chuukyuu Do you think that in America today, a highly talentad copyweiter could write good copies no matter which agency he is working for? Or do you think the qualty of his work would depend on which agency hs is working for?
Ron I think that the quality of his work depends on which agency he is working for．There are a lot of very talented poeple at other agencies but they never get a chance to do good work because their management is not oriented to good work and the management does not know how to sell the work. The management requires other thing. Sometimes a writer who has been at another agency and doing work that was not exceptional can come to one of the newer agencies and do brilliant work. So, a lot of agencies hurt themselves by not letting their writers and art directors really do the kind of work that they have the talent for.
chuukyuu Please tell us a summary of your opinion for a good copywriting?
Ron Honesty with yourself first of all. And attention to detail, digging into the problem, realiy understanding the product and writing for yourself mainly without trying to second-guess anybody else. To do it the way you would do it and take a chance on that being right. Once you have the right approch to the product and once you have got as much information as you can, to do it, to be true to yourself when you are writing, I think that is the most important thing as long as you have the skill foe writing.