Letter: Creatively Borrowing an Idea Is a Good ThingI just caught up with the cover article on the use of oversized postcards ("Oversized Cards Tout Downsized Costs for Creative Staff," June 28). Kudos to Sean Bisceglia for saying he can't take credit for the concept because he got a similar format in the mail ... but don't be so modest, Sean.
In our business, creatively borrowing from other marketers is a good thing. The fact that a format shows up repeatedly means that it works and also that it's something the audience is comfortable seeing.
In fact, I think I'll go out and write copy for a jumbo postcard right now!
Otis Maxwell, freelance copywriter