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Kiwi ad exec Damon Stapleton on where great ads come from

Damien Venuto
By
Damien Venuto

Damien Venuto is a business writer for the New Zealand Herald

It took 16 scripts, each featuring slight variations - a nip here, a tuck there - to get to the one eventually used in the latest Lotto ad.

A cynic might observe, "what's the point?