Patrick Collister: Why copywriting matters

Google's head of design, Patrick Collister, introduces the copywriting panel, and takes us through examples of brilliant copy. More importantly, he explains why copywriting matters.

Also, listen out for a very good joke about copywriters and designers changing lightbulbs.

Then watch Mark Runacus take you through the DMA's copywriting census results https://www.youtube.com/watch?v=y-KnK84IA8c