A passionate believer that doing good is good business, Writing for Advertising Jury President Susan Treacy has dedicated herself to advertising that is a positive force in the world. Trained as a journalist, then traditional copywriter, her role has evolved to pushing the boundaries in integrated marketing and digital content.
How we write has changed, but good writing hasn’t. Right?
In the past decade, authentic has become the default voice. What would have been considered a well-crafted headline a decade ago is now tagged with the shame of inauthenticity—too "addy"—when compared with the unedited welter of the Internet.
Unfortunately, young writers more and more frequently haven't tussled with enough words and don’t have a strong command of grammar, punctuation, and editing fundamentals.
An oddly emerging opportunity for breakthrough writing is simply naming the handle. When the Pencil winners are announced, the name of the idea is the ultimate exercise in editing and word choice. Field Trip to Mars. Last Rembrandt. Like a Girl. Finding the exact right name early on is a sign that you have a strong, focused idea, and the name becomes the north star of the idea.
If you think you have a campaign that deserves a Pencil, enter your work into the D&AD Awards and see if our judges agree. When it comes to awards, nothing matters more.