Copywriters and the big idea
I had the recent pleasure of watching a documentary about the ‘father of modern advertising’ David Ogilvy on YLE Teema. Over a decade ago when I started out as a copywriter I found his thoughts on the business to be refreshing and inspiring – even though he was already by then a living dinosaur.
Learning more about the man’s background in the documentary, it became clear his thoughts and modus operandi are as relevant today as they were back in the day. Even if the media we use have changed and the audience is ever more fragmented and attention deficit disordered, key truths shine through: Do your research carefully, never look down on your audience, pay close attention to detail and execution and dare to be different.
In an interview some years before he died, Ogilvy said he wished to be remembered as a ‘copywriter with a big idea’ – an interesting title from a man who had created and run a mighty international agency and branded himself into the process.
All together though, writing is about ideas – bigger and smaller. It’s still possible to push through a big idea but advertising clearly isn’t what it used to be. As a latter day copywriter, I’ll happily take what I can get and hope the industry lasts – it’s still got a lot more colour than many others – thanks in part to founding fathers like the late great Mr Ogilvy.
Mark Woods, copywriter, North°
PS
For a great advertising nostalgia trip and a fun read, I would also recommend you get your hands on the title ‘Get Smashed’ by Sam Delaney.