In a previous post I covered the 3 ways to get better work from your advertising agency. One tip was to avoid scope creep, which includes rewriting copy after it has been presented.
This week, while waiting in a hotel foyer I was flicking through an old Time magazine and came accross this advertisement for a technology company called CSC.
The headline is probably one of the worst I have ever read:
“When the going gets tough, the tough achieve greater savings and flexibility with a world-class technology partner”
My bet is that the agency presented a headline something along the lines of “When the going gets tough, the tough get going”.
The client then changed the scope and made including “greater savings”, “flexibility” and “world-class technology partner” mandatory inclusions in the headline.
So the copywriter compromised, changed the headline, and went to the pub to bitch about it.
I’m on the copywriter’s side on this one.
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