“Copy” as Agency of the Year
It wasn’t that long ago that the word copy dominated the lexicon of the big advertiser. It was a synonym for creative, for TV, for tagline, even strategy. A good creative idea, delivered in the form of memorable copy (or string of compelling words) was the basis of the business. It’s what advertising agencies did…and still do.
Great copy cannot be developed consistently by consumers. Though a blind squirrel does, indeed, find an acorn every now and again…
Agencies aren’t going away any time soon.