Got a looming deadline, a blank sheet of paper and an uncooperative imagination?

No problem.

Just steal somebody else’s idea.

That’s right – brazenly kidnap the concept from somebody else’s work of genius – a TV spot, perhaps – and write it down right there on your little blank sheet of paper.

Just scribble out the original logo and substitute that of your client.

Now the barrier is broken; the sheet is no longer blank.

You, my friend, have got an idea.

Who gives a rat’s ass if it’s not really yours?

Especially since your hitherto uncooperative imagination is now starting to stir, taking note of these scribbles and getting excited about this whole kooky project.

The next step is to build a campaign from your single hijacked concept.

What are two or three more companion TV spots? How does it work in outdoor? What about a micro-site? Ambient? What about Spacebook or MyFace?

Oh my.

In pretty short order, you’ve got a whole campaign.

Now here’s the important part: throw away the purloined idea.

By now it’s pretty much the weak sister in the whole campaign anyway, given that any stolen idea never really quite fits with your client’s brand, strategy and brief in the first place.

But all the original stuff you just created does.

Damn, you’re smart.

Now go ask for a raise.

- Craig Cooper