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Common mistakes junior CWs make when targeting CDs

What’s the most common mistake a Jr. Copywriter makes when seeking the attention of a Creative Director?-When ‘targeting’ CDs, what insights should a copywriter keep in mind?

intro Common mistakes junior CWs make when targeting CDsAre you asking about how to get in to see CDs or how to impress them with your book once it’s in their hands? If the first thing, not sure that copywriters should do anything differently from art directors. And, God knows, we’ve written plenty on that subject. If the second, speaking specifically for Janet, she likes to see that copywriters can write and would say they don’t do it nearly often enough. (And Nancy would say this too.)

A writer’s book needs to be busting with ideas just like an art director’s. But many writers think that the business has gone entirely visual so they don’t bother with more than the headline.

We don’t buy it. While it’s true that we’re in a stage where images dominate, it’s not the only solution. We recently sold an idea that’s just about the words. It’s smart, funny and really long, but once you start reading you can’t stop. One of our favourite recent campaigns is all writing. It’s from Wong Doody for an eyeglass company called Speks Optical. The copy goes on for days and after you stop laughing you want to cry because there isn’t more of it.

Writers should pick their spots; not everything is worth the consumer’s time. But opportunities to show your stuff lurk everywhere. Give yourself a true writing challenge and see how you do. Just don’t fill your portfolio with articles that you wrote for your neighbourhood newsletter, or the poem you published in the Grade 12 yearbook. Write ads.

If copywriters want to survive as a species, they’d better start making writing relevant again.

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About Jancy

'Jancy' is Janet Kestin and Nancy Vonk, Co-Founders of Swim, a unique “creative leadership training lab for advertising creatives and marketers.” Prior to Swim, Jancy was globally renowned as the Co-Chief Creative Officers of Ogilvy & Mather Toronto, a position they held for thirteen of the twenty years they were a creative duo at the agency. Over the years they've racked up Cannes Lions, Clios, One Show pencils and CA credits, and have lead their shop to two Cannes Lions Grand Prix and a Grand Clio. They've judged CA, Cannes, D&AD, the One Show, the Clios and other prestigious award shows. Creativity named them two of the top 50 creative people of 2008. Known for their outspoken, no-bullshit style and a passion for mentoring juniors, they're ready to give you advice if you're ready to take it.

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