Do you have to write in correct English to be an English copywriter? Does a brand that speaks incorrect English devalue itself? I don't know, but it's worth thinking about. There was a time when copywriting was all about flawless English. There was also a time when English was about flawless English. English, today, is not about flawless English; it's communicative English. Can a copywriter afford to get by without knowing the Queen's English? Judging by how irrelevant the Queen is, I suspect the answer is yes. The question then is, what kind of copywriter does the state of advertising today demand? With audiences so fragmented, languages so mixed up and clutter so contiguous, why bother with a copywriter who uses words like contiguous?
Don't get me wrong, it's not simple being a copywriter. Just get this right: A copywriter has to be simple. Unfortunately you can't be simple unless you know what's difficult. I guess you do need a copywriter who knows his English. Like I said, it's a tough one to call.
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