Few copywriters are ambitious.

I occasionally use the hideous word creative myself, for lack of a better. If you take the subject more seriously than I do, I suggest you read The Creative Organization, published by the University of Chicago Press. Meanwhile, I have to invent a Big Idea for a new advertising campaign, and I have to invent it before Tuesday. ‘Creativity’ strikes m

WHAT’S THE BIG IDEA? You can do homework from now until doomsday, but you will never win fame and fortune unless you also invent big ideas. It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night.