Why copywriting continues to be necessary
Promotional texts are often viewed as a dying art. D & AD even dropped the Writing for Advertising Award this year. As the Brooklyn-based advertising creative Malia Bence emphasizes, this is actually more important than ever for brands
The reports of the death of copywriting are greatly exaggerated. Since I chose a career in advertising, I've heard that the art of copywriting has died with the last generation of creatives. D & AD's decision earlier this year to drop the Copywriting Award triggered further agony over the state of the art.
But far from allowing me to despair about my chosen discipline, the naysayers in the industry have made me even more determined to do work that proves otherwise. Long-form print ads may have gone out of style, but copywriting is everywhere and will not go away that quickly.