I saw an extraordinary guy walking through Golden Square the other evening. He had a style all his own. A lean, wiry chap of at least 60 years, and white haired, he wore an incredibly loud sky-blue, close-cut suit. He also had on white shoes, a bright tie and a red wool ear warmer, which […]
If you’re ever really bored, bind your legs together with tape and try running around. You’ll feel like a copywriter trying to work with a typical set of brand guidelines – if the ones I’ve come across are anything to go by. It’s not easy trying to perform when you’re restrained by loads of rules. […]
Did you know that copywriters are also translators? We often have to turn gobbledygook into English. Last week, for example, I helped a multinational firm rewrite its mission, vision and brand values. Having worked in these areas a few times now, I’ve noticed common mistakes: lots of long paragraphs full of long words, clichés and […]
A good planner, as I mentioned in my previous post, can be a real asset. Sometimes though, marketers can’t afford one. What do you do when that happens? You have to do some strategic thinking yourself. Yes, copywriters and art directors can think strategically like planners, too. My art director Jeff and I often have […]
Some copywriters and art directors I know would say that question is a contradiction in terms. It’s like asking them, what makes a nice serial killer? For them, planners are people who mess up the creative process and prevent us from producing outstanding work. I don’t buy that view, at least not entirely. As a […]
Here’s one of the new ads my creative partner Jeff Suthons and I have created for our cider client’s Green Goblin brand. The ads will be running in national magazines this August. It’s a pleasure to work with Thatchers, a family-owned Somerset cider maker.
This Hot Wheels poster, by Ogilvy Mexico, won a Silver Lion at the 2010 Cannes Advertising Festival. Isn’t it terrible? I mean, where’s the headline? And just look at all that printed space without any copy whatsoever. What was the copywriter doing? I’m kidding – I think this poster’s great. But I can recall a […]
Help me. I don’t know what to make of the video above. Campaign magazine chose it as their ad of the week. Is it an ad? Or is it a music video with product placement? And is it any good? Supposedly, it’s for Converse shoes. But the sell is so soft, the idea so recessive, […]