Ukwaziswa Kulindele Ngaphakathi Kwalezi Eziyisikhombisa Ezibulala Umbulali
Kunezincwadi eziningi zokukhangisa ezinhle kakhulu lapho lapho umuntu oyedwa okufanele azifunde ngesikhathi sokuphila. Kodwa ezinye aziphuthelwa kakhulu. Ama-must-reads aphelele kufanele ahlulwe lapha, futhi kudingeka afunde kunoma ubani, kunoma yisiphi isici sokukhangisa, ukumaketha noma ukuklama.
Nokho, lezo ziyisisekelo nje se-iceberg. Nazi ezinye izikhangiso zokukhangisa, zokukhangisa nezokuklama ezingu-7 okufanele uzifake ohlwini lwakho lokufunda. Zinezipho ezinhle kubantu abadala empilweni yakho.
01 Indlela Yokukwenza Kakhulu Umsebenzi Wokubambisana nguSteve Harrison
Nginothando oluthile lwale ncwadi ngoba nginenhlanhla ngokwanele yokusebenza ngaphansi kukaSteve Harrison eLondon. Kuze kube yilolu suku, eminyakeni engaphezu kweyishumi kamuva, ngisithola ngiphakamisa amazwi kaSteve kwabanye abantu, futhi ngilungisa kaningi ikhophi yami. Isikhathi engangichitha noSteve, omunye wabaqondisi bokudala abangcono kakhulu ebhizinisini, kwakungenasisekelo. Isizathu silula; USteve uthatha inkunzi futhi uyinikeza ngqo. Ngaphezu kwalokho, akachazi nje izinkinga, kodwa unikeza izixazululo ezinengqondo. Encwadini, uzofunda ukuthi kuthatha ukuthatha ukudala ngempumelelo, okusho ukuza nemibono emihle empeleni edayisa. Ubuye achaze izimiso zokwakhiwa kwezimpawu, izethulo zokudala, indlela yokuba umqondisi wokudala nendlela yokuqhuba ibhizinisi eliphumelelayo. Konke kwenziwa ngendlela elula ukuyifunda, futhi akunakwenzeka ukukhohlwa. Egcwele izibonelo zezinye zokukhangisa ezihamba phambili nokukhangisa okuqondile (okuvame ukunganakwa yi-snobs yomkhakha), lokhu kuyadingeka ukufunda. Lokhu manje kubhalwe njengencwadi ebiza kakhulu kunazo zonke ukuthengiswa okudayiswe, ngamanani ashaya ngaphezulu kwe-£ 3,400 ikhophi. Kuphezu kwe $ 4,000 ngesilinganiso samanje sokushintsha. Kusukela ngaleso sikhathi, izinto ziye zancipha, kodwa zisatholakala kuphela kubathengisi bangebude bezingu-$ 100 mark. Futhi kufanelekile zonke izinkulungwane ezibomvu.
(Ngendlela, uma uke ufunde le Steve, ngiyabonga nge-best experience experience engake nginakho. Ngizokwenza futhi ngenhliziyo.)
I-Creative Mischief ngu-Dave Trott
I-Trott ingumlando ophilayo ebhizinisini lokukhangisa, ngombono okhaliphile nolimi olunamandla. Akesabi ukutshela ukuthi kunjalo, futhi ngezinye izikhathi amazwi akhe azizwa efana ne-earlobe. Kodwa into efanelekile. Wavula enye yezinhlaka ezikhangisa kakhulu zokusungula izikhangiso ze-1980s - GGT. Umsebenzi wawo wawuphumelele kangaka futhi ungenakugwenywa, waze wafumana izinsongo zokufa ezivela ku-Ayatollah Khomeini nokunye okungafuneki kumathanga amaKray. Manje, ku-Creative Mischief, inkosi ye-mayhem ikutshela indlela yokukhangisa ngendlela efanele futhi usebenze i-ejenti lesikhangiso. Uzofunda ngokubaluleka kokuqinisekisa ukuthi ukukhangisa kwakho kuqaphela (okubonakala kungavamile ukukusho, kodwa izikhangiso ezimbalwa empeleni zenza ukuqhuma). Uzothola ukuthi ungenza kanjani izikhangiso ezingakhohlwa. Futhi uzoba ne-ton of laughing inqubo. Incwadi enhle, inconywa kakhulu.
I-Hegarty ekukhangiseni nguJohn Hegarty
Umlingani osungula u-Bartle Bogle Hegarty, omunye wezinhlangano zokukhangisa ezithonya kakhulu futhi ezibalulekile emhlabeni, uJohn Hegarty uyisithonjana. Manje, uhlanganyela lokho akufundile mayelana nokukhangisa, ukuklama, eLondon kanye nakho konke okuphakathi. Njengoba u- Hegarty engekho fan of ikhophi (ubizwa ngokuthi "amazwi kuyimbangela ekukhulumisaneni") kumele kube nzima ukuba agcwalise incwadi egcwele. Kodwa uyakwenza ngesitayela sangempela, amahlaya nokungahloniphi. Futhi uma kukhona kunoma yiliphi ibhizinisi elihilela ukukhangisa, uzothola incwadi oyithola kunzima ukuyibeka phansi. Ngokuyinhloko, isahluko sendlela yokuba umqondisi wokudala igolide. Kuyifushane, kuze kube sekugcineni futhi ifuna ukufunda okuningi. Thola le ncwadi. Thenga amakhophi kubangani.
Lalela Funda Kudivayisi kuphela Kwengeziwe Buka Kufakiwe 4 Sorry for The Lobsters by Neil French
Omunye wabakopishi abakhulu kunazo zonke, u- Neil French wangena ekukhangiseni indlela endala eyenziwe; okungukuthi, wavele ewela lapho kungekho nezinye izisebenzi ezifanelwe naye. Lucky kithi waba umlobi oncomekayo ongakwazi ukuphikisa ikhophi kanye ne-prose njenge-Olympic gymnast. Le ncwadi ibonisa impilo kaNeil nemisebenzi yakhe, ngezahluko ezinikezwe isiteleka sakhe njenge-bullfighter, isikhathi esichitha ekulawuleni i-akhawunti, ukwakheka kwe-ad agency yakhe yokuqala, kanye nezingxabano ezalandela. Njengoba i-autobiography eningi njengeyincwadi yokukhangisa, kokubili ihlekisa futhi inquma ngendlela elinganayo. Ngama-dollar angu-50 akusho eshibhile, kodwa ngokuhlakanipha kunikeza, kungukuba.
I-D & AD: I-Copy Copy
Uhlelo olusha olusungulwe futhi oluhlelwe kabusha lwe-D & AD Copy Book yangempela, okwakushicilelwa esikhathini esidlule, le nguqulo entsha manje ifaka umsebenzi owenziwe eminyakeni engu-15 edlule. Njengalokhu kusengaphambili, le ncwadi inezinhlobonhlobo zabanye abakopishi abakhulu kunazo zonke embonini yokukhangisa. Bafaka uDavid Abbott, uLieonel Hunt, uSteve Hayden, uDani Wieden, uNeil French , uMike Lescarbeau, u-Adrian Holmes noBarbara Nokes. I-superstar ngayinye ye-copywriting yembula ukuthi isebenza kanjani, kungani yenza lokho abakwenzayo, nokuthi ungaba kanjani umbhali ongcono noma ukudala. Ibuye igcwele izibonelo eziningi zomsebenzi wazo. Thenga lokhu, ubheke njalo, uphefumulelwe, futhi mhlawumbe ngolunye usuku uzoba nomusa amakhasi omagazini olandelayo.
Omunye Omunye Omunye Olingana Nababathathu nguDave Trott
Enye incwadi kaDave Trott? Yebo. Eqinisweni, zonke izincwadi ezake zibhalwa nguMnu. Trott omkhulu kufanele zifunde, futhi lokhu akufani. U-Dave angakwazi ukugcoba indaba ngezinga elihle lokuhleka nokuhlaziya, futhi kwenza ukufunda izincwadi zakhe kube nomoya ophelele. Eqinisweni, uma unempelasonto mahhala, uzoqedela lokhu kalula, bese ubuya futhi ulifunde futhi. Egcwele izindaba ezimangalisayo ezivela emsebenzini wakhe, kanye nezibonelo eziyinhloko ezivela emlandweni, lokhu kuyi-masterclass ekucabangeni kokudala, nasekuxazululeni izinkinga. Futhi wonke umuntu ofunda le ncwadi ngokuzumayo uzithola ephefumulelwe ukwenza umsebenzi ongcono, futhi wenze okuningi. Akuyona nje isiqalo somlilo, kuyisikhungo se-nyukliya. Yeka lokhu ngengozi yakho siqu.
Ukushintsha Izwe Kuwukuphela Kokusebenza Okufanelekayo Kwendoda Ekhulile nguSteve Harrison
Kungenzeka ukuthi awuke uzwe okuningi, uma kukhona, mayelana noHoward Gossage osekupheleni kwesikhathi. Ukuthi wayeyithonya elikhulu ekukhangiseni kwanamuhla kwakuyofana nokusho ukuthi i-Beatles yayishukumisela isizukulwane. I-Gossage yayingesiyena isikhangiso ngomqondo wendabuko. Ngokuqinisekile wayengeyena umuntu onjengaleyo elula ukuyicisha njengoba uBill Bernbach noma uLobert Burnett, ababengabaphathi bemikhumbi yabo, kodwa bagxile kunhlobo oluthile lokuxhumana. Gossage wayengumlobi, umcabangi, isazi sefilosofi, futhi wayeseneminyaka engamashumi eminyaka ngaphambi kwesikhathi sakhe. Eqinisweni, amasu amaningi esiwasebenzisa namuhla ku-guerrilla, abezindaba bezenhlalo, nokukhangisa okuhlangene kungalandelwa emuva ezindleleni zakhe. Wayengumuntu ohlakaniphile. Futhi ebhala ngaye, omunye umuntu ohlakaniphile - uSteve Harrison. Ngemuva kokunqoba amanye ama-Cannes Direct Lions kunanoma yimuphi omunye umuntu kule planethi, uyazi izinto zakhe. Thola le ncwadi.