Notebook vol.2

The Tokyo Copywriters Club has announced the winners of the TCC Award for New Talent. I extend my congratulations especially to those who seized their luck early and to those whose skills shone through after years of dedication.

In my case, it took a full decade after calling myself a copywriter to finally hold this title. Watching peers and juniors win awards one after another, I nearly gave up more than once. How many times did I mutter, "Awards? What's the point?"

The one who rejoiced most at the late spring news was my boss. I remember how his usually stern, sparingly worded mouth softened just then. My seniors, however, reacted differently. At post-award meetings, they'd laugh at my ideas, asking, "Is this the copy for a Newcomer Award?" Some even said with deadpan seriousness, "Go return that title!"

When it comes to advertising awards, the only ones bearing the name "Newcomer Award" are probably those from the Copywriters' Club in Tokyo and similar organizations. In the wider world, there are Newcomer Awards for literature, film, pop songs, and other arts – gateways for aspiring artists. If I may interpret freely, isn't the Newcomer Award for copywriting precisely that? Isn't copywriting itself a kind of art?

This is the era of core ideas. The phase where global advertising was built on art and copy has ended, and the wave of art and code now governs the direction of communication. I see. But I also think this: Code refers to programming, language, and the like. Just as there is skill in word choice and phrasing within copy, there must be skill—or lack thereof—and beauty or ugliness. And those in this field, after being praised, must feel the pressure of what to write next, grinding away relentlessly to hone their craft. (tsu)

---

Back Issues

---

#001Updated April 2014
#002 Updated May 2014