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I've worked with plenty of copywriters who can barely write. That's less a knock on them, and more the reality that on some accounts, writing ability doesn't really matter.
Some ADs do have strong writing skills. I've encouraged partners to, say, take a first pass at a script for me to punch up. Or if they have a great headline idea, I'm not so precious that I won't use it.
CD1 makes a good point that the lines are getting blurred. But in terms of consistently killer headlines, or a manifesto that can actually stir emotion? That's a craft you need to hone.
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I know more art directors that can write than writers that can art direct.
👆💯 the writing background is great, but the designer background if you can write too makes the ideal AD, ACD, CD, ECD as a creative lead IMHO.
Knowing/understanding solid writing skills AND solid design skills makes a more effective and well-rounded creative lead than writing skills alone.
IMO, it’s easier to be a hybrid now because craft and differentiation is largely off the agenda.
It’s en vogue to write copy in the same TOV (either informal, existential, terminally online gen z/millennial…or friendly business casual) and because most of us absorb that daily it’s not difficult to replicate.
Similarly, art direction now is largely so informed by trends that it’s not difficult for a CW to just point a designer toward maximalist 00s core memes…or minimal millennial Insta brands.
none of my art partners have said they can do both. most of them shy away from even trying.
I’m writing as I write this right now!
The best ones can. When I was a copy chief in the 90s, and I landed an assignment with my AD partner of choice, I alway knew I had to nail at least half a dozen killer headlines before our scheduled concepting session, because otherwise he would show up with a handful of tissues (remember before Photoshop and InDesign?) with visuals and terrific headlines already filled in, and the only thing left for me would be the body copy. ;>
The creative directors that inspire me most are the ones that think about the whole story, not just the part they’re paid to care about.
Anyone can do anything when the standards are low
I started out in Art and as I got more senior gravitated to Copy. Writing for me is inherently more conceptual because you’re thinking in abstraction versus form and shape.
Me bad at photoshop but me good at midjourney so now all okay
This write good.
I find most ADs can write competently while most CWs are lost when it comes to design and art direction. I can do an “ok” job with art but I don’t have the craft to do it really well, and likewise I’ve found that most ADs who cross over can do it well enough but not really shine.
But I do think it’s way easier for an AD to get good at copywriting than vice versa