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Article: Young creatives are not 'telling the whole story'.(Letter to the Editor)
- Article from:
- Precision Marketing
- Article date:
- June 11, 2004
- Author:
CopyrightCOPYRIGHT 2004 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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James Cooper is spot on in lamenting the dearth of talented new copywriters (PM May 27). Over the pest year, we've found it increasingly difficult to find talented juniors with a passion for copywriting. Most of the people we see tend have majored in advertising, and see direct marketing as just a 'below-the-line stint'.
It seems very few young creatives want to write proper long copy. Many don't understand that direct marketing's trump card is its ability to 'tell the whole story' about a product or service. Or, to put it in marketing speak, 'put the meal on the bones' proffered by other communication channels.
So what's the reason? Young people are ...