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Implosion by Andy Law

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9

FRESH FROM

THE STATES:

THE IDEA

WRITER

I had already written most of this chapter, giving a detailed account of the evolution of the copywriter, when I came across a very interesting book (in many aspects) that kept cropping up over and over again. What was most intriguing was its title: The Idea Writers. Subtitle: Copywriting in a new media and marketing era. Before throwing myself headlong into two hundred-odd pages of text I had succeeded in finding the definition (which had for weeks eluded me) to describe one of the four components of my creative team: Idea Writer. Sounds good.

I admit that for a moment I also thought it was bad news: someone before me had already defined the professional figure I was describing and I could not be ...

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