Masterclasses
Why Human-Crafted Messaging Will Never Go Out of Style
Given the amount of commentary claiming copywriting to be in jeopardy as a profession, what with all the generative AI going around and whatnot, we thought it the perfect moment to get 3 of our industry’s most revered copywriters together to tell us all what’s what.
In this discussion, George Tannenbaum, Vikki Ross, and Eddie Shleyner speak candidly about:
- How they see the role of a copywriter, and when brand leaders would do best to bring them in
- The importance of always bolstering only that which is true about what you’re advertising
- What creation means, and how to cultivate it over time and across subjects
- Which behaviors make copywriters greatly successful (and where they’re sorely missing)
- Why genAI will never be able to produce what we, as humans, can pen.
A bit more about our panelists
George Tannenbaum started his copywriting career 40 odd years ago, so you can only imagine the wisdom he carries. He’s seen the profession evolve over the years into what it is today, working with most of the biggest agencies on the planet. Then, in January 2020, after being the Copy Chief at Ogilvy for 5 years, he started his own agency at the ripe age of 62. And it’s been going beautifully ever since.
Vikki Ross has created the voices of some brands you may have heard of (pun definitely intended): Range Rover, Jaguar, BAFTA, IMAX, ITV, Sky, LIONS. The 3 main principles she writes by? Get real, get personal, and get active. After all, copywriting is all about “saying real words that real people really say” in conversation—or so she’s taught us.
Eddie Shleyner is best known for having taken his VeryGoodCopy business from consulting to newsletter to published book. He’s followed by tens of thousands of copywriters, marketers, and brand leaders who appreciate his unique ability to leverage personal stories and experiences into valuable lessons about how we communicate through language and script.
Who this masterclass is for
Our host and editor-in-chief, Flavia Barbat, ensured that this conversation remained just as relevant for copywriters as it is for those that manage them (i.e., creative heads and brand leaders). In fact, if your role involves communications in any way, we highly recommend you watch this session.
The moral of the story? Write on with conviction and remember to leverage your observations and passion to break the rules creatively. Foster desire in an honest way by finding that which is true about your brand and bolstering it. Have the patience necessary to do so and work only with those that have the patience necessary to do so. And, as Vikki states towards the end, remember that #AICouldNever do things the way you do them.
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