Where have all the writers gone?

Neil Francis, co-founder and creative partner at Stephens Francis Whitson, asks why good copywriters, and the skills to write persuasive copy in a brand tone of voice, seem to be thin on the ground.

Where have all the writers gone?

Neil Francis

In the world of advertising the old adage that 'a picture is worth a thousand words' has never been truer. Seemingly the use of imagery in advertising is now more important than ever in conveying messages about brand or product identity. Despite the death 80 years ago this October of 'silent film', the use of iconic imagery and semiotics over the clever use of words is very much alive and at the forefront of many successful campaigns. However, this has occurred at the expense of copy. All too often, a great deal...

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