COPYWRITING

Imagine a world without words. Texting, Twitter and Facebook without words. What a dreadful place that would be. So praise the storytellers. Let them write articles, books, blogs, tweets, screenplays, movies, songs, poems, print ads and tv commercials, video games, and yes let them write directions, give advice to the lovelorn and dialogue for porn. (No – just kidding about the porn.)

 

If you want to double their influence – team the copywriter with an art director. That way the ideas will tumble from their combined brain cells to form associations impossible alone. Together the art director and copywriter invent fantasy and re-invent humor. They use pop culture to give an entertaining insight to the human condition.

 

Ad agencies have long known this teaming-with-an-art director-trick. These teams are the agencies’ back bone and money makers. They are the agencies’ problem children at the same because they never grow up. They break the rules and think out of the box. They do their best work in a coffee shop, not in the agency. iPod wires dangle from their ears while their fingers race on a keyboard as they watch re-runs of South Park on a flat screen. They are irreverent and impossible but quite remarkable.