May 6, 2018 "Great production starts with colourful copywriting that activates senses and stimulates imagination." Z100’s former Creative Services Director, Dave Foxx. You can't polish a turd, and YES, it is the truth. No matter how much time you pour into the production of a poorly written script, it will never become the glossy, high ROI tool that you or (more importantly) your client wants it to be. So what makes a script poor? What are the traps that we can fall into when