Is it always necessary to scrap first ideas?
It is repeatedly said by those in the ad business, that your first 10-20 headlines or ideas are crap and that you should just look at them as simply "flushing the system" of ideas that are tired, hack, or useless. I'm just interested in how many of you believe this, as I play devil's advocate and argue that first ideas can and at times do become brilliant ads and/or campaigns. I don't think a predetermined "timeline" or number is what results in whether the ad will be a success or not. What do you think?