Interactive copywriting: bad. Fire: good.

Toad has a post on this topic started by an agency.com CD over at LinkedIn. (If you’re on LI, do a search for “Why is copywriting in interactive so mediocre?” in the Answers section). Otherwise, Toad has enough of the responses to make you go wtf? consisting mainly of:

1) Clients get what they pay for.
2) Copywriting in general is bad.
3) Old school ad people brought in to work on interactive.

That last one cracks me up the most. Oh sure, because you just know that all the interactive places are full of 40-year olds writing all the copy. Whatever. My long-winded response to the problem:

Look beyond the writing to the concept behind it. A great idea transcends any media.

Are people convinced by writing and art direction or is the idea what they gravitate to. I say it’s the idea. And if it’s solid enough, then not even a mediocre creative can mess it up. Ehhh, almost.