There’s a general consensus, it seems, that the standard of copywriting in the UK is not as high as it used to be.
As a marketeer, it’s only natural to wonder what the problem is.
But as a copywriter, it’s real cause for concern.
Has the profession changed? What about the marketing industry?
Are copywriters not as well trained? Or are we just not as talented? If not, why not?
No one seems to have found the answer yet – and maybe there isn’t only one.
But while exploring the DMA’s campaign for great British copywriting, I happened upon an interview with Chris Arnold, Creative Director at Creative Orchestra.
It was interesting, but one statement in particular stood out to me like a sore thumb:
“We are not doing a very good job, as marketeers, of actually marketing our industry to the young talent we want to attract into it.”
Some would say that our work speaks for itself. Any good ad, no matter who or what it’s advertising, is also an ad for the marketing industry.
And it is.
But you wouldn’t necessarily realise that until you already had an interest in marketing – which students and young people entering the job market may not. And surely that’s who we need to target if we’re going to build another generation of great British copywriters.
So I suppose it’s down to us.
Young people are the target market, the entire marketing industry is the client and the brief is to advertise copywriting.
How would you do it?