obody can question the power of advertising. No one can deny its magic. But of late, we see a new trend coming into play - and not a very healthy trend at that. Look anywhere and you'll find youngsters queueing up to join an ad agency. There are thousands of people who want to work in the creative field, write copy and create art. All quite heartening.

The problem starts after they join an agency. When you want to read, you start by learning your ABC. You start with the basics. But today's youngsters seldom pay any attention to the basics - they simply don't think it's important. They think they know it all.... more