No coke!
Share news
< 1 min. de lectura
Listen
He is one of the most rewarded and respected creative director in direct marketing. Steve Harrison now writes Creativity, a book where he shares some of his secrets and tips. Surprisingly commonsensical, surprisingly useful.
Among the key ideas of the book, two stand out, First, the importance of the briefing, which is really the basis on which to build the creative process. You should invest twice as much time in the briefing as in the creative process in itself.
Second one: a good creativity revolves around the problem-solution dynamic. What problems do consumers have, what solution do we bring? This non-glamorous tip is essential. As he says, if we bring a solution to a problem of the consumer and state it in an eye-catching way, we got him!
A very down to earth, very useful and very unglamorous book. A good read.
