Ideas can come from anywhere.
How many times have you heard that one? Richard Huntington of Adliterate has heard it one too many times and is therefore out to rebut this “pernicious and destructive cliche.”
Maybe the odd idea can come from anywhere but from whom are breathtaking strategic, creative and executional ideas more likely to come? Who is more likely to be the architect of a ground breaking piece of strategic thinking? Who is more likely to find a creative expression that dramatises it in a way that has never been experienced before. And who is more likely to create an executional approach that mesmerises people? It could be anyone involved in the project but my money is on those people that do this every hour of everyday of their professional lives, people that instinctively know when something is verging on greatness or just a pile of tat.
In other words, trust the professional, point them in the right direction and give them some room to think. This is particularly true for one’s copy needs, since everyone with a keyboard in front of them—especially account execs and clients—believe they’re equipped to write compelling copy. I promise you nothing is further from the truth. Good copywriters are skilled craftsmen with the portfolios to prove it.
