CAMPAIGN DIARY: I’M ONLY A PUNTER BUT ..

London no longer has any respect for copywriting.

London no longer has any respect for copywriting.



I for one, being a genuine copywriter, don’t understand this new and

worrying trend.



Let me take you through an increasingly common scenario: Two ad school

chums, both art directors, team up. The weaker one or the bloke who

draws the short straw, becomes the copywriter de facto. Now, stop for a

moment and survey the current British landscape, and see what such

unholy unions may reap. Great writing in adverts is becoming as rare as

the black rhino. It’s been replaced by such monstrosities as a sad

hamster and a disco pig. Arghh! Is this God’s cruel joke or John

Hegarty’s (granted they’re probably one and the same)?



Allow me to play Tim Delaney’s advocate for a moment (or is he the

devil?).



Something tells me Mr Delaney didn’t start out in school to be an art

director, only to have to settle for copywriting.



And I have a sneaking suspicion David Abbott never drew the short straw

in his life. Look at Lowes’ Marshall Brothers. I don’t think for a

second that they arm-wrestled for the art director moniker (which, by

the way, Paul would have won, as he’s bigger). No, Gary, naturally is

the amazing art director.



As for Paul - he came from the womb with pen and pad in hand.



This is a true team, the way God intended. You see, having different

skills allows for a cross-pollination of ideas. This is what creative

teams are all about, to my mind at least. For all the agencies’

complaints that creative teams are exactly that, a team, it cannot be

denied that one half has more talent for writing.



I find this ’new wave’ - the Watford College crowd, a tad incestuous,

not to mention unreceptive to my copywriting portfolio. Soon,

copywriters will be expected to sketch storyboards and direct

photography.



For the love of God (whichever creative director it may be) please give

this copywriter a chance to prove himself.



Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).