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2:45 that face

This was refreshing to listen to. All of you hit points that confuse and annoy most new copywriters and content writers; the problems of companies and start ups not understanding that the copywriter is the one with the skills, so why not trust their writing instead of making in house changes. Also, the problems of clients wanting the work done quickly which invites shaky work that probably needs to sit on the stove for a few more hours. I really liked the video and as copywriters you all hit notes that are pain points of newbie writers. Thanks.

Even in house copywriting isn't really appreciated because non-writers can't recognize good writing all that well (and that's true for a lot of skills - you don't know what you don't know). In my experience it's SEO, video, and photography (flashy and number-driven stuff) that gets recognized. She hit the nail on the head with copywriting being viewed as "necessary writing" now. They don't know the value good copy can bring. And yes, it's very much "Ok, we need this tomorrow. Spit it out." Their intentions are good, they just clearly have no idea how writing works, even the idea of having more than one draft, much less testing the copy. I explained it to them and said I need more time, and they gave it to me. I think I'm more fortunate than a lot of copywriters in that I work in a place that is very accommodating.

That’s my dad

Underrated communicator.

Ideas are obviously everything but executing them beautifully is what makes them magnificent. 👌

Really interesting. & witty. X

I am so proud of my brother.

We have a video about Vulnerable Customers, it gives examples of vulnerable customers and how they have been treated, explains what makes a customer vulnerable and describes what frontline staff need to be able to do in order to treat vulnerable customers fairly. If you'd like to see it, visit our RUclips channel by clicking on our logo <--

tengo documentado y en la actualidad cantidad de casos que a manos de argentina reteniendome y bajo este y mi programa de proteccion usa mis propiedades mientras mantiene mi secuetro para producir drogas a manos de los fiscales de estado y la presidencia de la nacion negando a cualquier organizacion internacional mi vida pero si generando como un populismo de que soy cumo una especie de justiciero a manos del narcotrafico y otros ilicitos o que gozo yo de proteccion cuando la republica no hace sus deberes Leer más RESPONDER y anda vos a un medico

Good piece. Should be compulsory viewing for anyone wanting to get a message across. Cant wait to see his book.

Theres no audio :-/

Someone told me I was one of the ghosts from the past in this list next to D. Ogilvy and T. Brignull. Since the video for some bizarre reason doesn't show anything much except Mr. Runacus, I have no idea if this is true or not, but having just written six emails I am relieved to see I am alive and scribbling. I am not relieved to see that young writers think getting an emotional response matters more than selling. As David Ogilvy's mentor Raymond Rubicam stated, "The only purpose of advertising is to sell. It has no other justification worth mentioning." It may be to sell a product or a service or an idea or an attitude, but that is what is there for.

And yes. Track Changes is banned at our agency. I start over or strip the text.

Sadly, good copywriting is often overlooked. Mainly becasue 'we need it now!' has become the norm in agency life. And if we don't deliver it now, the client will find someone who will.

Great stuff..thank you very much for sharing this. A part of what I do involves writing reams of rhetoric, and I always feel I've done my best work from a position of honesty. The further away from my 'voice' I get, the more jarring and almost asynchronous the whole thing becomes. In effect, it should always be as close to authentically 'you' as possible, otherwise you might as well get a computer program to do the lot. Funnily enough, there is enough advancement in A.I. ( artificial intelligence), that I wouldn't be surprised if copy generator software is already in use in places, either in beta or fully fledged form.

What would be more interesting would be to compare the thoughts of young people working in advertising to older people who are *still* working in advertising. Not these unrepresentative oldsters who can afford to be dismissive of the entire industry. Trotty, for example. Or me, for another.

Whatever your view on the video if you are a copywriter check out the census and have your say. Working for the DMA we are really keen to hear from you & try to make a difference bit.ly/12ox76j

Both sides come off quite badly in this video, I think. The older writers seem bitter and full of disdain for the changing landscape of advertising; the younger writers seem superficial and curiously inarticulate. Also: why the perpetual focus on agency-side copywriting? What about the in-house copywriters - who are much more prevalent than you'd think?

I love words. But ideas are my thing. Great ideas are a collaboration between copywriter and art director, the two roles often cross over. However, when it comes to actual words on the page in advertising there are lots of pens/keyboards but not too many Tony Brignulls.

Have your say dma.org.uk/greatbritishcopywriting/take-the-copywriters-census

Copywriter. Love words. Words are my thing. Love them to pieces. Love playing with them. Love doing stuff with them. Love 'em.

Love it!

Great video & love how social media is used by offbeat industries! Keep me coming...

Very excited about the DMA #passtheparcel @dma_uk - can't wait to see how creative the agencies get in just 30 seconds!! GOOD LUCK everyone

An underated talk... Thumbs up - I appreciate it..

LOL they fucking spelled the name wrong, fucking useless.

I take it someone else has spotted the quite embarassing mistake at the beginning of this video.

I heart Wayne Hemmingway & very excited about the 2012 DMA Awards! Bring it....

Complete and utter bull! This is the first I have heard of it, I have not even heard any of your public announcements or adverts regarding this matter, to inform people like myself. I am a web designer, and this makes the entire idea of the Internet much less friendly and much more annoying. Within about a year once people realise just how dumb this law is, it will be abolished within a few months. Complete and utter rubbish! The Internet revolves around cookies. Are you trying to ruin the econ

I see the DCMS is still using Google Analytics without asking permission...