Partner, Co-Creative Director, Jack Tinker & Partners Inc.
chuukyuu We believe that in your agency a copywriter writes both for TV commercials and prints. But are there any writers who do better jobs in either one of the two categories and who prefer to write for only one of the two media?
Mr.Case Yes, some writers are better at TV and some are better at print. Television is not really writing so much as it is a sense of theatre: what is a good drama, what is a good comedy and what is not. The actual, technicalwriting ability is not very important in TV. In print, it is important to be able to write good prose.
chuukyuu If a writer is weak in one of the two fields, do you have any method to correct his weakness?
Mr.Case No, I don't know of any way to correct the weakness.
chuukyuu Is there any copywriter you admire? What have you learned from him or her?
Mr.Case I think Mr. David Ogilvy was very good, because he made advertising rational. He wrote ads in such a way that an intelligent man could read them and be convinced instead of saying, "Oh, my God, there's just another piece of advertising".
chuukyuu How do you observe in general terms future development of advertising industry in America?
Mr.Case I really don't have any ideas on this question.