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A guide for people who must, at one time or another, manage, lead, direct, inspire, and be responsible for the work of `creatives.' Written by a highly successful advertising agency creative director, it gives readers an insight into the creative processes and offers specific techniques for producing a better product. Spicing his directives with funny anecdotes, Keil explains how to judge a creative project, what to do about creative stagnation, how to make a presentation, and even how to hire, evaluate and fire creative people.

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John Mullan Keil was born in Rochester, New York on December 30, 1922. During World War II, he was a bombardier. He received a degree in economics from the University of Rochester in 1944. After an unsuccessful attempt at an acting career, he became a copywriter and worked for several advertising firms before starting at Dancer Fitzgerald Sample. While there, he worked on ad campaigns for Toyota, Cheerios, and Life Savers. He was best known for creating and voicing McGruff the Crime Dog for the National Crime Prevention Council. He wrote two books on creativity in a corporate setting entitled The Creative Mystique: How to Manage It, Nurture It and Make It Pay and How to Zig in a Zagging World: Unleashing Your Hidden Creativity. He died on August 25, 2017 at the age of 94.

(Bowker Author Biography)