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As every moron knows, an ad comprises of words and pictures. The word component is the domain of the Copywriter and the visuals, the Art person. Interestingly, although their combined creativity, skills and craft went into the making/creation of the ad, they functioned separately. This meant that the Copywriter wrote his stuff and handed it over to the Art person – usually with some guidelines – who then proceeded to visualise it in an appropriately meaningful manner. The duo also (frequently) came from different ‘social’ stratospheres. The Copywriter, usually, came from a Convent/Public School background, was fluent in English and totally comfortable with both the command and nuances of the language. He was also heavily into what this world offered – theatre, poetry, literature, cinema, cocktail parties… this invariably made him the ‘spokesperson’ of the creative team and the front guy during briefing, interaction and presentations. The Art guy, a hugely gifted person, normally was an Art School/College product, not terribly comfortable either with the English language or its fancy manifestations. He/she was happy to do the work assigned to the best of his/her ability and go home, quite content to live in the shadows…
In the year 2008, does the Art-Copy divide still exist – in any form? Does the subliminal khunnas in the Art guys still remain with the Copy brats for constantly stealing their thunder, unfairly? Do the Copy-hotties still luxuriate in the old smugness… or in this new world-order, is all that a thing of the past with convergence finally replacing conflict?
Ogilvy’s talented Delhi-based Creative Director, Titus Upputuru takes first strike. “Weird as it may sound today, this kind of crazy division of labour did exist, once! Three things slammed it out. One, the concept of ideation [replacing the earlier juvenile words and pictures ying-yang] that demanded collaboration, shared thinking and brainstorming. Two, the tacit recognition by the Art guys that there is a world of difference between Art [aesthetics and design by-the-book] and Art Direction [creating powerful seductive communication that will sell in the market place] putting an end to the dreaded, old-fashioned Art College syndrome! Lastly, the entry and popularity of Design Yatra – an art-specific fest held every year, where hot-shot globally acclaimed Art and Design Gurus come down to India [Goa?] every year to conduct workshops with our art guys.”
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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