Maybe it’s a bit optimistic. Maybe it’s just plain wrong. But I’ve been speaking to a number of copywriters in Europe these past few days. None have a spare minute. All are struggling to keep up. What does this mean? Do I know the only successful copywriters in Europe? Or – as one of them suggested – are we an indication of the way industry in general is headed? I’d like to think it’s the latter. I’m currently working for two very large companies and a hotel. All are very upbeat in their sectors. They are all confident about picking up extra market shares and have the plans and processes to do so. Significantly, this involves new products, applications and – in the case of the hotel – a totally new way of talking to people. So it’s a time of innovation and working together with customers – the type of things copywriters love.