Copywriters are necessary, not evil

Why not Design & Copy Week? Why is there so little mention of copywriting in Design Week? Why is copy too often seen as a necessary evil or an afterthought?

Why don’t clients brief the designer and copywriter simultaneously? Why do clients have cardiac arrests when fees for copywriting start matching (as they sometimes should) those for design? Why shouldn’t designers be 25 per cent copywriters and copywriters 25 per cent designers? Why do so many clients forget tone of voice in their identity guidelines? Why do clients get affronted if copywriters challenge their briefs with the immortal questions “Why?” and “So what?”?

Why is copy on packaging so pitiful? Why do copywriters rarely get bylines when designers invariably do? Why do so few university faculties of design instruct their students on copywriting?

Johnny Bruce

Adverb

jb@adverb.co.uk