Clients are increasingly turning to teams of agency writers over
individual wordsmiths. We think we know why.
The case for the defense
Don’t get us
wrong: sometimes hiring a one-man band is the right call. Knowing you’re only
dealing with one person can simplify the briefing, delivery and feedback
processes.
These are
compelling benefits – a little too compelling given our title – but there are plenty
of reasons why using a team of writers can deliver more effective copy.
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| When it comes to copywriting, you need a crew. |
Some of our best work
comes from kicking ideas around in a group. Two or three of us will all have a
go at the brief. Then we’ll compare what we’ve done.
Consider some of
the most highly acclaimed TV dramas of the last decade or so. We’re talking Mad
Men, Breaking Bad, The Wire and The Sopranos. What do they have in common?
They all focus on flawed anti-heroes you secretly want to be? Yes, but not that.
