Written by the author of "The Admakers", "Teach Yourself Advertising", "Meetings","Super Efficiency", "The Manipulators" and "Commercial Breaks", this is an investigation into the art of managing, motivating and controlling creative people in business.

Creative People: How to Manage Them and Maximize Their Creativity

Fletcher, Winston

Business & Money

Arrow (A Division of Random House Group)

During the second half of the 20th century advertising in Britain led the world. In those years advertising boosted economic growth and peoples' affluence. It reached its peak as a proportion of the Gross National Product and increasingly came to touch upon almost every aspect of every individual's life. At the same time the advertising industry was frequently under siege, as politicians, pressure groups, and others constantly sought to restrain its influence--and often succeeded. Yet no history of British advertising covering this heady period has previously been published. During the 1970s and 1980s British advertising creativity led the world. But Powers of Persuasion is not just about advertisements-- it is about advertising. In the second half of the last century Britain was also a world leader in setting industry benchmarks--innovating the disciplines of account planning and market research, setting the standard for public service advertising, launching global advertising awards festivals, introducing the best system of advertising regulation, setting up the world's largest advertising archive, and the most comprehensive on-line advertising research databank in the world. All these were the keystones on which British creativity was build. Simultaneously, British advertising companies--particularly Saatchi &amp; Saatchi and WPP--took their place among the world's greatest. Powers of Persuasion tells the authoritative story of this dynamic, exhilarating era, with pen portraits of the personalities involved, anecdotes, case histories, and essential data. Written from the inside by one of the industry's leaders, it is a book for advertising specialists and the general public alike.

Powers of Persuasion: The Inside Story of British Advertising

Marketing & Sales

Oxford University Press

John Wanamaker famously observed that "half the money I spend on advertising is wasted; the trouble is, I don't know which half." Indeed, though advertising is pervasive in our society, how it works (if and when it works) is not a question most of us can answer. In this Very Short Introduction, Winston Fletcher, a seasoned advertising veteran with extensive inside knowledge, offers an illuminating look at this billion-dollar business, dispelling some of the myths and misunderstandings surrounding the industry. Fletcher offers a short history of advertising and explains how the industry works and how each of the parties--the advertisers, the media, and the agencies--contribute to the process. He also looks at the financial side of advertising and asks how today's Wanamakers know if they have been successful, or whether their money has in fact been wasted. The book concludes with a discussion of controversial and unacceptable areas of advertising, such as advertising aimed at children and the promotion of products such as cigarettes and alcohol.

Advertising: A Very Short Introduction

Arts & Photography

Graphic Design

Meetings, Meetings: How to Manipulate Them and Make Them More Fun

Management & Leadership

William Morrow & Co.

African Gospel

M.Joseph

Commercial breaks: Insights into advertising and marketing : selected articles

Advertising Press

· What is creativity? · Are highly creative people really different from everyone else? · How do creative people conjure new ideas from thin air? · How can creative people be managed and motivated? · How can their creativity be maximised within your organisation? Creativity is one of today's most fashionable concepts - Government, business and educationalists all worship at its shrine. Creative people are notoriously difficult to manage. Managing them can be complex and challenging, but also immensely rewarding. Tantrums & Talent explores the subtle, sensitive and often stormy relationships between those that sell their creative talent to organisations, and the organizations that employ them. Wide ranging, authoritative and immensely readable, the first edition of Tantrums & Talent was the first book to be published on this vital subject and has become a management classic. Completely revised and updated this new edition contains the latest research evidence and is a must-read for everyone concerned with getting the best from creative people.

Tantrums and Talent: How to Get the Best From Creative People

NTC Publications

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Books by Fletcher, Winston