Bettina Schulz

Bettina Schulz, born in Munich in 1974, was editor-in-chief of the international trade magazine “novum – World of Graphic Design” from 2001 until 2019. She had been a member of the editorial team since 1994 and had also worked as a freelance journalist and copywriter for various international trade magazines and customers in industry. She is a member of a number of juries for international design competitions, e.g. the European Design Awards, Designpreis der Landeshauptstadt München, Best of Content Marketing, Global Illustration Award, DesignEuropa Awards, IIID Award. She is furthermore a founding member of the Creative Paper Conference and set up her own copywriting and editorial agency in Munich in July 2019.

Red Dot: How has the quality of entries for the print category changed in the last few years?
Bettina Schulz: I have the impression that the growing digitalisation of life means high-quality print products are appreciated more, which also shines the spotlight onto sustainability. A beautiful brochure is kept longer than a cheap flyer. Print media transport much more nowadays than just information – in a subtle way, they also convey brand values.

What appeals to you about copywriting and journalism?
The intense immersion in brand environments, in companies and their values, and the development of a unique customer language are what make copywriting such an interesting profession. As a journalist, on the other hand, the discovery of new issues and trends, the networking and the opportunity to be part of the opinionforming process make it both a great job and a great responsibility.