You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract It's Time to Toss Those 'Best Practices' Out the Window Here's Why: They're Commoditized, Over-generalized, Limiting and Just Plain Wrong By Zephrin Lasker, Published on May 19, 2010 14 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.