Partner, Co-Creative Director, Jack Tinker & Partners Inc.
chuukyuu In your agency how does a copywriter start working on an account? How is the system of co-operation set up among copywriter, art director, marketing man and research man?
Mr.Case Well, on any account, there is a team of three people who at the beginning are the writer, the art director and the account man. They usually begin by going to see the client, trying to learn everything they can about the product and how it is made and what is good about it, what is bad about it, and what the competition is, what is good and bad about them and what kind of a company is it that makes it.... Just information, that is the beginning.
A system of cooperation is set up simply by sticking them all together and telling them that they are all in it together. And ifthey don't work together... in many cases it does not work out ... they are all going to suffer. So, if they realize that they are not working together, they usually come to us and say, "This isn't working. Something has got to change." And we talk it out and decide what we want to change.
