Saatchi & Saatchi L.A. exec Mike McKay's idea of hiring a copywriter based on a single funny tweet seemed like bad idea jeans from the get-go. Still, even with low expectations, he might have set the industry back by choosing a dick joke. The winning tweet, which earned Jonathan Pelleg a $70,000-a-year writing job: "You have to be concise on Twitter. Like a circumcision, everything extra gets cut off whether you like it or not." Really? Let's see, the usual knock on agency creative departments is they're sophomoric male bastions. Doesn't look like that's changing anytime soon. Leaving aside how much this kind of contest trivializes ad writing jobs, it doesn't seem like a good strategy for finding talent. Twitter is mostly ephemera, posted and soon forgotten. Sure, you can probably find good writing talent there, but you're more likely to find it in those who day in, day out write great stuff others feel compelled to share. That's a needed skill in advertising, perhaps even more so than a circumcision one-liner.
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