Do you do more than just write? If so, does your computer at work reflect this?

Probably not.

Most writers get stuck with the crappiest of the crap when it comes to agency computers. Once all of the ADs, producers, account people, planners, project managers and the guy who cleans the bathroom have had their pick of the litter, you are typically left with a machine that can barely handle email let alone Word, InDesiign, Acrobat and all of the other shit we deal with on a daily basis.

Why is this?

Is this some holdover relic from the Mad Men days when a writer would shove some copy at an Art Director and run off to have martinis with the girls from the secretary pool?

Maybe some writers still operate this way, but not the ones who want to continue working in this business.

An effective writer should be fluent in more than just words. He should understand design. Know his way around Photoshop. Be familiar with technology. And most importantly, he should be able to develop ideas.

Have a great idea you want to share with the team? Whip up a quick layout in InDesign. Or shoot a quick video with your iPhone. Whatever it takes to bring the idea to life.

Don’t feel like you can rely on your AD to throw together any little whim you have. Chances are they’re busy executing some of the shit you guys came up with last week. Or they’re taking that crappy little write up you did and trying to turn it into something that resembles advertising.

None of this is difficult. Any writer is capable. But we need a little help.

So please, if you’re reading this, pass it along to the kind ladies and gentlemen in your IT department. Let them know we are all here to do great work on behalf of the agency.

We just can’t do it with a 2002 iBook.

- TJ Bennett