how to manage tone of voice

How to manage tone of voice

,
Knowing how to manage tone of voice is one of the copywriter’s most powerful tools. Choosing the appropriate words, varying the length of sentences, following or not following formal grammar rules… all these things can be used to tailor…
Ad passion

Ad passion

Do you know that feeling, when you bite into your favourite dessert… it's delicious, exciting, sweet, rewarding, it makes you feel better and you just want more of it? Well, that's how I feel when I think, talk or write about advertising... Who…
agency copywriters and freelance copywriters

Going it alone: Five differences between ad agency copywriters and freelance copywriters.

, ,
Ad agency copywriters and freelance copywriters do much the same job but enjoy very different lifestyles. So, which is best? Here are five big differences... but tell us what you think in the comments box below. 1. Work security Probably…
gloves that don't feel like gloves

Sleepless in New York, Zurich, Eindhoven, etc

,
This campaign was created while on the road by globetrotting freelancer, Fraser. He's a busy man but that’s the way he likes it. Even while putting this article together he’s also getting ready for another trip – this time to Rotterdam…
Not the normal tips for being a freelance copywriter

Not the normal tips for being a freelance copywriter

, ,
Maybe it’s the economy but there’s been a lot more interest in the idea of making money as a freelance copywriter over the last year or so. While being a successful freelancer isn’t something you can learn completely from a €5 ebook,…
How to travel and work as a freelance copywriter

How to travel and work as a freelance copywriter?

,
How can I travel and work as a freelance copywriter? It’s many people's dream to get a job they can travel around the world with. Travel writer or photographer, masseuse, English teacher, cruise ship employee, tour guide… they’re all…
severe man - briefing

Why the creative brief is so important

, ,
Sir Winston Churchill famously insisted that his generals summarize their reports using no more than a single side of paper. He’d have made a good account manager. While weeks and weeks of research might go into a creative brief there’s…
Freelancer on holiday

Freelancer vacation: The best times for freelancers to go on vacation

,
As a freelancer, you're often caught in a catch 22 situation when it comes to vacation time: You can go on holiday anytime you like (friends think you're on a permanent holiday), but you're worried about going away, because you might miss out…
freedom

Nevermind the ‘lance’ The important bit is ‘free’

, ,
Once upon a time in the West End … Apart from a year as CD on Barclay’s at Leo Burnett London in 2009, I’ve been working for myself since 1995. When I started doing it, freelance was pretty much a euphemism for ‘Can’t Get A Job’.…
future of freelancing

The future of freelancing: Will all creatives be freelancers soon?

, ,
'Freelancing' is no longer an euphemism for being out of work. In the States, where the economic situation is on the up, freelancers are an important force in the success of agencies pitching for new clients or realizing big projects. So, what…
overrated time off

Time off is overrated

,
I was born in 1973. Which means I’ve been part of that lucky and unique generation that has lived through the transition from analogue to digital. I remember telephone operators. I remember strips of 4 flashbulbs on 110 film cameras that actually…
copywriting agent

5 ways to work better with your copywriting agent

,
So you've been signed up by an agent. Congratulations! Think all your problems are solved? Think again. Having an agent is only the first rung on a very long ladder and all those who have been with the agent longer are ahead of you - with good…