{ "media_type": "text", "post_content": "I am applying for jobs atm, and someone from an agency told me as an advice: “Don’t just say you’re a copywriter, say you’re hybrid or digital or whatever, the future of CW is dead”. Do you agree?", "post_id": "5bbf248ea057730017d89ce1", "reply_count": 20, "vote_count": 1, "bowl_id": "58fb054610195e00119fd4a1", "bowl_name": "Confessions" }

I am applying for jobs atm, and someone from an agency told me as an advice: “Don’t just say you’re a copywriter, say you’re hybrid or digital or whatever, the future of CW is dead”. Do you agree?

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Nah. Very 2014.

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Hey they’re entitled to their opinion...I guess. But let’s just remember - it’s one person’s opinion. I’ve worked at BBDO, Goodby, DDB...big shops, small shops, and in my own experience I’d say that good ideas matter. Never really saw people demanding hybrid CWs or suggesting that ADs can replace CWs, or whatever your source is saying.

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Copywriters need to be able to do two things at minimum — in priority order: have great ideas and write at least moderately well. If your portfolio shows those, you’ll be alright.

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I would stress your strategic thinking chops, is what I think they’re saying. It’s not enough for us to just throw “lines” against the wall anymore

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We hired a ton of those hybrid types and then doscovered they were shit when it came to scripts and doing the 60% of agency work that needed actual writing. Now we make sure and look for writers first who have well rounded thinking. This day and age, digital is just table stakes

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I’m old as the hills-mediums come and go, but storytelling, empathy and craft will never die. Stay current but make sure to always be a storyteller. Just think of all those poor bastards who specialized in Flash 15 years ago.

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Having a writer that cares about craft is so much more valuable than a hybrid, it just means they are jack of all trades but master of none.

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your copywriting will always be needed. you just need examples of how you can write for the mediums you’re getting hired to write on. it makes it easier for people to hire. you should be a badass ideator, but be able to craft language better than anyone else. that’s your job.

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Writing = communication. Humans need to communicate. So while copywriting/advertising can change each decade, to call it “dead” is silly.

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What? Everything is digital now and pretty much everything needs copy. Just say you’re a CW with experience writing in all channels

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Nope. I write random assignments in all forms- from commercial to apps and currently writing scripts for Alexa/Echo. Copywriting won’t die off as long as companies don’t want to sound like dummies. (And art directors that say that they are both can suck it)

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I don’t think copywriting will die. Think of the developments with voice-activated devices and ads that will live on those – brands will have to establish tone and what they sound like in a whole new way. And who better to do that than copywriters? Everyone at my agency is known as a ‘Creative.’ It makes sense as people have multiple skill sets so 🤷🏼‍♀️ But if you’re a copywriter, say you’re a copywriter.

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Even the robots will need a brand voice

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Yeah, CW2 is on the money—they’re entitled to their opinion and they can hire however they want. Some places do want hybrids. There are benefits to that, but if this shop expects you to be one already, consider going to a shop that will help you become one instead. Ultimately you need to look for a job that’s right for you and the kind of copywriter you are. If what they said makes sense for what you want to do, then do it. But it’s definitely not the only way to do it. If feedback or advice lines up with your goals, take it. If it doesn’t, move on. We all will disagree on the best way, so just try to work with people who are on the same page as you.

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No.

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Perhaps you’re right, but in that case doesn’t make much sense since my portfolio focuses way more on ideas than copy campaigns

Ewwww. No

From what I felt they preferred Hybrid AD’s, feels like they think if you’re an AD it’s easier to do the CW’s job than viceversa

^ just curious, how old ?

Post that portfolio! But also, that’s bullshit. They always need writers on something even if it’s just to express a new idea to client. You’ll be fine.

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