How to be a copywriter

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…

10 of the best: Advertising Slogans

Content & Strategy

Advertising slogans have long been the pitch where brands and products are either made or broken. A great advertising slogan can catch on fast with the general public and help to sell a product by increasing its brand reputation many times…

write-good-slogans-copywriter-collective

How to write slogans that work

Content & Strategy Copywriting Skills

Slogans are the fundamental and, often, the most important piece of a company’s marketing campaign. Companies spend thousands of dollars on copywriters, trying to find the perfect combination of words to draw in and retain customers. Take…

My favourite brand – and why you’ll not find it in a shop

Branding

For years, I have spent my time researching which type of ‘brand’ is right for me – for everything I buy. From clothes to food to music to video games, everything I love in my life is dictated by some form of brand. If I want to buy…

Multi-award winning creative director

News

empty

Brand activation – wherever, whenever, however

Branding

Flash mobs, interactive billboards, neighbours’ days and a whole new world of online experiences through social networks. Brand activation is hot. Whether you’re Nike or Mercedes, no big brand avoid the battle for the hearts of consumers…

Secret Branding Advice They Don’t Teach in Business School

Branding

While branding seems like something only the big name companies need to worry about, branding is actually happening to your business whether or not you realize it. As you advertise and interact with customers, you are creating an understanding…

Why is advertising in Russia so uncreative?

Advertising

What makes it so bad? Russia is a huge developing market and it's experiencing a consumer boom. Nearly all international brands have already jumped in. Visit Moscow - and you will easily feel this rush, this flow of free money everywhere. Advertising…

Why advertising sucks

Advertising

Let’s face it. Advertising sucks. Although it’s difficult for me to face up to the fact that I’ve wasted the last twenty years of my life I have finally come to this very sorry realisation. At best it’s completely superficial while…