This is an advertisement book

Author: Lin Yongqiang
Publisher:
Publish Date: 2007-01-01
Features: The author worked in international advertising companies for 15 years. His joys and sorrows, successes and failures, experiences and lessons—whether big or small, from the way he handles people and things to his expressions and gestures—are all revealed with a highly "rule-based" humor. Every word is like a pearl, every line overflowing with the wisdom of an international creative director. His illustrations and designs are masterpieces in themselves. You unconsciously learn a great deal while laughing and admiring.
In the advertising industry, there is often a saying: When someone gets promoted to Creative Director, the industry loses a good copywriter or art director but gains a terrible CD. The truth is, those who can handle copywriting or art directing may not necessarily be suited for creative direction. Moreover, the better a copywriter or art director is, the less likely they are to be a good creative director.
To be a creative director, the basic requirements are: a deep understanding of creativity, preferably with unique insights, and the ability to skillfully manipulate creative techniques. At this professional level, you also need leadership qualities—the least you can do is inspire a few people under you to strive for creativity with enthusiasm and joy.
Finally, you must master the art of creative direction. Indeed, creativity is so subjective, human affairs so unpredictable, and business so demanding. Without a little wisdom, you’ll struggle to make any progress.