WordSmiths

Living on the edge in a CPG world.

Copywriting

25 Observations After 25 Years in the Ad Biz

Lindsey S

Lindsey S

Hard to believe, but this year marks my 25th year in the advertising business.

Along the way I’ve made more mistakes than I care to acknowledge. But have also managed to do a lot of things right.  After thousands of meetings, hundreds of campaigns and more than a quarter century of trying to do the best creative I could for my clients, I’ve come to believe in certain things.  I’ve come to hold onto certain truths that I believe are critical to being successful in this crazy, ever-evolving business.

The list below is admittedly simplistic. And many of these thoughts were collected from early in my career.  But I think they still hold true and hope you might find a thought of two that might be helpful to you in your pursuit of great work.

I believe…

Copywriting, Digital Design

A Word Is Worth A Thousand Pictures.

Lindsey S

Lindsey S

Believe it or not, there was a time in our industry when copywriters ruled. Tasked with leading the creative process, they would craft headlines based on brilliant strategies and slip them under the office doors of their art director cohorts. Only then would their second class colleagues embark on the relatively easy task of “coming up with a visual.”

My, how times have changed. Today the tables have not only turned–they’ve been upended –as our industry seems to now be ruled more and more by The Visual. Nowhere is this more evident than in today’s digital marketing mix.

About the Author

Lindsey S

Lindsey Smith

Partner and Co-Creative Director

@firstsmithbro

Lindsey is an award-winning creative director and copywriter with a particular passion for consumer packaged goods marketing.

Lindsey took a circuitous route to the creative department, starting his career as an assistant media planner, then account executive, working on several P&G CPG accounts, including Folgers, Duncan Hines and Hires Root Beer. While he learned valuable lessons about strategy, writing the perfect brief and speaking the client’s language, business suits didn't suit him very well. His heart was in the creative department and his feet were out the door- taking his first copywriting job (and a 50% pay cut) at Campbell, Mithun, Esty working on Froz-Fruit Bars, The United Way and The Travelers Insurance.

Yearning for more opportunity to work on consumer brands and, honestly, for a little more change in his pocket, Lindsey took his next job at Avrett Free & Ginsberg. In his ten years there, he honed his craft, working for dozens of clients and taking the creative lead on over 100 pitches. Not only were his campaigns bold and spot on strategically, they garnered outstanding results for clients as diverse as Meow Mix Cat Food, Johnnie Walker Black Label, Crayola, Bacardi Rum, Outward Bound, Dewar's Scotch and the Financial Times of London.

Lindsey founded Smith Brothers Agency with (surprise!) his brothers, Miles and Bronson, in April of 2002. His mission? Do great work and have a great time doing it.

Lindsey holds a B.A. in English and French Literature from Georgetown University.

Twitter @SmithBrosAgency