“A good copy is always written when the design is known”, A frustrated copywriter. “A good design can only be made when the copy is known.”, A frustrated designer. And as the tussle gears up, the client servicing person becomes the ping-pong ball, trying to manage the perfect balance between the two. However, a great ad campaign requires that despite the tussle, both the designer and the copywriter should work in coordination to strike the perfect balance and crack the perfect campaign.
The irony is that copywriters and designers have as much similarities as there are differences between them. In terms of differences, both the rivals see each-other as worlds apart and superior to one another. Copywriters believe that a strong ad campaign with a hard-hitting copy is what induces consumers to purchase a specific brand while on the contrary designers believe that consumers are less interested in all the content written and pay more attention to the overall look and feel of a product. This creates a serious tussle between the two and what is at stake is the client’s investment and the brand image.
Their similarities also provide them a set of principles that can help them to collaborate and coordinate. Despite their belief of belonging to different worlds, both of them indeed have a lot of commonalities. Both, the designer and the copywriter belong to the creative world using their talent and creativity to deliver great campaigns. In addition, the ultimate aim of both the designer and the copywriter is to portray the sponsored brand in the most creative way possible to boost sales and create a positive impact in the minds of the consumers.
So, we must spare the client servicing person the back and forth hustle and adopt strategies that usher collaboration. These include collaborative initial brainstorming on any concept so that both the designer and the copywriter have a clear idea or presenting the designer with a written brief with a concept note describing what is required from the creative. Most importantly, both of them should provide space to the other by showing trust and letting each one handle their own creative fields without constant interruption.
The Cold War is indeed fun, But let’s collaborate and celebrate award winning ads.