Creative Insights

Creative thinking from the world’s leading copywriters

Retro cassette tape — a story copied from copy to copy loses fidelity with every retelling

Your Brand Narrative Is What Strangers Can Repeat

Before we match a writer to a company, I do something that sounds almost too simple to bill for. I ask three people at that company — usually the founder, the head of sales, and whoever runs marketing — to tell me what the company does and…
Red neon open sign glowing in a dark shop window at night

SEO Copywriting Services: Why Ranking Is the Cheap Part

SEO copywriting services promise rankings. After twenty years placing writers, I can tell you ranking is the cheap part. Persuasion is what you're buying.
An orange origami crane standing out from a crowd of identical folded paper shapes

What a Copywriting Agency Actually Sells (It Isn’t Writing)

After 20 years running a copywriting agency, I can tell you the product isn’t writers. It’s judgement — and the shortlist of one.
Peeling painted wall with torn layers exposing older surfaces beneath

The Copy Brief That Was Really a Brand Strategy Problem

After 20 years placing senior copywriters, here’s how a simple copy brief exposes a brand strategy problem — and what to fix before you brief a writer.
Vintage metal letterpress printing blocks with Chinese characters in a movable-type cabinet

Transcreation: Why Great Campaigns Die at the Border

Every few weeks an email lands that I've come to think of as the most expensive kind I receive. A marketing director — smart, experienced, fresh off a campaign that worked — writes: "Can you get this translated into German? Nothing fancy,…
Two armchairs facing each other in front of a brick fireplace

How to Interview a Copywriter (When You’re Not One)

How to interview a copywriter: after 20 years placing writers and hearing how every hire turned out, here's what actually predicts great work.
Copywriter's desk with a laptop, coffee and printed drafts

Copywriter or Content Writer? You’re Hiring the Wrong One

A client called me a few months ago, frustrated. They'd hired a writer six weeks earlier — sharp, well-reviewed, fair rate — and the work was landing flat. "The blog posts are fine," they said, "but the campaign line we asked for is just...…
A writer edits a manuscript with a red pen beside a vintage typewriter

The Revision Where Good Work Goes to Die

A writer I'd placed called me a few months ago, a week after wrapping a campaign for a brand most people would be thrilled to work with. I asked how it went. There was a pause — the kind that tells you everything before the words do. "The…
the-rise-of-ai-slop-why-human-creativity-is-winning-copywriter-collective

The Rise of AI Slop and Why Human Creativity Is Winning

Congratulations, You're Irreplaceable! Here's some good news for all you creative copywriters out there who thought your career was over. Remember the big companies that had a mass clearout of their creative workforce because they thought…

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Tim

English copywriter

Lives in Brighton, United Kingdom
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Ina

Spanish copywriter

Lives in Madrid, Spain
Brands are like people, every one of them has its own personality, way of speaking, tone and ways of connecting with people. That is my job, to... Read more
BeautyCosmeticsFood and DrinkPerfume
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Lawrence

English Copywriter

Lives in Chicago, USA
I’m a creative director/copywriter with 13 years of experience on brands ranging from General Motors to Marlboro to Jameson Irish Whiskey to... Read more
Food and DrinkRetailTechnology
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Cedric

American Copywriter

Lives in Brooklyn, United States
Award-winning copywriter with 15 plus years experience. My work has been recognized by American advertising competitions like The One Show, Art... Read more
BrandCopywritingCreative directorEntertainment
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