scamp

A rascal, swindler, or rogue; a ne'er-do-well.

"He is a scamp, he is and it isn't difficult to find his tracks and signs of his reckless shooting, for he can never wait, like other folks, till the birds have had a good start at their play."

A mischievous person, especially a playful, impish youngster.

My nephew is a little scamp who likes to leave lighted firecrackers under the lawnchairs of his dozing elders.

While walking home from the bar, he was set upon by a bunch of scamps who stole his hat.

To skimp; to do something in a skimpy or slipshod fashion.

1884, Samuel Smiles, Men of Invention and Industry His work was always first-rate. There was no scamping about it. Everything that he did was thoroughly good and honest.

“They know our boats will stand up to their work,” said Willison, “and that counts for a good deal. A low estimate from us doesn't mean scamped work, but just for that we want to keep the yard busy over a slack time.”

A preliminary design sketch.

It did not matter that the scamp (simple illustrative line-drawing) it contained could have been done in the pub the night before.

From the scamps, the creative idea can be developed more fully into a proposal for an actual ad. This needs to be clear enough to present to the client.