How to Do Better Creative Work

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 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.