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By Ian Grais, Tom Shepansky and Chris Staples
248 pages, hardcover, $36.99 CAD 
Published by Figure 1 Publishing  
figure1publishing.com

Rethink, a leading Canadian ad agency, wrote the book on its playbook. In Rethink the Business of Creativity, agency founders Ian Grais, Tom Shepansky and Chris Staples share their 55 best tips, tools and processes that “can help create a culture that inspires great ideas, without sacrificing people’s lives or the bottom line.” The book is divided into three sections—People, Product and Profit—with each section introduced by one of the founders and created with contributions from employees (or “Rethinkers”) across the country. Written in a concise and fun style, the book has pithy chapters including “Never Fight A Battle Over Email” and “Find It, Steal It & Make It Your Own,” as well as playful illustrations like the “Are You An Asshole?” diagram. As a step-by-step guide, Rethink the Business of Creativity is packed with advice and how-tos that will help not just creatives, but any business leader or manager looking for ways to inspire her team. The book is also an interesting dive into the inner workings of Rethink. Readers get a peek at everything from how the agency rewards employees (think $300 restaurant dinners); to how they handle meetings (some are “unskippable”); to their process for developing ideas (the first step is 1+1=3), brought to life with examples of Rethink’s marketing campaigns for clients. Though the book’s advice doesn’t come across as overly self-promotional, Rethink the Business of Creativity as a whole is one big advertisement for Rethink, showcasing the agency’s culture and creativity to prospective employees and clients. Brilliant marketing, indeed. —Rebecca Harris

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