Of course, I have never agreed that creativity is the great contribution of the advertising agency, and a look through the pages of the business magazines should dramatize my contention that much advertising suffers from overzealous creativity-aiming for high readership scores rather than for the accomplishment of a specified communications task. Or, worse, creativity for self-satisfaction. -Howard Sawyer, Vice President, Marsteller, Inc.
( Robert W. Bly )
[ The Copywriter's Handbook: A ]
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