Advertising Writing – The Truth About Creativity
Advertising has always been a field that is seen through the looking glass of awe, wonder and magic. The things that copywriters and designers do, the jingles the musicians churn up, the TV commercials that are made, have enamoured many a young lad and lass – either to embrace tightly or to reject entirely, the ability and possibility to be in this Creative field, probably the most creative field in the 21st century.
And yet, when I spoke about Creative writing and Copywriting to the Northpoint batch, I was compelled to tell the younger ones, that advertising is not all about creativity. That the bread-butter of most advertising agencies comes not through the super-creativity that we associate advertising with, but regular, boring stuff. Like plainly written brochures, information pamphlets, TV ads that talk about Rs.2 off on a boring soap bar. Hours and hours are spent on doing stuff that will lead to cold, hard sales, rather than a gold at Cannes or an award in-house.
Yes, the industry is more creative, than say the banking sector. But what about when you are working on an ATM notice poster (the kinds you see inside ATM cabins all the time and never pay attention to?) that just wants to say that the interest rates on outstanding credit card amounts have been increased to 2.25%? The super creative alcohol, watches, condom ads that make into the mock-portfolio of many a ‘creative’ kinds are not the stuff that you do daily.
And indeed, even within the industry, the people are split into the ‘Creatives’ and ‘everyone else’. The creatives will include the copywriters, the designers, the musicians, the film-makers. Everyone else includes the Account Planners, the Client Servicing, the Business Development. While the Creatives will execute the final leg of the process, it is a lot of hours spent on the initial brief by the everyone else that results in a good ad campaign, as much as the brilliant twist of phrase by the copywriter or the excellent design element by the visualiser.
For a student, to understand the industry and how it works, it is essential to strip away the boundaries between the creative and the business sense. It is essential to know that creativity required for advertising is not the Pablo Picasso kinds. The creativity is not the ends by itself. It is a means to achieving sales or brand building – an objective beyond itself. The creativity required for advertising can be learnt by those who are ready to work on their language and design skills. It is not necessarily a bastion of those born with a flair for writing or design. That might just make the entry easier. But staying in the industry, doing work that is effective rather than creative, requires experience, understanding of people and psychology and the humbling knowledge that your job hinges not on how utterly awesome you are but whether you can deliver good stuff on strict deadlines. Stuff based more on client requirements than that super idea of yours.
Like Piyush Pandey told us during my convocation at Northpoint, “Advertising is a lot of fun. There are parties, glamour, celebrities. But once you finish your course and get into the real world, you will realise ki kaam bhi karna padta hai!”
Check out the photos of our session here.