HOW TO DO BETTER CREATIVE WORK

Book ID/图书代码： 10581009B32947

English Summary/英文概要： 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 works: 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.

Chinese Summary/中文概要： 本書蒐刮而來的精采創意點子，將讓你對「創意」二字有全新體會！搭配許多彩色圖片，具體呈現得獎創意從無到有的過程說明。

創意思考說得簡單，做起來感覺可不容易嘞！
可不是嗎？
但想想蘋果電腦、facebook與Google吸引年輕人的地方《不論就產品與工作本身》，不就在於這些公司鼓勵創意思考與新奇思惟?!
時至今日，創意思考不在只是屬於「有，很好ㄚ」的格局了，而是在競爭激烈的職場中，顯現自己存在價值與工作躍進的「必需品」啊！
無論你的工作是否和廣告或行銷有直接關聯，這本書蒐刮而來的精采創意點子，將讓你對「創意」二字有全新體會與認識！！
全書搭配有許多彩色圖片，具體呈現全球得獎創意從無到有的過程說明。(KC)

Awards/获奖情况：‘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

About the Author/作者介绍： 過去15年，史帝夫一直是全球屬一屬二的直效行銷大師。他曾在全球排名前兩大的直效行銷公司OgilvyOne與Wunderman擔任行銷總監，自己成立的公司 HTW，很快便成為在創意直效行銷上的全球指標性公司。
他個人代表客戶如全錄、IBM、美國運通、微軟等公司的創意作品，為他在全球各地贏得許多獎項。史帝夫固定受邀出席全球創意相關的論壇活動。今年他便受邀至杜拜、巴塞隆納與布宜諾艾利斯等地發表演說(Keynote Speech)。他在英國直效行銷學院 (IDM)任教達11年之久。全球廣告界最具影響力的純創意雜誌Campaign不久前稱他為當代最偉大的DM創意鬼才。

Format:照片

Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE(到期可授)

Complex/Traditional Chinese/繁体中文：AVAILABLE

Sales in other countries/其他国家销售情况：

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