Great presentation at MIMA last night by Teressa Iezzi the editor of Advertising Ages Creativity magazine. She spoke on her experiences and what lead her to publish her new book "The Idea Writer: Copywriting in a New Media and Marketing Era."As we all know in the past great advertising campaigns were typically built from television ideas and with great language driven by copywriters. However, today's copywriter must be multifaceted and create across many different platforms. I really loved her comparison that "copywriters are truly now inventors".
She spoke for a long time on how the Internet is not just a medium but rather it has been a behavior changing vehicle for brands.
The assumption that copywriters need to take today is that they need to create something that is useful, entertaining, beautiful or all of the above. It's all about connecting the brand that they are writing for with people. It's about freedom and that we can't hold back people from having a conversation with the brand.
I loved this platform of change that she spoke of: "We've gone from Big Ideas = Big Ad Campaigns" to "Big Ideas = Big business ideas that might not involve advertising at all".
And then she quoted Rei Inamoto "My equation is the idea = emotion x function. So I'm looking for partnerships between copywriters and UX designers." Yes it is a different world that we live in - the days of just art directors and copywriters creating things is in the past. It's onto the future with creative technologists, UX designers, and content curators and so on.
We all need to think of agencies as "developers" and what we can bring to help our clients solve their problems.
Guess what book I'm going to be buying this weekend?
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