Why copywriters and creatives need to be critics too

Fans of fizzy drinks and internet furore may well have noticed that Pepsi recently launched – and then sheepishly de-launched – a new advert.
 
The feedback was full, frothing and not especially charitable, particularly from certain corners of ad land who saw this as a perfect, if not entirely brotherly, opportunity to swing a sockless loafer in the direction of internal creative teams.
 
Enough words and spittle have been directed at the creative and narrative failings of