Posts

The way we work now

This coming week, I’ll be doing something unusual: working in an agency. I’ve not done that since last August. In the not-too distant past, I nearly always went into agencies. Increasingly though, I and other freelancers are working either remotely – usually from home – or directly to clients on their premises. Even when we’re […]

Mouthwatering marketing in Shoreditch

The past few weeks, I’ve been working in The Tea Building, the former Lipton Tea warehouse, in Shoreditch, E1, an interesting, edgy area: a mixture of dilapidation and gentrification. There are quite a few new businesses here, but no central gathering place where everyone goes to shop and eat. So the retailers in the Box […]

A new life for old media: 10 examples of online brands using TV, print and DM

Some say traditional advertising is dead. Or dying pretty quickly. They say we’re living in a post-advertising age, where the “interruptive” ad no longer works. I say nonsense. Below are examples of companies using old media to grow their digital-age brands. Before jumping ahead though, allow me to indulge in a little rant. Not so […]

Disposable freelancers

Are you letting your freelance creatives go too soon? Of course I’m going to encourage you to keep freelancers employed for longer. After all, I am one. But if you’ll indulge me a bit, you’ll see that I also have your interest at heart. You’ll often hear freelance copywriters and art directors complain they hardly […]

How’s your conversation with customers?

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 […]

How to turn up the creativity

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 […]

New work for Porsche

I often freelance in part of the M&C Saatchi group called LIDA, where I’ve been privileged to write copy for their Porsche client. Each time, I learn fascinating stories and facts about Porsche cars. The ad below, which is currently running in many UK newspapers and magazines, is based on one of those facts. Click […]

iPad? I prefer my pad

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 […]