Maybe the idea’s been had.

When you don’t have an idea, maybe you should ask around and see if anybody else has one. But don’t spend all day jawing with other creative people. Start with the producers. They know filmmakers, talent and music.

Art buyers may know a photographer or illustrator with a great idea and no place to sell it. What about content managers or digital strategists? Social? PR?

Sometimes, the idea has already been had. Your job is simply to find it and present it. And make sure you include your source in the credits.

You might need them again on your next project.


David Fowler created long-running advertising campaigns for Motel 6 ("We'll leave the light on for you"), BP ("Beyond Petroleum"), Fanta ("Wanta Fanta"), Claritin ("Claritin Clear") and many others. His forty-year creative career included twenty years at Ogilvy & Mather in New York, as well as stints at Goodby, Silverstein in San Francisco, Ammirati & Puris in New York and The Richards Group in Dallas.