Can we talk about the eternal war between copywriters who write three paragraphs for an ad banner and designers who only left room for five words? I just spent an hour trying to cram a legal disclosure and a dense value proposition into a 1080x1080 graphic without making it look like a terms-and-conditions page. We need to start involving creative teams together during conceptualization instead of throwing copy over a wall and hoping it fits. How do you bridge the communication gap?

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Why on earth would you put a legal disclosure on a banner? A banner should drive traffic to a page, and on the bottom of that page should be all the legal information.

The idea is the banner should be eye-catching and the message to the point with a strong CTA! If, and it’s a big if in my book, you need to mention something legal like T&C’s, it should just have an asterisk next to the CTA, and underneath in smaller writing - *full T&C’s available on linked page. A banner is not War & Peace 😉

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You bridge the gap by working as a team…the way copywriters and designers have been doing for generations.

You come to problems like you describe by not knowing or not respecting one another’s work.

Great design and great copy need to be created in an atmosphere of teamwork and collaboration. Many a great image or great headline or CTA have fallen flat because they didn’t have elements (that’s PEOPLE to us) working together towards the same goal.

That’s also what real creative directors do. So, it sounds like the team structure is missing a talented manager, is all. Or simply start with the writer and designer throwing out rough ideas to START the creation process.

Otherwise you have two different ideas trying to fill the same space.

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A good starting point would be copywriters not writing massive amounts of copy for a banner, because they should know better. And account people telling clients only the bare minimum (if any) legal copy fits on a banner and that whatever page users will be directed to if they click on the banner can have the full legal copy.

None of this is really on the designer, who also has to fit a logo, some product imagery, and all that copy into an image likely developed based on specs from the mid-90's to early 2000's that is now ant-sized on modern displays, and of course all the copy also has to be readable on a tiny phone screen. At some point physics takes over and there's only so many pixels.

Eternal wars are a choice of culture. I always try and be a bridge and work together. What types of conversations can you facilitate before design starts to keep this from being an issue?

After setting up several successful direct response agencies for major advertising agencies and a client for many more, I can confidently say that in direct response, copy is king. Artists are there to support the copy. That's why copywriters, rather than artists, are the creative directors in most DR agencies. However, only a few words belong in banners. I would have to see the actual situation to judge it accurately. I don't understand why the the copoywriter broght this up in the first place.

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