Three Reasons You Should Leave A Copywriting Job

I resign

 You know it’s time to leave a copywriting job when….

ONE: You still keep banging your head on a creative brick wall but you don’t bleed anymore

TWO: You find you almost don’t care about speling

THREE: Your boss starts addressing you as MR or MS Wordsmith

A) It’s patronising…

B) It means you’re marginalised and your creativity is safely under control…

C) You’re almost irrelevant; a sideshow even…

D) You’re an indulgence…

E) You’re not really necessary but we tolerate having you around…

F) Ooh… what a quaint little skill that is in our big hard-nosed sales environment…

G) This is the real world – You fill the space, OK?

We Have A Business Plan

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  “Right, okay ladies and gentlemen…. if I can refer you to the Corporate Business Plan… as you will see, we have incorporated a strategic delivery framework, along with key improvement plans that we expect to bear considerable benefits to the business in the medium term.  We have of course integrated performance targets; a short-term financial strategy,… Read more.

A Novel Idea

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“What’s my new novel called?  Well, it’s the one with the long, windy enigmatic title apropos of nothing that is cynically designed to intrigue you with its hidden depths while you’re casually browsing in Waterstones but is really just a quick cash in on similarly-titled novels that have gone on to win awards and are… Read more.

Am I A Brand?

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Do you see yourself as a brand?  A neatly packaged product tailored for public consumption.  An objectified individual subject to the same processes of definition, simplification, promotion, enhancement, projection and – if necessary – damage limitation as applied to anything from a new shampoo to a more complex financial product. Oh how we laughed when… Read more.

Between Love And Madness…

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Perfume is a product to sell via advertising much like any other.  However, it also brings special challenges that make it a process with unique propositions and creative opportunities.  It’s a demanding task matching the intangible to the indefinable in the pursuit of the illusionary.  That so much hasn’t risen to these demands is both evidence of the… Read more.

Andrex Strikes A Bum Note

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Not content with showing us their puppies Andrex is getting down to the nitty-gritty of dietary fibre and how the nation wipes.  The latest attempt to inveigle brand awareness into the last few nooks and crannies of everyday life that remain untouched is ultimately a non-(t)issue of false hysteria. The numbest of bum steers. Showing… Read more.

Advertising So Much Bad Poetry

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Some consider advertising a trick to be learnt.  The more charitable would allow that at its best it attains the level of a craft.  There’s certainly an art to it – but it’s not an art form and any number of self-regarding award ceremonies won’t change that.  Advertising gathers the superficialities of other mediums like… Read more.

Ghost in the Machine

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Analogy of the day: Freelance writers are like porn stars – there’s always someone prepared to do more, go further and make more noise about it; for less money than you. While staring at a blank screen…  I wonder if Eureka! moments are the same?  Or do you have to wait for them to warm up… Read more.

ALDI and the serial killer

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One of the biggest challenges for any copywriter is to produce a long-running series of ads yet maintain quality, provide occasional surprises; all the while remaining convincingly on message for the benefit of client and campaign alike.  As with all things that are done well – the overtly simple methodology and creative framework that informs the work… Read more.

Still Keeping Calm?

UBIQUITOUS, insidious; uplifting or invidious – whatever your take on the doctrine of the Zen Master of the high street gift shop you can’t deny the quiet power of the message or its ability to delight and infuriate in equal measure.  It’s a bona fide phenomenon that harks back to a simpler time when the… Read more.