Phil Lynagh is managing partner of LightBlue
Is the art of copywriting disappearing, or worse, dead altogether? I hope not, but in my humble opinion 2010 brought more clumsy, badly-crafted tripe than ever. If we want to creatively perform we can’t just leave the writing part of it in the hands of the account manager who also ‘writes a bit’. To do so will ultimately guarantee the demise of the writer and simultaneously dilute the artist’s contribution. Both roles are essential and need highly skilled and qualified practitioners working co-dependently to produce strong and seamless creative thinking.
Yes, the days of the long copy print ad are long gone, but I have yet to see a brand’s ca
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