Teressa Iezzi, I have a problem with this book.
I have a problem with the title.
The idea that only "Copywriters" are the ones that make the ideas is assbackwards, and was never true.
Apart from the title, everything else in the book is correct. The traditional team hasn't really been working since the mid 90s, so that revelation isn't new at all, but it also shows us that the traditional "ads" with headline, tagline and slogan are dead. We write TV shows. We are creating a mobile apps. We're doing an interactive installation. We're making ten thousand jokes to be dispersed on a twitter account. We're writing TV scripts. We're writing long format films for household brands.