Martin Puris believes we are approaching a second Creative Revolution in Advertising. He plans to be part of it—just as he was instrumental in the first Creative Revolution during the Golden Age of Advertising when he founded Ammirati & Puris with his partner Ralph Ammirati in the 1970s. Famous for finding the right words to convey the Big Idea, Martin Puris, as a copywriter, coined such iconic brand concepts as “The Ultimate Driving Machine” for BWM and “The Antidote for Civilization” for Club Med, as well as “UPS, We Run The Tightest Ship in the Shipping Business” and “Schweppes, The Great British Bubbly.” He continues to believe, “Great ideas move the world.” Today, he talks about what should matter in marketing, the elements of memorable advertising, and why he believes he can help today’s clients see what they’re missing.