Tuesday, November 12, 2013

The cat in the hat


I'm not working today.

This is kind of rare as I like to work whenever possible. In fact, in the West Coast domain of freelancers, I'm often referred to as the "busiest freelancer in the business."

I'll be the first to admit, it has nothing to do with talent. I can name ten writers who are much better than me. But they don't need any additional ink. And I'm not going to give it to them.

Take that, Hepinstall.

I'm busy, through sheer determination and resourcefulness. I listen to industry gossip. I track down leads. I make the cold calls others are not willing to make. And I self promote. Probably to the point of humiliating myself, but I have three princesses to keep fed and clothed.

I'm also a slut.
Availing myself to anyone willing to cover my exorbitant day rate.
Though incredibly less exorbitant than my previously mentioned, hyper-talented colleagues.

If there's one thing I've learned in my decade-long tenure as a mercenary, it's that when an agency is looking for a Digital Copywriter they're not looking for me.

Part of that could be my age. I know when I walk into an agency these days there are whispers.

"Hey Tiffany, why is your grandfather here?" 

or,

"Is that Bill Bernbach?"

Doesn't bother me.

The truth is, if it came down to a fight I could probably beat up 98% of the copywriters with staff jobs. I don't know why it would come to fisticuffs, but if it did, I'd be ready.

Not to get too meta, but another reason why I'm often overlooked for digital assignments is, ironically, this blog.

I, along with many other industry pundits, often poo-poo the value of digital advertising. And we often do it right here on the Internet. It's such a target-rich environment, I'd have a hard time not making fun of digital advertising.

By the way, if you ask the average consumer to name the most successful digital advertising effort, I have no doubt many would reply, "Burger King's Subservient Chicken." That launched in 2004!

You and I may be aware of other notable Titanium-Lion worthy campaigns. But the buying public is not. Nor, I believe, are they waiting for the next one.

Finally, there's this. If you were to look at my online portfolio, you'd see I cut my teeth doing TV, radio, print and outdoor. You might fail to see that I have done quite a bit in the digital world. Fact is, I've done more than most digital copywriters. Oh and I could beat them up too.

I could take the time to list them all here. Or I could do something more effective and buy the accoutrements that would make me look the part. Cause you can't be a Digital Copywriter unless you've got the Digital Copywriter hat.







1 comment:

Randy Bouverat said...

Don't get me started, and I'm not a copyrighter (see?). If only there was a way to capture and track the % of times the person who is not best for the job winds up with the assignment. But I don't understand who is making the distinction that a "digital" writer is best for online media. With display and banners cratering all there is left is authenticity. Storytelling is all the rage, Rich! And isn't that what you've always been great at?