The Rant: Copywriters – AKA Second Class Citizens.

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Volume 31 In A Series By Felix

I make no apologies for the fact that I’m a writer. It’s not that I can’t do art direction, I just prefer writing. I like the strategy behind it, I like the persuasive power of words and most of my heroes are copywriters, including David Abbott and Neil French. But there is one enormous fucking downfall of being a writer…you aren’t considered all that important for certain aspects of the profession.

In my first job, I learned about the “Copywriter Not Required” syndrome early on. My art director and I worked night and day on a pitch for an international client. Most of the ideas were mine as it turned out, although it’s really not fair to keep track. Who knows where ideas really come from in a team environment.

Anyway, we won the pitch and proceeded to draw up concepts for the next stage of production. The client loved it, the photo shoot was approved and we planned a two-week tour of four cities around the world. From Australia to Japan, this was going to be a killer ad campaign and a terrific shoot. Then I got the news…it was felt that as copywriter, I was not required to attend the shoot. “You’re a wordsmith, you don’t need to attend. It’s a waste of money.”

Forget the fact that the concepts were more mine than the Art Director’s, and forget that I actually comped up all the ads. Nope, because my title said copywriter, I was superfluous to requirements. And so it went on, from my early days as a junior to my current life as a senior writer.

It seems as though title dictates usefulness, and copywriter means “wordsmith.” There’s no way a copywriter could give good direction to a photographer or DP, right? Well, fuck you all if you think that. Some of the world’s greatest creative directors were copywriters first, and they direct shoots all the time. It takes a good eye and a vision for the project. You don’t need to know how a camera works, you don’t need to have insider knowledge of lighting techniques. You say “this is what I want it to look like, make it happen.”

What’s even more infuriating is that sometimes, you have to think on your feet at a shoot. The client will butt in and make a change that screws the idea right up the ass. Or something just isn’t working and the whole idea needs to be reconcepted on the fly. That’s when the writer gets a call, because all of a sudden, they’re useful again. I’ve had that call many times, with my AD was sipping on beer and enjoying craft services while I was stuck in the office doing endless rounds of copy revisions and doing the work of two people. I did what I could, but it sure as hell would have been nice to be on set.

As you all know, photo and video shoots are some of the most enjoyable parts of the process, and also some of the most important. This is where your vision takes shape and gets realized. It’s when meat gets put on the bones and the whole idea is crafted into a living, breathing campaign. To leave one half of the team out of this process is unfair and myopic. Copywriters have earned the right to be at the shoot, and their opinion is just as valid. It hurts even more when half the company turns up on the shoot, from account managers and interns to the sodding PA in some cases.

This will never change, but it does need to be said. Consider the writer as important as the AD or designer. They deserve to see their ideas go from paper to finished product, and it’s completely disrespectful to dump them out of that process. Rant over.

Comments

  1. anon. June 25, 2009

    I totally agree. It’s really

    I totally agree. It’s really frustrating, too, when you’re writing a bunch of materials for a location (think: tourism clients). And somehow, when it comes time for the trip down there, the account rep, some random senior management guy and the art director get to go—but your writing will just have to rely on the good ol interwebs. Firsthand experience is overrated anyway. And you’re a good writer, right? You don’t need to go.

  2. Patrick June 25, 2009

    To even have to point out

    To even have to point out that the writer is just as important as the AD and/or designer is a sad indictment of where the ad industry is right now. What the ad says will always be just as (if not more) important than how it is said.

  3. M.M. McDermott June 25, 2009

    Dead on. I think it’s also a

    Dead on. I think it’s also a professional respect issue. It’s hard to be taken seriously when you run into an AE or marketing coordinator who thinks they’re the second-coming of Phil Dusenberry. They’re not only convinced they can write; they’re convinced they can write better than you can. Copy hijackin’s a sunuvabitch.

    Just once I’d love to see a marketing guy open up a Microsoft Paint window on his laptop and tell an AD, “It’s okay, bro. I’ve got this one handled.”

  4. CollegeGrad June 25, 2009

    I went to college! I can

    I went to college! I can write copy! I love putting an exclamation point on for emphasis!

  5. larry hinkle June 25, 2009

    we’re never needed at the

    we’re never needed at the edit, either. after all, everything’s already been recorded at that point. besides, if we leave, how will the owner’s daughter’s birthday card ever get finished? that thing ain’t gonna write itself.

    but of course, the entire account team still has to go; heaven forbid you leave a creative alone in a room with the client.

  6. Marissa Ferrari June 25, 2009

    I was already a little cranky

    I was already a little cranky when I opened your post, and now my inner monologue consists largely of a series of F-bombs. F! F! F! F!

    I can’t count how many times I’ve been expected to creative-direct a campaign or piece – here’s the strategy, here’s the concept, let’s make it look and feel like this – and once it’s handed over to a designer to execute, suddenly my all-important role is reduced to nil as he presents the strategy, concept and execution and then proceeds to take credit for the whole enchilada.

    F! F! F! F! F! F! F! F! F! F! F! F! F! F! F! F! F! F! F! F!

  7. Paul Suggett

    Paul Suggett June 25, 2009

    Right now, I’m being left

    Right now, I’m being left behind in sunny Englewood as the AD and Designer go to New Zealand for two weeks. Yep, I’m not happy.

  8. sAD June 25, 2009

    “It’s not that I can’t do art

    “It’s not that I can’t do art direction, I just prefer writing.”

    that’s my favorite line.

  9. Patrick June 25, 2009

    I think it some of it has to

    I think it some of it has to do with the proliferation of social media and the fact that everyone now has the platform to write and share their opinions with the world. There was a point when the written word had value because there were so few outlets in which to share them. Now, blogs give their authors the false impression that they are able writers simply because they have the forum to share their words. As a result, more and more folks think they can do the job of the copywriter just as well as the copywriter can – not unlike the idiot who confuses being able to rock Guitar Hero with being able to actually play the guitar.

    On a related note, does the diminished value of the copywriter have anything to do with the seemingly diminished view towards strategy?

  10. Brandy Radey June 25, 2009

    All valid points. Using words

    All valid points. Using words to translate an idea or vision equates to artistic talent in my book. Some respect for the copywriters, please!

  11. Aaron June 25, 2009

    Rant doesn’t mean whine. You

    Rant doesn’t mean whine. You present zero solutions on how to overcome your problem. All you want want is for people to give you the respect YOU think you deserve. How weak. Maybe you should take a look at the man in the mirror. Did MJ really die?

  12. Roget June 25, 2009

    You’re right. There wasn’t

    You’re right. There wasn’t enough anger in his words. Rants aren’t supposed to have solutions. That’s why they’re so cathartic and fun.

  13. Dangling Participle June 25, 2009

    As a copywriter who hustles

    As a copywriter who hustles freelance-style, I can tell you, the only thing clients (at least clients in this town) want to hear is that you’ll save them time or money. You can do a job quicker or you can free them up to do something else. Otherwise, they’re just as inclined to write it. And they’ll think it’s gold.

    I have one client who sends my copy to the MEDIA BUYER for her to ‘proof’ before it gets approved. I’d ask to ‘proof’ her media buys, but frankly, I defer to her expertise.

    And I understand where they’re coming from. Half the freelance writers I compete with in this town are similar folks—people with english bachelor’s degrees who decided to go into writing when they left sales. Nobody treats it as a craft anymore.

  14. steve June 26, 2009

    i don’t feel sorry for you.

    i don’t feel sorry for you. art directors, often called “wrists”, get the short end of the stick just as frequently. Writers do TV shoots and ADs get to make website comps and coupons. writers come up with ideas while art directors are chained to their desks, comping ideas from the previous round of concepting. obviously this isn’t always the case, but ALL creative opportunities have their positives and negatives.

  15. Mom June 26, 2009

    FEE FEE: You always were a

    FEE FEE: You always were a whiny-ass little kid. I thought you would have outgrown that.

  16. Felix June 26, 2009

    Hey SAD. Nice sarcasm, but

    Hey SAD. Nice sarcasm, but I’ll take any AD on any day. I trained in design, I have an art and graphics background and I know a shitload more about design and composition than most ADs I’ve ever worked with. So in short, and with the greatest respect, sod off.

  17. Chris B. June 26, 2009

    I’ll take that challenge.

    I’ll take that challenge.

  18. SAD June 26, 2009

    Hey Felix. I just think it’s

    Hey Felix. I just think it’s interesting that you begin your article by claiming you have the skill to do an AD’s job and then continue to rant about how everybody thinks they have the skills to do your job. Is that irony? Whatever it is, it completely undermines the point you are trying to make and your credibility.

  19. Felix June 26, 2009

    I’m trained in both crafts,

    I’m trained in both crafts, so no, you’re wrong Mr. SAD. If an AD can write copy, good for them. They can stick around and write a brochure while I go on the shoot.

  20. Nan June 26, 2009

    I found this rant to be

    I found this rant to be extremely interesting as I am an AD who feels exactly the same way about working with our resident copywriter. Personally it drives me a little nuts when I perceive that someone is essentially acting as if they can do my job better than I can. Is this petty of me? Perhaps. I just don’t like our roles to overlap. Otherwise, what the hell am I there for?

  21. Donny June 26, 2009

    You get to go home

    You get to go home early.

    Furthermore, if you’re so upset about the downfalls of being a copywriter, yet you posses the skills to be an AD, then be an AD.

    DUUHHH.

  22. Paul S. June 27, 2009

    Copywriting is a lost art on

    Copywriting is a lost art on the now heavily visual based world. The “show me” attitude and lack of time/patience for long winded, story line based advertising has put the spotlight on photoshop tech. and clever visuals that grab you by the short n curlys instead of the heartstrings.

  23. Lar June 29, 2009

    People hire you as a

    People hire you as a professional copywriter to sell their goods and services, and you can’t even sell your boss or your client on why your presence is valuable at a shoot or an edit?

    Boo hoo.

  24. Chris June 29, 2009

    Lar, that’s ridiculous. I

    Lar, that’s ridiculous. I don’t always agree with Felix, but come on…no-one can force the client to cough up for anything they don’t want to spend. That’s like saying every copywriter should be earning $500k, because if they can’t convince someone that they’re worth it, they’re shit. Moron.

  25. Lar June 30, 2009

    Being able to convince a boss

    Being able to convince a boss or client of your value is not an unrealistic goal. Rather, I’d say it’s an important skill for any creative, art director, writer, intern, or otherwise.

    Unlike your “example” that writers should be able to convince everyone that they should all make $500k, which is absurd and indefensible goal. (Unless you or Felix want to try to convince me.)

    Stick to reality. I’m not going to bother debating your absurd scenarios.

  26. reality check June 30, 2009

    The fact is, we’ve done this

    The fact is, we’ve done this to ourselves as a profession by buying into the visual solution cult. Look at how many writers in this business can’t write long copy to save their life. Look at student book after student book without words. The writers who came up in the 90s sold us out and now everyone thinks words are unnecessary. And the reality is, not many writers give them a reason to think differently. If AEs think they can write better than you then you probably need to work on your skills. If you’re getting dissed in the workplace, either you’re percieved as disposable or they’re just dumbasses. The solution is to make yourself better, so they respect you, or tell them to fuck off once hiring starts picking up. I am fortunate enough to have gotten a book published along with tons of long copy and of course the prerequisite hair of the dog visual solutions. So I have a clear advantage over writers who can only concept, and material which shows my pritty words are a profit center and a creative opportunity. You all can do that too. Probably better than me.

  27. anon. June 30, 2009

    The most recent slap in the

    The most recent slap in the face for me was when they decided the intern was going to write a brochure (since we didn’t have budget for me to) and they weren’t going to run it through editing. I stole the brochure and brought it to their attention that she’d gotten the company name wrong. That’s the kind of stuff we should definitely, definitely be sending out to clients. Good job non-writers in the crew. FML.

    I’d also like to chime in and disagree with whoever said that if the AEs think they can do your job, you probably aren’t very good. I witnessed our old CD (who was a writer and an exceptional one) get crapped on time and again by AEs, senior management guys and clients who all thought they could write their own damn copy, thank you very much. These are the same people who don’t know the difference between their and there. And the same person who sent me an email talking about Champain. So, clearly, they could do her job. Or mine.

  28. crazyVirgo June 30, 2009

    Has everyone forgotten the

    Has everyone forgotten the term “concepting.” I thought that was the greatest part of working in the creative department. The opportunity for heads to meet, set aside titles, generate original ideas, and bring a great solution to our clients. A concept belongs to a team, not individuals. Yes, yes, I’ve suffered as every writer has, and have been left behind many times. However, I’m willing to put it aside for the greater good of the job. I’m no saint. I lock myself in the office bathroom and curse the asshole who made the decision to leave me home. But then I pull myself together and continue doing my job as a grown up. Personally, I love when my design or art director partner writes a killer headline. And, a mature AD or Designer appreciates the visual suggestions of their writer partner.
    Can we get over this traditional role bullshit already?

  29. Reality Check June 30, 2009

    Crazy:
    I appreciate your

    Crazy:
    I appreciate your comments, and i share your perspective that it’s all about the work. Speaking personally, my job title on a daily basis is something like “conceptor/writer/researcher/strategist/project manager/cultural anthropoligist/heavy furniture mover.” And I like it that way, though it’s frustrating at times.

    But I don’t think anyone is preaching the merits of “traditional role bullshit” as you call it. I think what they’re saying is that exceptional writing is no longer identified or valued.

  30. BD June 30, 2009

    Great rant. And frankly, a

    Great rant. And frankly, a lot of the folks commenting here have excellent points, as well.

    Me, the second I had a chance to shed the “copywriter” title for the more amorphous “Associate Creative Director,” I vowed I would never go back.

    (Now at least clients can’t categorically dismiss or exclude my opinion based on “words” being my exclusive province, because…hey, I’m part “creative” director! Uh huh. Right. Whatever.)

  31. Paul Suggett

    Paul Suggett June 30, 2009

    How do I go about getting one

    How do I go about getting one of them there Associate Creative Director titles then? I wish they were on eBay.

  32. PhilM July 7, 2009

    About half way through a very

    About half way through a very long career as a client in the business it became pretty apparent that about 70% of the great creative people I had worked with or were legendary were writers, Writers are storytellers and they get the point of the dance between imagination and the lesson of the story. I’ve had some great AD’s as well. They play “what if” well and make visually poetry at times. But the business runs on writers.

  33. mp July 8, 2009

    As someone who thinks way too

    As someone who thinks way too much about the look, feel and processing of every word I expel for professional purposes, I loves me some good writing. Like all design though, you just do what you do because you feel it and hope someone catches it.

  34. Anon #2 July 31, 2009

    To Anon (copywriting for

    To Anon (copywriting for tourism clients sight-unseen) –

    I feel like I’ve had your job. You don’t work for Signature Advertising, do you?

  35. Stephie October 1, 2009

    I was having a really rough

    I was having a really rough day and it’s so nice to read an editorial that describes exactly how I feel. Thank you!

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