"All of the above in a charming, personable, tongue-in-cheek style that makes How to Write an Inspired Creative Brief not only a pleasure to read, but a well-nigh essential foundation on which to build a successful advertising career." -Dave Butler, Creative Director (retired ), TBWA/CHIAT/Day, Los Angeles "Howard Ibach has written the essential brief for the briefers, a simple, memorable, enoyable book for those who need to practice the art of strategic reduction for a living. He expounds several oft-forgotten principles: simplicity, clarity, collaboration." -Steve Wehrenberg, CEO, Campbell Mithum Advertising, Minneapolis

A look into what lies behind creativity from one of the advertising industry's leading players Creativity isn’t an occupation; it’s a preoccupation. It is challenge for everyone in the modern world—from business and advertising to education and beyond. Here, the world-famous advertising creative John Hegarty offers a pocket bible of creative thinking, aimed at provoking, challenging, and inspiring greater heights of innovation. From Renaissance art to rock ‘n’ roll, Hegarty takes a wide-angle view of creativity as he sets out to demystify the many ups-and-downs that can arise during the creative process. Paralyzed by the blank page? Daunted by cynics in the workplace? Money leading you astray? Hegarty combines personal experience and anecdotes along with clear, pragmatic, and good-humored insight into tackling all creative challenges head on. Over fifty entries, including “Good is the Enemy of Great,” “Respect Don’t Revere,” “Get Angry,” and “Bad Weather” relay useful and generous advice on how best to improve, sustain, and nurture creativity in any profession. Accompanied by copious irreverent line drawings from Hegarty’s own sketchpad, Hegarty on Creativity is concise, accessible, and richly rewarding.

In a step-by-step process, Howard demonstrates how five key ingredients on every creative brief work together to produce the single-minded proposition (SMP), the singular message that explains your brand's promise. Then he introduces you to two thought leaders who offer alternative ideas on where the creative brief can go.

Writing That Works is a concise, practical guide to the principles of effective writing. In this revised and updated edition, Roman and Raphaelson reveal how to improve memos, letters, reports, speeches, resumes, plans, and other business papers. Learn how to say what you want to say with less difficulty and more confidence.

In the Creative Brief Blueprint, Kevin McTigue and Derek Rucker merge decades of academic insights and practical experience to offer an approachable and actionable guide to crafting successful communications strategy.

YOUR GO-TO GUIDE FOR EFFORTLESS WRITING. This classic, easy-to-follow guide teaches you foundational skills to improve your writing and express yourself clearly in essays, emails, reports, and more. Knowing how to commuicate through clear, articulate writing is an essential skill in today's world. Whether it's a college application essay, class paper, or professional report, you need to be able to express your thoughts clearly and with appropriate context. This updated third edition of Writing Smart sets you up for success with step-by-step approaches for all types of writing, from essays to academic assignments to workplace emails. Get ready to build your confidence and improve your skills with writing that makes an impression. INCLUDES CHAPTERS COVERING: • Fundamental grammar rules and terms • How to construct sentences and choose the right words • The best ways to approach exam essays, research papers, professional emails, and more • Processes for editing and revising your own work to achieve the best possible result