If you’re an aficionado of copywriting technique and tone of voice, it’s certainly worth taking a cheeky look at Primark website. You’ll. Be. Shook. The retail giant is now down with the dudes in a big way, appropriating with gusto the vernacular of its youthful...
The easy option for marketers is to avoid politics. Brands never want to get too involved in the political sphere, because you can be certain that if you please one group of customers, you’ll alienate another. Best to keep schtum. Donald J Trump, I would argue, is...
Larger businesses often have the most sophisticated of marketing operations and they can also call upon the support of countless agencies to assist them in their communications. At first glance, you’d think they’d be the companies least likely to need training in...
One of the key themes in advertising over the past couple of decades has been the rapid shift away from the dominance of traditional centres, such as London and New York. The Asian market place is not only hugely significant in terms of its spend, but increasingly as...
The recent news that Tiffany has featured a same-sex couple in its advertising for the first time demonstrates an important truth about the industry. Creatively, ads hold a mirror up to the society around them. Sometimes, of course, that mirror is distorted – a little...
How hard can you make it to shoot a commercial? Well, how about filming a club environment five metres underwater? That's exactly what Brazil's F/Nazca Saatchi & Saatchi did for their client Skol to promote the new Beats Senses beer. Impressive stuff....
Sad to hear of the death of Rodney Fitch, founder of the eponymous agency and a truly influential figure in British design. I had the pleasure of interviewing him for a magazine article last year and found him to be one of those rare people who is able to express...
Is it really possible to teach people to write better advertising and marketing copy? It’s perhaps easy to think of copywriting as an inherent or innate skill. Some people have a natural flair with words and others don’t. While there’s a clear element of truth in this...
https://www.youtube.com/watch?v=Wt924kp8a5A#t=35 A great campaign from the iconic Jack Daniel's brand. Well worth checking out the website.
I’m often asked for advice by aspiring copywriters who come along to training courses. Some are young and perhaps starting out with agencies. Others are a little older and thinking about a career change. Freelance copywriting is often a good option if you have family...