Phew! What a busy few weeks I’ve had. I’ve been typing my way out from under a mountain of briefs. The work is what marketing people call CRM. And what we copywriters call letter writing. The direct marketing specialists say that such work involves skills distinct from those of advertising. And I agree, up to […]
I thought it was a crazy question another copywriter asked me: “What music do you listen to when writing copy?” My answer was “None”. I don’t listen to any music when I’m writing copy or thinking up campaign ideas. And I don’t understand how anyone can. To write my best copy, I need to be […]
There are a lot of things you’re not allowed to do in advertising and marketing. “You can’t say that – the Advertising Standards Authority won’t allow us.” “Can’t show the product, the government forbids it.” “Stick to standard banners, the client can’t afford rich media.” Or “You can’t shoot the ad, we don’t have the […]
There’s certain technology us freelance copywriters can’t do without. Internet-enabled laptops for example. We need them for writing long copy, emailing and research. When it comes to playing around with ideas though, we usually resort to good old pen and paper. (Any paperless copywriters or art directors reading, please tell me how you manage.) Even […]
Tonight’s London Evening Standard has an article about something I’ve been thinking about lately: integration. Writer Gideon Spanier picks ‘Compare The Meerkat’, by agency VCCP, as an example of a good integrated campaign. I like his choice. And I wish there were more clients and agencies that worked in an integrated way. I’ve freelanced at […]
Do you watch Mad Men? Normally I don’t. Yes, I know, it’s very well written and well made. But I’m usually too busy writing copy myself to watch others writing it. Anyway, last week I did catch a bit of an episode. I was gripped. Copywriters Paul and Peggy had come to a creative review […]
Having worked as a freelance copywriter since 2001, I think the benefits of employing contractors are pretty obvious – flexibility being an important one. Sadly, even in these financially constraining times, some employers still don’t understand why it makes sense to hire us. So thanks to PCG (Professional Contractors Group) for explaining the reasons in […]
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