Copywriters got hosed in the job title department. The word doesn't indicate that we also come up with concepts, cast talent, choose music, direct voiceovers, develop content for multiple media channels, help our partners determine a visual approach, manage junior creatives, present work to our clients, and often even determine strategy.
Decades ago, some designer looked across the table and said, "I'm going to start calling myself an 'art director.'" And his copywriter should have replied, "OK. Then I'm going to start calling myself a 'message director.'" But he didn't. Whoops.
Maybe we ought to correct that mistake. More than ever, copy is the least of a copywriter's problems. Integrated storytelling, with multiple engaging and surprising doorways into a cohesive brand, is our current measure of greatness.
Yes, I still get giddy when I get a brief asking for a 30-second spot. But I get equally giddy when a client says, "We have this much money. How do we use it to maximize our brand across multiple consumer touchpoints?" A copywriter may not have the answer. But a message director certainly would.
[Ed. - This post was inspired by a discussion on the Egotist.]