How to Do Better Creative Work 在線電子書 圖書標籤: 廣告 營銷 creative 創意
發表於2025-04-29
How to Do Better Creative Work 在線電子書 pdf 下載 txt下載 epub 下載 mobi 下載 2025
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史蒂夫•哈裏森(Steve Harrison),曆史學博士,以30歲“高齡”開始其廣告生涯,從文案職位起步。一俟入行,一直順風順水。1996—2007年,他先後齣任奧美互動(OgilvyOne Worldwide)的歐洲區創意總監以及偉門公司(Wunderman)的全球創意總監。在這兩次任職之間的空當,他還創建瞭自己的HTW公司,並使之迅速成長為全球範圍內的創意標杆。
在他的整個職業生涯當中,史蒂夫獲得的各類國內和國際奬項比其他任何創意總監都多。他的獲奬作品所服務的客戶包括美國運通、IBM、施樂、沃達豐、星空聯盟(Star Alliance)、勞斯萊斯、英國電信以及微軟等。
史蒂夫於2006年將所創公司售齣,2007年退齣廣告界。在他離開之時,Campaign雜誌曾這樣評價他:“這個時代最偉大的直復營銷創意總監,全行業從業人員的偶像。”而英國廣告從業者協會主席羅裏•薩瑟蘭(Rory Sutherland)說:“他是英國直復營銷界的比爾•伯恩巴剋。包括我自己在內的許許多多的人都受到過他的影響。”
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. "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." - 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 that he reads Steve's book and, if possible, find a way for him to spend a couple of hours with Steve himself" - Pablo Alzugary, President, Shackleton Madrid.
在我对广告充满憧憬的年代,我是把广告当作艺术的,那时候我刚刚从银行离职,满脑子都是广告广告,还专门找来《蔚蓝诡计》和大卫奥格威的传记读,结果是,这本书、这个人对我影响深远,读过以后我却也明白了自己并不具备进广告业的条件,而且那时候我不了解知识管理,不懂得如...
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評分每天下班之时,你的脑子里要么充满奇思妙想要么空空如也。而我的脑子里的想法要么引人入胜要么切实可用,新手和行家的区别。消费者的兴奋点是什么,追寻人的欲望和本能。你可以看看周围的广告,想一想这些广告的目标受众,产品以及销售主张。然后推测哪些广告会收到实效,哪些...
How to Do Better Creative Work 在線電子書 pdf 下載 txt下載 epub 下載 mobi 下載 2025