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Save The Word

Posted on August 14, 2006 and read 8,751 times

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This letter is from one Copywriter to another.

I was going through the results of the award shows this year and was saddened to notice a death.

The Word has almost disappeared.

In most ads, there are just one or two. (There are a few exceptions though, and the outdoor Grand Prix at Cannes gives me hope.)

In many, there are none at all.

I was wondering what happened to the Copywriter.

When did we stop writing Copy? And when I say Copy I do not mean the long copy masterpiece that we all set out to make at least once in our lifetime.

When was the last time we wrote a good, full-bodied headline, even? Was it because the Client had rejected the picture-only ad so many times that we had no option left but to do a headline ad?

This email is an initiative to ‘Save The Word’.

If you would like to join this movement, contribute by doing the following:

1) Do your next five ads or campaigns with headlines, irrespective of brand guidelines.

2) Pick an old One Show/D&ADA Annual and photocopy copy-led ads and paste them up all over the agency.

3) Dnt wrt lke ths.

4) If you are a Creative Director, ask your writers to show a headline, with every visual-led ad that they show.

5) Hire writers who have at least ten headlines in their portfolio.

6) Spread the word. Send this email to all the copywriters you know.

You can add more to the list.

The only way, we are going to Save The Word is by getting together and ensuring that we see more Copy in the media. For that to happen, this email needs to find legs and travel far and wide. So, please forward this to as many Copywriters in the world as you can. Please do cc to me, so I know how many Copywriters are out there who still love Copy.


Titus Upputuru
New Delhi, India

Titus Upputuru
Creative Director
Ogilvy & Mather

  • Vikkileaks Vs Vikkipedia

    A Visual can speak more than thousand words and a word can also speak more than thousand visuals…I strongly believe in the second part of this sentence.
    The World is full of visuals and its our job to decorate it with beautiful words.
    Now-a-days what is happening in advertising, visual has become word itself and it is a challenge for all copywriters to portray their written words as visuals…
    Though I’m only one and half year old in this industry but my suggestion to all copywriters- next time when you write something don’t write words, write visuals…
    Remember as someone said after listening a radio programme “the picture is very clear”.

  • Susan Carroll

    Hi Titus,  In case you haven’t noticed, most copywriters are dead by 35.  Please warn all the young’uns.  They must learn to write in 140 characters or less now.




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