Steve Harrison: How to do better creative work

Steve Harrison who Campaign magazine called “the greatest direct marketing creative of his generation” is back after leading HTW to awards galore and judging on the Cannes Lions Awards.  Not back leading an agency but sharing his knowledge in his new book: “How to do better creative work”, read an exclusive extract on campaign.

This was a subject that preoccupied Bill Bernbach who said: “At the heart of every effective creative philosophy is the belief that nothing is so powerful as an insight into human nature, what compulsions drive a man, what instincts dominate his action, even though his language so often camouflages what really motivates him.”

“The client will never remember that you were three days late, but will always remember you for a bad campaign that bombed.”

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