How to build a creative culture
• How virtually every great piece of 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  

Steve uses 12 of the world’s most successful creative ideas, which have sold millions of pounds worth of products and raised the profile of key causes, to illustrate his insights.

With his groundbreaking approach to inspiring big creative ideas, Steve will show readers how to find the dynamic which lies at the core of all great campaigns. While also providing a step by step process to ensure readers can create big ideas that stand out and most importantly sell.

	How to do better creative work
	Author	Steve Harrison
	Pub Date	9 Jun 2009
	Price	£14.99
	Publisher	Prentice Hall Business
	ISBN10	0273725181
	ISBN13	9780273725183
		Find out more or purchase How to do better creative work at Pearson Books.

For further information please contact:
Alex Cunningham
t: 07973 186 502
e: alexcunningham.pr@googlemail.com

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All information and prices correct at time of writing.