Become a Member
Proudly Sponsored By
ask jancy / if you have a question, Jancy has an answer
IHAVEANIDEA.ORG > ask jancy >  Did focusing on long, thoughtful copy hurt my career?

Did focusing on long, thoughtful copy hurt my career?

Hi Jancy! Early on in my career as a conceptual copywriter, I noticed that very few of my contemporaries were focusing on the craftsmanship of writing. Furthermore, I noted that everyone was going for humor and shock value in their ads. So to set myself apart from the crowd, I chose a different path. I’ve focused on being a copywriter who can come up with evocative and thoughtful ideas. And of course, lots of well-crafted copy.
I’ve been called “a rare talent” by a big name in the industry, and was told by another “there aren’t many guys out there like you. Congratulations.”
Yet, I’ve been unemployed now for six months. And as I poke around on the Internet, I see copywriters at my level with little copy in their books get great jobs. I also see everyone trying to be snarkier-than-thou in their ads, and I can’t help but think clients get tired of that.
Did I screw up my career focusing on emotional work and crafted copy? Because it doesn’t seem like anyone cares about that stuff anymore.

intro Did focusing on long, thoughtful copy hurt my career?It’s terrific that you can demonstrate actual writing ability in your portfolio. It’s true—many copywriters are actually lacking in basic writing skills. “Only in advertising.” However, it’s also true that another basic is strong conceptual thinking, and an ability to work in many genres to solve problems for all kinds of brands. Any version of one-dimensional ability is going to limit your appeal to a CD. It sounds like you’ve walled off stretching your writing skills into comedy and wit, or even provocative thinking (work with “shock value”). These are all legitimate ways to get the attention of a consumer. Done poorly, without strong strategic grounding and crafting, they don’t work—but that can also be true of the thoughtful, emotional approach you describe. So, you need to round out your portfolio and open your mind. And have fun creating persuasive work that has a sense of humor.

Share/Bookmark this!


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.

Copyright © 2001-2017 IHAVEANIDEA inc. All rights reserved. No material contained in this site may be republished or reposted.
IHAVEANIDEA™ is a trademark of IHAVEANIDEA inc. Terms and Conditions | Privacy Policy

Copyright © 2009 ihaveanidea inc. All rights reserved.

No material contained in this site may be republished or reposted. Terms and Conditions | Privacy Policy