A New World of Words

Four hundred and ninety two other copywriters and I recently contributed to a DMA survey of copywriters entitled “Campaign for Great British Copywriting”. My first thought was that ‘great’ is a somewhat generalist description for such a precise activity as writing, but that is what it is called and it is an excellent piece of work.

The first spread of the survey states that “Copywriting ain’t dead. It just smells funny.” The DMA survey completed in 2014 is the first ever British copywriting census. Here are some of the facts that interest me: 56% of all copywriters work in agencies; 27% are freelance. Most live in London and are under 40. 68% said that they receive poor briefs and 50% said that they receive unrealistic deadlines.

The DMA survey also says that about two thirds of copywriters are planning to leave their current companies within the next five years. Reasons for becoming a copywriter includes “I don’t have to wear a suit” and “it’s better than working in a bank.” A high percentage of copywriters prefer writing long copy. Well they would wouldn’t they!

At LAW Creative we value real copywriters who can deliver intelligent and engaging concepts, clever headlines and relevant and informative body copy.  But we are also realistic enough to know that in a world where campaigns are often global and search engines are not likely to understand subtle copywriting, copy is fast becoming content. The trick is to maintain the highest possible standard of creative writing whilst understanding the ever changing and new world of words in which we live. As the DMA survey states a digital word is still a word. Or is it? Anyway it’s a ‘great’ survey packed with interest and statistics.

For engaging and relevant multi-channel creative concepts and copywriting please contact keith.sammels@lawcreative.co.uk