Not everything has to be custom in marketing you know.

Many marketers and advertisers put stress on themselves and others when creating "big ideas" but they tend to think that big ideas mean - never been done before.

Instead marketers need to shop around more and see what is already on the market - what is happening, what has happened - and how they can learn from it.

Creativity is not about "newness" or "oginallity" - its about combining things in effective and interesting ways.