'The art of storytelling in the modern age is fundamentally important. So, how we create stories for a screen-based culture is vitally important to master' (Hegarty, 2011, p.96-97).

This paper explores the potential benefit of fusing aspects of creative writing with the curriculum of the BA Creative Advertising programme (BACAP) at Leeds College of Art (LCA) in order to address Sir John Hegarty's assertion. In particular it will focus on the characteristics of the 'classical paradigms' used in creative writing. A questionnaire was conceived to draw opinion from some of the world's leading authorities/practitioners in advertising and colleagues in Higher Education at both undergraduate and postgraduate level delivering similar programmes. A review of the theoretical literature will also provide the debate and dialogue to inform and determine the outcome.