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ere are more agencies doin uch bettei i»>h today. i ( B's h isii believes thai crea
Mts in i\ commercials is some
mis restricted bj government iiiroi. the networks and agency wyers He also believes that the fluence of testing services has
fleeted copywriting, foi some
Ikiks take testing verj serious!) \iul that raises another ques
on l xactl) how does the client
fleet copywi iting toda) ' Client influence over creativitj
xists. of course, but it's not cornonly exerted, most executives
give When a client Joes inter •de, it's usually in the area of potent rather than technique.
"I think the client has a reponsibility to tell us what is the nost important aspect of his prodct, even it we don't agree." says "tVW's t'hevins. "It's true that •lients sometimes call and sa) hcy'd like to sec a specific enterainer in their commercial or they'd ike to film in Italy. Hut they don't a\ they want humor or more :opy. That's technique, which is eft up to us."
Sometimes clients exert then nfluence simply by picking a new gency that thinks more along heir lines or that's celebrated for creativity." \s one candid adman ■>ut it. "advertisers switch to DDB — or other so-called 'creative1 igencics — because they want omcthing like the Volkswagen ids." I luis. it's the advertiser, himiclf. who's often responsible for :opy trends. He wants what has aleady been done, agency men say.
Creative departments scorn such linking.
"No copywriter should folio* a rend." says Rcidcr. a member ol he creative DDH agency. "It's the
vorst thing he can do He should lot watch trends except to know vhat they are — in order to get may from them He must /ig A'hilc others .ire /aggmg."
In short, a good copywriter tOlay turns out considerably more han the verbiage of a t\ com iercial. \{^ can produce the "key" hat turns out sales success, then ranslate it into words, images. Bunds and action. He thinks, not n words, but in concepts. Ami ■ should be called — as he inreasmgly is called — not "copy.vntcr" but "innovator." ■
lune 29. 1964
Doyle Dane Bornbjch'% creative spur, Willum B.'rnb.ich il n inducted info the Copywriter!' H.ill of F.imo by AWANY president Robert Pj\ch .it the .iwjidi banquet held f Kit year
For the love
off writing
the AWANY tymbol can. appropriately, H'«r on th» ;opy
•ier to ~
down y... ■-• of buoy up mora
■ I he Vdvertising \\ ritt h \smi Ol V w > i>ik — known ,i>
\\\ \m is one important ip that tppreciative
lutes to the copywriter.
I he organization is young —
only foul sears old. Its first m. ing found lust five people huddled ether in CostelkVs H \
k's once ding) rhird Vvenue. Hut m ii<ur years' time, memb
ship has grown along with it s
nown.
roday, \v^ \M is making significant inroads into advertisii bastion several blocks awaj on \| idison Vven
\ ts the club elects ( opywritcr's Hall I
date, the honor ha ited
to I eo Hi ;,in.
David Ogilvy and William Bernbach cut).
\
s that ! the
club membership ling
SO honored with gold
31