Making the Case for the Word Director

Marketers often struggle with products and services that require a certain degree of market education, where they need to persuade their audience to look at things differently, and to even act differently.

But for those that like a creative challenge, there is nothing more exciting.

Introducing the role of the word director into the familiar eco-system of brand communications is one such challenge, but one well worth the effort.

An Art Director. For Words.

While everyone knows the difference between an art director and a graphic designer, there seems to be no such distinction for people who use words.

Most are familiar with copywriters, but a word director doesn’t just write the words; they come up with the reasoning and purpose behind the words. They have a gravitas and business understanding, as well as a deep understanding of user experience to go along with their creative wordsmanship.

Hands-on Brand Strategy

In many ways the word director is a hands-on brand strategist, or someone who can articulate and implement an existing ‘Big Idea’ strategy into tangible words in a distinct voice, tone and personality across all touchpoints - from marketing to product, and even to business.

Speedboat vs Titanic

Today’s fast-paced climate no longer affords businesses the luxury to undergo the time-consuming and costly processes that traditional agencies offer.?

When businesses face an acute identity / relevance challenge, they often just need a new perspective; a set of questions that challenges the conventional thinking born from the status quo.?

Unlike traditional agencies where words are part of a larger creative team, a word director is a standalone service that often delivers greater value? -- especially when done in a 4-6 week sprint of soul searching to find and articulate a brand's reason to believe.