There is nothing more fragile than a great idea in the wrong hands.
“The problem is,” says Bob Isherwood, “ideas have to be executed. Someone has to be able to art direct it, someone has to be able to write the copy, otherwise the idea doesn’t end up looking very good. I think there is a lot missing in what are basic craft skills.”
The strongest ideas in this book are the simplest. And in every case, their art direction has kept them focused. To the unwary, the word craft can imply complexity; crafting an ad means complicating it, layering it with dozens of executional touches, decorating it to death.
Craft really means ...