Copywriting is dead? Don’t tell the journalists

http://www.theguardian.com/media-network/2014/nov/06/copywriting-dead-content-marketing-journalism

Last week the Direct Marketing Association hosted a thought-provoking evening looking at the state of copywriting. They produced a film to go with it that compared two generations – those that thrived in the mad days of the 1980s, and those now ascending the greasy advertising pole.

The new breed explain the realities of working in new media, how copywriting has evolved and now means writing and responding as part of the brief.

Why do so many bland campaigns emerge, without the clear creative streak that so characterises ads developed thirty years ago?

Old school copywriter Patrick Collister who is now the head of design at Google gave a talk about the different types of copywriters and how they are successful. He says that the ones who actually do nothing are the most creative copywriters opposed to the ones who are typing hard without thinking. He emphasises on how there is a lack of creativity now and things are not being effectively advertised now as they once were.

I agree with this article as now things on the internet pretty much have the same information as other articles and there is no distinct differentiation between most articles.