‘Save The Word’ chain email

September 4, 2006

An email is pleading on the Campaign Brief (Aus) blog to be passed around amongst copywriters and Creatives, so that it can rally together a movement to save the written word in advertising. Whatever. I think it would help if credited writer Titus Upputuru (tragic-heroic name alert!) actually wrote this cry for help a little better. Some googling reveals that he is Creative Director for Copy(!) at O&M, India. Still, it’s a message that can’t be repeated enough. We need to keep Print and Copy relevant, now more than ever.

An open letter to advertising copyrwiters(sic) throughout the region, from Titus Upputuru, from WordSociety, New Delhi, India:

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&AD 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.

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One Response to “‘Save The Word’ chain email”

  1. angela said

    I am glad someone took this issue up. High time! Before we all become victimised by art directors to do only visuals and logos kind of ads. Where are all the writers gone? Is it because we don’t know how to write? Or those of us who knew, have forgotten?

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