The Week: Best of the Blogs


A creative director was asked to train some account handlers. He had them spend the morning making a model airplane.

Then he took each plane in his hand and crushed it to pieces. "That," he said, "is what it feels like to be a creative." This story probably isn't true, but it does illustrate one of the harder aspects of our job - daily rejection of our work.

Put your rejected work in the bottom drawer. A good idea never dies. It just sits there in limbo, like a soul waiting for the right body.


An online game I part-invented a few years ago, invites players to compile a list of words only women use. Pelmet, hectic, frantic and ruched were frequent submissions. While we are at it, what about a list of words only copywriters use? (Has anyone, ever, unironically referred to "toilet tissue"?) Or, a list of words copywriters never use? I must admit, 17 years as a copywriter sometimes feels like a long visit to a respectable aunt - where you have a strong urge to swear the moment you leave. The copywriter rarely gets to use 95 per cent of the adjectives in the English language for the reason that they're nasty. Outside a charity account, words like fetid or pustular don't get much airtime. Imagine we weren't beset by clients desperate to see every inch of an ad devoted to praise for their products. Would copywriters left to their own devices use "but"?

Rory Sutherland


Become a member of Campaign

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

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

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