I say daunting because our agencies are full of smart people. Would we offend by selecting only 12? The truth is that Ideas People are special. Influencers and thinkers, they make things happen and never in the most conventional way. This compilation of interviews first published in Campaign is the story of how Ideas People do what they do. With disarming honesty, each has been open and generous in sharing their creative trade secrets. Requests for a compilation of the interviews has been overwhelming, so here it is. Our thanks to the Ideas People and to The Economist who made it happen.
Last year, The Economist set Campaign the daunting task of identifying and interviewing 12 of media's finest Ideas People.