Drew Kaplan

By Melissa Sepos Some people soak in Palmolive dish detergent; copywriter Kevin Kotowski soaks in creativity. Like most writers, Kotowski, partner at creative agency Olson, Kotowski and Co. in Los Angeles, needs to absorb the qualities, the "hook" of the product he will be writing about. A copywriter for 18 years, Kotowski says the majority of his job is spent absorbing. Catalog copywriters need to be able to assimilate vast amounts of information about a catalog's products and philosophy, its employees and its customers. Kotowski says that all this data, or "front-end" work, is