Before I start I feel that ought to point something out.
Once before when I wrote a piece in which I praised a few people, by name, in our industry I was accused by someone (I forget who) of being an advertising ‘luvvie'.
Well, the thing is I am about to offer some more public praise to an industry peer.
There are several creative directors in our industry that I admire, like and respect. But, for me, Steve Harrison is the best, no argument. He talks sense and the proof is in his achievements. (Who can forget the DMA Awards 2004? His agency dominated, totally dominated.)
Now he has demonstrated an ability not only to talk sense but write sense too.
In ‘How to do better creative work' Steve has managed a number of achievements.
It is a very, very useful handbook - most of the chapters are along the lines of ‘How to be more creative', ‘How to have a big marketing idea' and ‘ How to sell creative work'.
It is immensely readable too. Like a good novel it's a page turner, thanks to his compelling views and easy conversational style.
Try this: "Indeed, if you watch TV, read magazines, go online, listen to the radio or open your direct mail, you'll know that 90 per cent of marketing communications are self-indulgent, vague, dull, irrelevant wastes of the client's money, the prospect's time and the earth's resources". Nicely put.
There are also a whole bunch of those ‘I wish I had done that' pieces of work featured as case histories, such as the brilliant Xerox idea featuring artist Gavin Turk and the mould-breaking M&G campaign.
It is also worth noting that one other of the case histories, the one in fact which Steve sites as his favourite, is a digitally-based piece for Voltswagen Golf.
Worth noting because a couple of years ago he was labelled a digital-denier for some of his opinions. I don't believe this was ever the case. It is more to the point that he (rightly) sees digital in a broader context as being another channel, albeit a very powerful one.
Throw into the mix that the book is cleanly designed to support pertinent points, and you have a well-rounded piece of thinking in a very neat package.
Proving the point of how well this package works is apparent by just opening the book at random. Do so and you are guaranteed to find yourself reading something insightful, something useful and something entertaining.
(Although he's not keen on the random approach; the introductory paragraph of Chapter 5 telling you to "...Go on, bugger off. You can't do the kind of effective creative you'll be proud of unless you do all the prep work I've described earlier".)
At the heart of his thinking, and consequent approach, is the simple idea of ‘great interruptive ideas'. This is the belief that any piece of marketing work in any medium has to stop the audience dead in their tracks.
This book not only teaches how to go about this aim, it is the living embodiment of the idea. In a world of stuff; self-indulgent, vague, dull, irrelevant (you get the idea) stuff, this book is a great interruptive idea.
Whatever level you are at in our industry; beginner, on the journey or heading-up an agency, and whether you are a creative, planner, account handler or CEO, there is plenty in this book from which you will learn.
And we should all still want to learn in order to push ourselves still further. It is particularly worth noting the David Ogilvy quote that Steve sites in answer to the question as to when he first felt secure about himself and his reputation; "About five years ago" he replied. Mr Ogilvy was 85 years old at the time.
Although this is a book about marketing I would like to finish with a strong call-to-inaction; please do not buy this book. Not because I am concerned about a ‘luvvie' accusation again were I to encourage you to do otherwise.
Rather because it is bad enough in this world knowing that I may again at some point be pitching against Steve Harrison. I can do without pitching against a whole bunch of people employing his learning too.
Gary Sharpen is executive creative director at WDMP
Comments
We can assume from this slight and sycophantic review that Mr Sharpen never had the pleasure of working with Mr Harrison. Wouldn't we all learn more about creativity from someone who aimed for the D&AD stars rather than someone who excelled in the grubby pond that is traditional junk mail.
Sad to see David Miller turn a simple book review into a personal attack. But then again, such a vicious, unnecessary and uncalled for attack, coming what must be 15 years after they last worked at the same agency - coupled with a sideswipe at the good, decent creative director reviewing it and the entire DM industry to boot - is typical of the man. Gary Sharpen is neither slight, nor a sycophant. Still, David never did really care who got in the way of his swinging hands.
And as for calling a whole channel of the communications industry a 'grubby pond' - as if it were somehow beneath him - what was this ex-Chairman of Ogilvy Direct \(no less) doing while Steve Harrison was helping to make O&M Direct the best creative shop in the business? Of course, he was grubbing about in that same pond, only well out of sight of the creative mudskippers. True, Steve excelled in DM, because that was what he worked at. You can only play what's in front of you, but one can hardly describe what Steve produced as 'traditional junk mail'. He excelled because he solved clients' problems in brilliantly unusual ways.
Speaking as someone who has had the mixed fortunes of working with both of them at Ogilvy, I know which gave me more pleasure. Working with David is the opposite of working at Ogilvy and Mather, in that it feels like a giant is standing on your shoulders.
To be honest, I'm surprised to see David championing creativity , since it's not an interest he wears on his sleeve when you're working with him. So to read this feels a little like seeing Gary Glitter campaigning for child safety.
One can only assume from the 'traditional' DM qualifier that this is simply a thinly-veiled plug for whatever pond David is dredging this week. Either that, or it's simply the zeal of the outshone egotist cursing the door as it slams behind him.
Yes, that comment seemed unnecessarily harsh and more than a little nasty to me.
Harrison undoubtedly raised the bar in direct commuications, taking it way above 'junk mail'. There were, of course, a lot of chip shop pieces that won awards \(and tales of fishy award entry practices) which slightly taint the record in my view. But there was plenty of outstanding work for big clients that got resuts and built brands.
And anyway, there are plenty of 'junk' TV ads, press and posters: so what's your point?
I would have thought that in order to comment on a book review one should have actually read it. How naive of me!
Having spent a sunny Saturday afternoon reading it, I can only agree with Gary Sharpen.
If you like reading, read Steve's book. He is a superb writer.
If you are also in marketing/advertising/swim in the grubby pond, read it and re-read it - preferably at regularly intervals. It's worth it.
It is a book with a point of view, beautifully demonstrated with lots of examples.
The only frustrating thing about it is that at the end you are left with the overpowering feeling that very few people can ever aspire to be half as good as he is.
With the exception, obviously, of David Miller:-))))
It is not wise of Miller to foul the nest that gave him shelter.
If much direct work is grubby , which it is, that is because too many of those responsible - like Miller - take no pride in doing a good job.
Steve Harrison does.
Of all the many good copywriters I was fortunate enough to hire in the last 40 years, Steve Harrison was the best.
Come to think of it, how on earth did Miller crawl to the top of Ogilvy Direct, and what did he achieve? His remarks, besides being needlessly personal, bring a new depth of meaning to the phrase "ill-informed."
As someone who probably, more than most had the pleasure of working with Steve Harrison, I am perplexed and disappointed by the comment from David Miller. I do not dispute that Steve was not always the easiest person to work with, but he was by far the most talented I have so far encountered. The choice of an easy route or a hard one one, enriched by creativity, is a clear one to me. Great book also, I can hear Steve saying the words as I read it.
Its seems this review has become one of Steves book, and one of the man himself. I shall follow suit, from the perspective of a 3rd year advertising student.
Having recently had the pleasure of meeting Steve Harrison at an insightful talk he gave at my university not too long ago, I found him to talk complete sense. Subsequently, when reading his book, during almost every chapter i found myself scribbling notes that i had barely even considered in my time creating 'creative' work. His account of how he ran his departments can only be seen as 'gems' to me, a young creative who's one of many goals is to one day run a successful creative department himself. I feel once again it is the sense that steve talks that contained me, I would say common sense, but i don't believe such sense is all that common. For me, Chapter 6 - "How to build a brand and get response..." was the highlight. This held the most 'gems' for me personally. The book contains numerous points of thought and taught me what i now regard as a fundamental for good advertising... as Steve so eloquently puts it, 'Relevant abruption.'
As a student I am encouraged to conjure up the most outlandishly interesting ideas, reading this book reminded me that if all my work is not both relevant and abruptive then they are simply another thing to ignore amongst the other 2000+ comms we are subjected to everyday. I plan to apply this thought strongly throughout my future work, as it is obviously a route to success. Steve having demonstrated this to embarrassing levels.
I like Steves manner and tone of voice throughout the book, making it easy reading and therefore easy brain food for me to take with me through my career in advertising.
Having read the previous comments, I am choosing not to entertain David Miller's comment and instead base my comment on the article and its subject. Having read the book, I completely agree with Gary Sharpen's view. It is a very compelling read, that is easy to digest and full of insight. Steve Harrison manages to make his writing as clear and concise as the words that come out of his mouth. I'm sure anyone who has had the pleasure of conversing with Steve will agree he has a lot of sense to speak. That, or he is a master of making people come round to his way of thinking. Either way, I find his views both interesting and valid. As I'm sure will anyone else who reads the book.
Comments
David Miller - 30/11/2009
We can assume from this slight and sycophantic review that Mr Sharpen never had the pleasure of working with Mr Harrison. Wouldn't we all learn more about creativity from someone who aimed for the D&AD stars rather than someone who excelled in the grubby pond that is traditional junk mail.
simon sinclair - 03/12/2009
Sad to see David Miller turn a simple book review into a personal attack. But then again, such a vicious, unnecessary and uncalled for attack, coming what must be 15 years after they last worked at the same agency - coupled with a sideswipe at the good, decent creative director reviewing it and the entire DM industry to boot - is typical of the man. Gary Sharpen is neither slight, nor a sycophant. Still, David never did really care who got in the way of his swinging hands. And as for calling a whole channel of the communications industry a 'grubby pond' - as if it were somehow beneath him - what was this ex-Chairman of Ogilvy Direct \(no less) doing while Steve Harrison was helping to make O&M Direct the best creative shop in the business? Of course, he was grubbing about in that same pond, only well out of sight of the creative mudskippers. True, Steve excelled in DM, because that was what he worked at. You can only play what's in front of you, but one can hardly describe what Steve produced as 'traditional junk mail'. He excelled because he solved clients' problems in brilliantly unusual ways. Speaking as someone who has had the mixed fortunes of working with both of them at Ogilvy, I know which gave me more pleasure. Working with David is the opposite of working at Ogilvy and Mather, in that it feels like a giant is standing on your shoulders. To be honest, I'm surprised to see David championing creativity , since it's not an interest he wears on his sleeve when you're working with him. So to read this feels a little like seeing Gary Glitter campaigning for child safety. One can only assume from the 'traditional' DM qualifier that this is simply a thinly-veiled plug for whatever pond David is dredging this week. Either that, or it's simply the zeal of the outshone egotist cursing the door as it slams behind him.
Damien Parsonage - 03/12/2009
Yes, that comment seemed unnecessarily harsh and more than a little nasty to me. Harrison undoubtedly raised the bar in direct commuications, taking it way above 'junk mail'. There were, of course, a lot of chip shop pieces that won awards \(and tales of fishy award entry practices) which slightly taint the record in my view. But there was plenty of outstanding work for big clients that got resuts and built brands. And anyway, there are plenty of 'junk' TV ads, press and posters: so what's your point?
marta caricato - 03/12/2009
I would have thought that in order to comment on a book review one should have actually read it. How naive of me! Having spent a sunny Saturday afternoon reading it, I can only agree with Gary Sharpen. If you like reading, read Steve's book. He is a superb writer. If you are also in marketing/advertising/swim in the grubby pond, read it and re-read it - preferably at regularly intervals. It's worth it. It is a book with a point of view, beautifully demonstrated with lots of examples. The only frustrating thing about it is that at the end you are left with the overpowering feeling that very few people can ever aspire to be half as good as he is. With the exception, obviously, of David Miller:-))))
Drayton Bird - 07/12/2009
It is not wise of Miller to foul the nest that gave him shelter. If much direct work is grubby , which it is, that is because too many of those responsible - like Miller - take no pride in doing a good job. Steve Harrison does. Of all the many good copywriters I was fortunate enough to hire in the last 40 years, Steve Harrison was the best. Come to think of it, how on earth did Miller crawl to the top of Ogilvy Direct, and what did he achieve? His remarks, besides being needlessly personal, bring a new depth of meaning to the phrase "ill-informed."
martin Troughton - 18/12/2009
As someone who probably, more than most had the pleasure of working with Steve Harrison, I am perplexed and disappointed by the comment from David Miller. I do not dispute that Steve was not always the easiest person to work with, but he was by far the most talented I have so far encountered. The choice of an easy route or a hard one one, enriched by creativity, is a clear one to me. Great book also, I can hear Steve saying the words as I read it.
Ben Isley - 05/01/2010
Its seems this review has become one of Steves book, and one of the man himself. I shall follow suit, from the perspective of a 3rd year advertising student. Having recently had the pleasure of meeting Steve Harrison at an insightful talk he gave at my university not too long ago, I found him to talk complete sense. Subsequently, when reading his book, during almost every chapter i found myself scribbling notes that i had barely even considered in my time creating 'creative' work. His account of how he ran his departments can only be seen as 'gems' to me, a young creative who's one of many goals is to one day run a successful creative department himself. I feel once again it is the sense that steve talks that contained me, I would say common sense, but i don't believe such sense is all that common. For me, Chapter 6 - "How to build a brand and get response..." was the highlight. This held the most 'gems' for me personally. The book contains numerous points of thought and taught me what i now regard as a fundamental for good advertising... as Steve so eloquently puts it, 'Relevant abruption.' As a student I am encouraged to conjure up the most outlandishly interesting ideas, reading this book reminded me that if all my work is not both relevant and abruptive then they are simply another thing to ignore amongst the other 2000+ comms we are subjected to everyday. I plan to apply this thought strongly throughout my future work, as it is obviously a route to success. Steve having demonstrated this to embarrassing levels. I like Steves manner and tone of voice throughout the book, making it easy reading and therefore easy brain food for me to take with me through my career in advertising.
kieran king - 14/01/2010
Having read the previous comments, I am choosing not to entertain David Miller's comment and instead base my comment on the article and its subject. Having read the book, I completely agree with Gary Sharpen's view. It is a very compelling read, that is easy to digest and full of insight. Steve Harrison manages to make his writing as clear and concise as the words that come out of his mouth. I'm sure anyone who has had the pleasure of conversing with Steve will agree he has a lot of sense to speak. That, or he is a master of making people come round to his way of thinking. Either way, I find his views both interesting and valid. As I'm sure will anyone else who reads the book.