Idea Food is all about helping companies create and grow. It began as "Dan Wallace, Copywriter" and I wrote everything from direct response TV ads to brochures to fortune cookie messages. During these years I worked on more than 500 brands and collaborated with dozens of talented designers, art directors, illustrators, photographers and videographers.

Messerli & Kramer asked me to represent them as an ad agency, and "Dan Wallace, Copywriter" became the virtual agency "Dan Wallace, et al." Other clients included The Bureau and Palomino Euro Bistro.

I started Idea Food in 2001 to provide food for thought and creative direction for and with companies, agencies, design firms and consultants. Idea Food is also the brand name for several products that help people learn, create and grow.

Worked on The Wall Street Journal, Coleman, MedCenters and Murray's Steakhouse. Fallon had just won Advertising Age Agency Of The Year, and I sat across the hall from the most recognized writers and art directors in the industry. It was a heady time. Working there inspired me to switch from account management to copywriting.