here was a time when creative people were creatures you kept safely chained up in the agency while the suits and ties of the office took layouts and scripts to the client. And the suits would come back from these meetings, punch a fist in the air (just like in those ad films) and cry, "Sold!"

Then came the day when the animal called the copywriter was taken along, although on an imaginary leash, as it was believed that an ideas person could describe and sell an action film quite well, or be able to bring tears to the client's eyes while describing a deeply emotional scene because the servicing guys usually read out the audio and video columns like the 9 O' clock news.... more