Brands have a responsibility to protect, cultivate and encourage its copywriters because whenever they do their work well your brand is stronger, much better, and more credible.
According to the father of modern advertising Bill Bernbach: “It might well be that imagination is the past unfair advantage we are legally allowed to take over our opponents.”
What he meant was that copywriting elevates brands that are great to brands.
Quality copywriting is being buried by client fear, tickbox reviews, and the continuous, ongoing, irritating belief that anyone and everyone can write
Several years back the judges at the DMA Awards felt that the grade of copywriting had slipped, with good or fantastic campaigns let down by poor writing. Does this imply British copywriting ?
The Soho agencies dominated the world . The ads were enormous, often better than the programs or the stories .
Creatives thrived because they were appreciated. They pushed the media available to their constraints.
Tech > copywriting?
Since that time, technology has brought pitfalls and opportunities like a Snakes and Ladders board, in amount. Copywriting has in certain cases been sidelined in favour of technological solutions.
That is a mistake. To substitute technology is a race to the bottom, although I really don’t think solutions are invalid.
Our DMA Awards Grand Prix winner and the copywriting chops of technology wed. The result was a huge campaign that did wonders for Proximity and The Economist.
Not all brands gratify copywriters to such a level.
To be able to find out what’s going on in the world of copywriting, we made a film comparing the copywriters of now .
The movie was there to promote copywriters to contribute to our poll on the topic, and more than 430 working copywriters responded. Their ideas reveal a functioning copywriter today’s life.
The good news is that copywriters love their tasks. The good thing is that they feel adrift, caught between the market research, the customer along with the account manager.
One of those copywriters who took the census summed-up exactly what many believe:
“Copywriting is overrun by the anticipation to create great work for a variety of media that is growing exponentially; quality copywriting is being buried by customer fear, tickbox reviews, and the continuous, ongoing, irritating belief which anyone and everyone can write.
“Any semblance of humor and character is being thrown aside in a panicked rush to get the salient sales messages in front of the crowd as rapidly as possible — lest they be diverted by something else,” he or she explained (the survey was anonymous).
Why you want good copy
Brands want backup to feed increasing number of content they are having to produce, including social feeds, articles, blogs, advertisements, web pages and more.
The largest single barrier to great work was the absence of briefs, an part of constructing creative.
In the DMA, we because of this decided to begin courses for copywriters, the Writers Labs clubs across the country and the #writerscrawl festival of this week.
And we’re not alone. Copywriter Vikki Ross founded the #copywritersunite meetings, and also the brilliant Duplicate Cabana afternoon (only reconfirmed for 2017) with Andy Maslen.
Your plan, without creative, your data, your aspirations will not work.
Love your copywriter. Listen to a copywriter. Write concentrated briefs that assist your brand get better and more creative ideas.
