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James Barrow에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 James Barrow 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.
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Can’t Sell Won’t Sell, creative processes, and commercial purpose with Steve Harrison.

58:04
 
공유
 

저장한 시리즈 ("피드 비활성화" status)

When? This feed was archived on October 13, 2022 15:19 (1+ y ago). Last successful fetch was on August 31, 2022 14:51 (1+ y ago)

Why? 피드 비활성화 status. 잠시 서버에 문제가 발생해 팟캐스트를 불러오지 못합니다.

What now? You might be able to find a more up-to-date version using the search function. This series will no longer be checked for updates. If you believe this to be in error, please check if the publisher's feed link below is valid and contact support to request the feed be restored or if you have any other concerns about this.

Manage episode 306732654 series 3004871
James Barrow에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 James Barrow 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.
Has the advertising industry been so busy trying to save the world, that it has lost sight of its commercial purpose?
I’m kicking the year off with what many believe is one of the major problems plaguing the advertising industry, a creative effectiveness crisis. And I had the great pleasure of discussing the issue with one of my favourite advertising thought leaders, Mr Steve Harrison.
Steve Harrison is a copywriter, creative director and author regarded by Campaign Magazine as the greatest Direct Marketing Creatives of his generation. He was European Creative Director at OgilvyOne and Global Creative Director at Wunderman. He started his own agency, HTW, where he won more Cannes Lions in his discipline than any creative director in the world.
He is the author of highly respected books like ‘Changing the world is the only fit work for a grown man’; ‘How to write better copy’; and ‘How to do better creative work’. And his latest book ‘Can’t Sell, Won’t Sell: Advertising, Politics and Culture Wars’ has been described by the IPA as the most provocative advertising book we’ve seen in years.
Steve and I tackle many of the topics covered in ‘Can’t Sell Won’t Sell’, debate what’s gone wrong with advertising, the cultural and political impacts on it, and what we need to do to fix it. And he shares his refreshingly inspiring and straightforward processes, that simplify everything from defining the marketing problem, developing the proposition, writing a good brief, and answering it with a creative and 'relevant abruption'.
This was one of the most enjoyable, refreshing and somewhat confronting chats I’ve had on the podcast. If you want to hear diverse opinions from some of the world’s most innovative thinkers, then this is it. But brace yourself, Steve pulls no punches.
And I absolutely love it. And I know you will too. Cheers.
You can connect with Steve here: https://www.linkedin.com/in/steve-harrison-b660b912
Buy 'Can't Sell Won't Sell' here: https://www.amazon.com.au/Cant-Sell-Wont-Advertising-politics/dp/0957151519
And find out more about the version of 'How to do better creative work' produced for those with dyslexia at: https://leoreader.com/
Read the IPA's 'Crisis in Creative Effectiveness' report here: https://ipa.co.uk/knowledge/publications-reports/the-crisis-in-creative-effectiveness

Our GDPR privacy policy was updated on August 8, 2022. Visit acast.com/privacy for more information.

  continue reading

35 에피소드

Artwork
icon공유
 

저장한 시리즈 ("피드 비활성화" status)

When? This feed was archived on October 13, 2022 15:19 (1+ y ago). Last successful fetch was on August 31, 2022 14:51 (1+ y ago)

Why? 피드 비활성화 status. 잠시 서버에 문제가 발생해 팟캐스트를 불러오지 못합니다.

What now? You might be able to find a more up-to-date version using the search function. This series will no longer be checked for updates. If you believe this to be in error, please check if the publisher's feed link below is valid and contact support to request the feed be restored or if you have any other concerns about this.

Manage episode 306732654 series 3004871
James Barrow에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 James Barrow 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.
Has the advertising industry been so busy trying to save the world, that it has lost sight of its commercial purpose?
I’m kicking the year off with what many believe is one of the major problems plaguing the advertising industry, a creative effectiveness crisis. And I had the great pleasure of discussing the issue with one of my favourite advertising thought leaders, Mr Steve Harrison.
Steve Harrison is a copywriter, creative director and author regarded by Campaign Magazine as the greatest Direct Marketing Creatives of his generation. He was European Creative Director at OgilvyOne and Global Creative Director at Wunderman. He started his own agency, HTW, where he won more Cannes Lions in his discipline than any creative director in the world.
He is the author of highly respected books like ‘Changing the world is the only fit work for a grown man’; ‘How to write better copy’; and ‘How to do better creative work’. And his latest book ‘Can’t Sell, Won’t Sell: Advertising, Politics and Culture Wars’ has been described by the IPA as the most provocative advertising book we’ve seen in years.
Steve and I tackle many of the topics covered in ‘Can’t Sell Won’t Sell’, debate what’s gone wrong with advertising, the cultural and political impacts on it, and what we need to do to fix it. And he shares his refreshingly inspiring and straightforward processes, that simplify everything from defining the marketing problem, developing the proposition, writing a good brief, and answering it with a creative and 'relevant abruption'.
This was one of the most enjoyable, refreshing and somewhat confronting chats I’ve had on the podcast. If you want to hear diverse opinions from some of the world’s most innovative thinkers, then this is it. But brace yourself, Steve pulls no punches.
And I absolutely love it. And I know you will too. Cheers.
You can connect with Steve here: https://www.linkedin.com/in/steve-harrison-b660b912
Buy 'Can't Sell Won't Sell' here: https://www.amazon.com.au/Cant-Sell-Wont-Advertising-politics/dp/0957151519
And find out more about the version of 'How to do better creative work' produced for those with dyslexia at: https://leoreader.com/
Read the IPA's 'Crisis in Creative Effectiveness' report here: https://ipa.co.uk/knowledge/publications-reports/the-crisis-in-creative-effectiveness

Our GDPR privacy policy was updated on August 8, 2022. Visit acast.com/privacy for more information.

  continue reading

35 에피소드

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