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From "The Lost Art of Creative Copywriting in Advertising" by Sanam Petri
It used to be that young creatives learned craft first, then spent years gaining the experience necessary to think like a creative director. When you ask most creatives in my generation how they found their way into advertising, the answer is generally the same: as kids, we found we had a talent for writing, drawing, or some other largely impractical skill, but no interest in starving for our art.
Back then, advertising felt like an oasis; a place to write, draw, and have fun within the confines of a secure job. But because today's advertising world is largely driven by accolades and awards, many communication schools are churning out kids who think like creative directors, not kids who just love to write.
Students are coming into the agency with their sights trained on one thing: being the one to come up with the one game-changing idea that puts them on the map. But what are the implications of hiring an entire generation of thinkers who can't do? What happens to the young design genius who spends his work day designing, rather than dreaming? What happens to the quality of the work we put out into the world?
In my experience, the most successful creative agencies are the ones with the most diverse set of weird people. The web designer who moonlights as a furniture maker. The copywriter who started life as a children's book author. Musicians, craftsman, game designers, the passionate and the obsessive … these are the people we want filling our creative departments. People for whom "concepting" is a constant state of mind. Kids who grew up studying comic books and albums sleeves, not award annuals.