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.
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|Size: ||10.2 MB|
|Publisher: ||Pearson Business|
|Date published: || 2010|
|ISBN: ||9780273742197 (DRM-EPUB)|
|Read Aloud: ||not allowed|
|This ebook will NOT be sold to customers with a billing address in:|
|Bouvet Island, Guernsey, Isle of Man, Jersey, Montenegro, Serbia|