In all my years in the business, everyone has joked about the tempermental copywriter. But there’s a reason that the writers are so abrasive. Where the art professionals may get annoying requests for color changes and logo size increases, they essentially have a skill that is obviously beyond every account executive or marketing manager. An AE can ask for an art change, but most can never hope to go into Photoshop and makes those changes themselves.

But everyone can write. And thus is born the delusion of grandeur that makes everyone believe that because they can write, they are qualified as a writer.

Nothing could be further from the truth.

- Bob Knorpp, DeathByAdvertising.com

And if I’m being brutally honest [copywriting]‘s not really writing. It’s more about taking some pre-digested copy points, realigning some verb noun agreements and sprucing it all up with a well-chosen adverb or adjective.

It’s not something a well-trained monkey couldn’t do. And if you’ve spent anytime inside an ad agency you know that metaphor has not been stretched.

- Rich Siegel, http://roundseventeen.blogspot.com/ (congrats on three years)

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Kudos to agency Red Urban.

Once you snap the QR code “you’ll find a mobile website with the latest weather, water quality, community Twitter updates and other pertinent sun-and-fun tidbits.” The latest weather? As in, that stuff that surrounds you at the moment you engage the QR code? How helpful.

So here you are on the beach. There’s lots to take in: there is beautiful weather, (which you know because you have sensory system, not because a QR code told you so) and there is beautiful people. And then there is an idiot staring his phone while trying to take a picture of a tiny code on a trash can.

This is why I don’t understand the popularity of QR codes. More often than not, they require more effort with less return than simply a URL or similar call to action. I have to open the QR app, try to focus the code (which isn’t easy), then wait for something to load, most often my browser that takes me a URL. Just post the bit.ly, it takes less time to type that in.

UNICEF – Donate a word from Katharina Schmitt on Vimeo.

Miami Ad School
AD: Lisa Zeitlhuber http://cargocollective.com/lisazeitlhuber
CW: Katharina Schmitt http://cargocollective.com/katharinaschmitt
Instructors: Tara Lawall (BBH) & Graham Douglas (Droga5)

Student Work

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Google Rent Project from Gabriel Kolisch on Vimeo.

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