Coming up with powerful creative concepts that have the simple and direct capacity to PERSUADE is an elusive construct that sometimes never happens.  In those cases, you see ads that don’t really work.

They don’t have the unmistakable magic that a great headline has when it blurs beautifully into a perfectly linked image.  For a copywriter to achieve this level of creativity requires innate visual thinking and an exceptional facility with words – never forgetting a seamless familiarity with the vernacular that differentiates natural-born English speakers who’ve taken on board all the cultural and mass media influences that shape our Westernised identities.

The very best ads, of course, are typically produced by creative teams – copywriters working with art directors.  Even here, however, you can often recognise which creative skill is dominant – much in the same way you can recognise whether it was John Lennon or Paul McCartney who did the creative spade-work in their highly effective song-writing partnership.

Copywriters, at the very least, should be able to enhance an art director’s ideas – and then produce flawlessly relevant copy that flows from the headline, regardless of who came up with the original concept.  At best, a copywriter’s facility with words should be able to extract every ounce of meaning from creative concepts as applied to almost any type of advertising.  That is pure talent.

To find out more about Buzzwords’ approach to creating effective advertising concepts, visit:


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