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 It’s been replaced by such monstrosities as a sad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