Creative Insights

Creative thinking from the world’s leading copywriters

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Copywriter of the week : Gregorio Urbina

My name is Gregorio Urbina. I was born and raised in Costa Rica but professionally I would say that I grew up in Chicago. I spent 8 years there at agencies both big (FCB, Arc Worldwide, Y&R) and boutique (Ten35, common ground), before…
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What Is Tone Of Voice In Copy And Why Does It Matter?

Your tone of voice: why fade away when you can stand out from the crowd? With reviews and comments being easier to share than ever before, clients and customers have a great deal of choice these days. So how do you make your brand stand up…
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Copywriter of the week : Ingrid De Jong

It was a bitterly cold November day in 2012 when I arrived in Amsterdam with my two Canadian cats Zoe and Ooshi and two suitcases. My favourite cousin Erwin was here to meet me as well as the iconic I Amsterdam sign outside Schiphol airport.…
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Copywriter of the week : Melissa Ruggles

Wannabe diplomat turned copywriter (of sorts) By Melissa Ruggles Yep, that’s right. A long time ago I wanted to be a diplomat, for the American government no less. That all changed when I met a Dutchman and decided to stay here in The…
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Copywriter of the week : Robert Phillips

Robert Huddlestone Phillips draws on 20 years experience as a writer in advertising and brand building. Having set out with Agencies in London, Dubai, and Amsterdam, he's learned on the job from the very best. He is currently completing projects…
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Copywriter of the week : Paul Falla

The Naked Copywriter “Today I received one of the most challenging copywriting assignments in my 30-year career. To write 500 words about something I know everything about. Intimately. Every single damned detail. All the “product” benefits.…
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Copywriter of the week : Shelley Travers

When I was growing up all I wanted to do was work in media, but everyone told me that it wasn’t likely to happen in Adelaide, and so while I was working as a High School English teacher, I booked a one-way ticket to London on impulse. Within…
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Copywriter of the week : Fraser Bailey

An alternative look at a career in advertising By Collective copywriter Fraser Bailey This is not another boring story of which clients I worked on while working for such and such an agency. Instead, it’s a more personal and football-related…
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Copywriter of the week : Stephanie Wollenberg

I’ve spent close to a decade creating concepts, inventive taglines, refreshing re-brand ideas–you name it–for Nike, Deliveroo, American Express, Philips and Booking.com. Helping brands “speak” is my thing. That’s why since I started…

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