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 Why Future of Industry Isn't About Making Ads Excerpt From New Book 'The Idea Writers' by Creativity Editor Teressa Iezzi By Teressa Iezzi, Published on December 06, 2010 9 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.