Filling in the Blanks - CBC POE Magazine

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IDENTIFY STYLES, MOVEMENTS & INFLUENCERS IN THE COPWRITING INDUSTRY.

CREATIVE BRAND COMMUNICATIONS Understanding creative brand communications and what it entails.

Being authentic. Having conversations.

Building customer personas. Cultivating brand personalities. Providing relevant content. Concentrating on quality engagement over quantity. Being open. Maintaining interest consumer.

Delivering benefits. Creating a holistic experience. Leveraging consumergenerated content. Establishing the call to action, (Moraes, 2015).

Creative Brand Communications is a combination of activities that impact the attitudes, thoughts and feelings of consumers in the market place concerning various services, products and brands. A brands image is intricately constructed and supported by creative brand communication, (Cambridge Dictionary, 2016).

successfully reflected at each stage of communication, (Edmonds, 2016).Creative brand communications utilizes and develops the essence of the brand to connect with the hearts and the minds of its audience.

It produces a strong brand strategy and delivers a clear brand message, (Edmonds, 2016).

An established brand is the core of a thriving business. The purpose of creative brand communication is to build brand strategies and designs that are innovative in order to add value to the lives of consumers. It is the process of developing, nurturing and positioning brands to increase brand engagement and establish strong customer relationships. Furthermore, creative brand communications establishes the distinctive purpose, personality and the collection of values of the brand that are communicated to consumers to create meaningful connections. The objective of creative brand communications is to create brand experiences that are memorable, enjoyable and establish connections, (Roundhouse, 2016)

Brand communications focuses on “delivering the right message at the right time to the right people.�

Creative brand communication concentrates on sharing and leveraging the brands purpose, values and personality to create memorable brand experiences and to create and maintain long-lasting customer connections.

Brand communication takes place when consumers interact with brands. This can occur over a multitude of channels which include social media, websites, articles, videos, print ads and in store interactions. Creative brand communications aims to effectively control and regulate the brands interactions with consumers in order to successfully position the brand. Integrated and holistic communication is an important aspect of branding to ensure that the brand is authentic, consistent and inspired. Brands communicate through their design, their products, their marketing communications and their customers. Customers who use brands become ambassadors of the brands as well as employees and shareholders. The brands contact points can either build or break the brands image, therefore, brand interactions must carefully be managed effectively to ensure that the brands purpose and its principles are

It is essential that brands initiate conversations with their consumers. It is increasingly important that brands are active on social media to regulate distinctive dialogue with their customers. Creative brand communication strategies are planned and practically applied. They are carried out as brand messages that cohesively integrate the brand and establish brand values. The brands purpose, values and personality are engineered to create a shift so that potential customers become brand users. The benefits and the features of the brands products and services must be communicated appropriately to ensure the shift. Creative brand communicators work to ensure that the brand and its messaging are relevant to the target audience. It is their job to retain the interest of consumers in the market and uphold the brand so that it can become an intrinsic part of the audiences lives. Brands are important because they are regarded the greatest asset of businesses, (Roundhouse, 2016).

The various fields of creative brand communications include art direction, graphic design, multimedia design, copywriting, experiential design, information design, user experience design and motion graphics design, (Vega School, 2016).

Creative brand communications involves the crafting of the brands messages and delivering them to audiences, (The Economist Group, 2013). Creative brand communications establishes the brand in the hearts and the minds of consumers, it differentiates the brand from its competitors, it establishes strong connections with consumers and it transforms loyal customers into brand representatives. (Beloved Brands, 2015).

Insights connect us to brands because consumers see themselves reflected in the story that the brand projects, (Beloved Brands, 2015).

Copywriting.

Copywriting has nothing to do with copyright law and regardless of what the series, “Mad Men,” has taught you, copywriters don’t exclusively work in advertising.

Copywriters use words for marketing and they construct content that pushes customers to actively do something. They understand who the target audience is and they gener-ate insights to connect with consumers.

The purpose of copy is to make a reader take an action whether it is simply to follow a brand on social media or purchase an item in store. Great copy compels action. Cop-ywriters compose and structure copy that can be found in various places such as on landing pages, in sales pages and in direct mails. Copy should be striking engaging and compelling in order to capture the attention of the consumer. Copy on websites is selected to gain the visibility on search engines. Copywriting is an essential part of the advertising industry which is global and worth more than $2.3 trillion.

Copywriters should ensure that the headlines they create capture the attention of the audience.

Headlines should provide knowledge, they should be interesting and they should offer a benefit that will make the audience continue reading. Copy should al-ways add value to the lives of their target audience. The written content within campaigns should build a business’s authority, reflect the brands identity and establish a connection with consumers. Copy that is displayed on websites should attract social attention and it should prove that the content is worth reading. A well-defined call to action is essential for effective copy. It tells the audience what move to take next.

Quality content is important to consumers. The audience should be moved to engage with the

copy in order to continue reading and to further explore the content provided. The need to sell a product shouldn’t be too noticeable or consumers might lose inter-est if they do not need the product offered.

of various services and products so that they can provide digestible content that allows consumers to understand them too. Copy should be persuasive without being forceful, it should be simple and clear, (Robbins, 2009).

Copy should be human-centric. The purpose of copywriting is to deliver a message to consumers.

The tone of voice should reflect the brand. It should not be intrusive or ob-noxious as that will put customers off. Copy should never be too complicated that it al-ienates the reader.

Copywriting is a creative process in which copywriters conceptualise big ideas and communicate them to the consumers.

Copywriters are flexible in nature as they adapt their tone according to who they are addressing.

Copywriters have the ability to evolve a brand by establishing a strong connection with the audience through communication. They work on many different accounts at once which displays their multitasking skills. They generate insights, cre-ate concepts that are fresh and engaging and they communicate a specific message to the consumers. Copywriters find the right words to say and they figure out what the best way to use words provoke emotions in customers.

They believe that words have tremendous power and they use them to create a lasting impression.

Copywriters can create websites and write blogs.

They update brand content to ensure that the brand is functioning at its highest potential and that it is being perceived by the audience positively.

They create case studies, newspaper articles, white papers, in-dustry reports responses on social media and email marketing campaigns. (McCoy, 2016) Copywriters highlight the benefits and the features of products and they communicate with different groups of people in order to collect insights.

Copywriters write for radio commercials, print advertisements and television. They come up with concepts that convert prospective consumers into customers. Copywriters must be able to meet deadlines and they should understand the heart

Brilliant copy has an agenda and a purpose.

Copywriters write on behalf of a brand to inform, educate, promote and entertain. It is important that copywriters immerse them-selves in the brands before they begin constructing content as this ensures communi-cation that is substantial.

Meticulous research, brilliant salesmanship and hard work always precedes effective copy. (Knott, 2015) Great copywriting has a golden thread that is stretched throughout a campaign which ensures uniformity and cohesion. Many South African copywriters are motivated by awards to create brilliant content. The Loeries, the Pendorings, the D&AD awards and The Cannes Lions International Festival of Creativity are all award festivals that recog-nise fantastic work in the industry.

Freelance Copywriters have more freedom as their schedules are determined by how much work they secure. Freelances are often required to be more social than typical copywriters in order to build their client base. They should price their services competi-tively and build a portfolio of impeccable work. It is imperative that they always deliver their work on time to maintain strong relationships with their clients. (Copywrit-ers.co.za, 2008)

Copywriting T H E

P R O C E S S

Conducting research.

Determining findings Interpreting research. Converting findings into insights. Transforming insights into concepts. Iteration.

Translating features into benefits. Considering the brand. Studying the consumers. Ideation.

Generating single-minded messages. Cultivating clear objectives. Focusing on the creative process.

Generating a multitude of ideas. Creating concepts.

Establishing messages. Reviewing lateral advertising.

Examining literal advertising. Exploring traditional media. Generating synergy. Engaging in word play.

Crafting headlines. Writing slogans. Constructing imagery. Provoking emotion. Building brand persona.

Writing body copy.

Copywriting requires creativity which means that it is essentially an art. It requires mastery, style and special knowledge.

Copywriting that is artistic allows for marketing content that is breath-taking and awe-inspiring. Effective copy is a science.

It requires trials, tests and failures, breakthroughs and improvements.

Through scientific advertising, a Copywriter can develop a big idea that drives a campaign.

THE STYLES OF COPY Simple copy. Story telling copy. Conversational copy.

Imaginative copy. Long copy.

Poetic copy. Factual copy.

Honest copy. Exaggerated copy. Unconventional copy.

T Y P E S O F C O P Y W R I T E R S Creative Copywriters create concepts and communicate a big idea that drives campaigns that are memorable, effective and concise.

Marketing copywriters capture the attention of a specific target audience and they ensure that the constructed copy provokes particular emotional response in consumers and drives them to purchase a product or a service.

Brand journalists tell appealing stories based on consumer testimonies and based on the perceptive of the brand to captures the target audience’s attention.

Digital copywriters construct microcopy on websites and on applications that provide instruction to the consumers so that they can put the correct information in the correct fields or so that they can select the most appropriate links.

Technical Copywriters focus on the practical performance of the business and they guarantee that the target audience understand what is being offered to them.

Information Copywriters present logical and rational information in a way that is clear, understandable and easy to read.

SEO copywriters carefully select keywords that increase the visibility of a particular website on search engines and they ensure that their websites rank highly on these search engines such as Google. They focus on web copy.

C A M P A I G N S CASE STUDIES & INDUSTRY EXAMPLES Conceptual campaigns that are copy driven and leave a lasting impression.

In recent years, marketing and advertising, has evolved along with communication mediums and medias.

Interactivity and digital media have changed the dynamics of how messages are communicated and how messages are consumed by audiences. Audiences can now consume media in their own time, when it is convenient, which means that unwanted advertisements can be overlooked by the “Skip Ad� button on Youtube, by scrolling past them while on the web and by fast forwarding commercials while watching series.

Video streaming services such as Netflix and Showmax challenge television and radio media. Copywriters must adjust to this shift and find new innovative ways to utilise the tools of modern media to capture and maintain the attention of consumers. Strong advertising changes the way in which consumers think about themselves and their place in the world.

Successful advertising is based on consumer insights that are leveraged and executed brilliantly. Strong campaigns create new categories in advertising and they become part of modern culture.

Damn good advertising has a strong tone of voice, a clear point of view, it is courageous, it explores uncharted territories and most importantly, the communication stays true to the brand.

(Adage, 2016)

U N I C E F:

T A P

The Tap Project was launched in 2007 on World Water day. The big idea was to simply donate a single dollar donation onto ones’ restaurant bill to provide children with clean drinking water for 40 days. The campaign raised more than $2.5 million. The insight behind the campaign was that the most served and the biggest brand globally isn’t branded at all as it is tap water. Droga5, which was the agency behind the campaign, decided to brand tap water. They asked people at restaurants to donate to the cause in an environment where consumers are used to spending money. By providing the option for consumers to add a dollar to supply safe drinking water to children who

P R O J E C T

were disadvantaged was an idea that was welcomed because people in restaurants are prepared to make a transaction. They united a nation behind a brand that doesn’t exist. Instead of buying expensive bottle water due to peer pressure, people could make the choice of contributing to a cause that positively changed the lives of thousands. Restaurants agreed to partnering with UNICEF, Sarah Jessica Parker announced the campaign and Media outlets covered the story and donated to the cause. The campaign expanded into a phone application that provided children with clean water for a day. The campaign was impactful and it left a lasting impression.

theatres and people responded with applause. The impactful campaign was even aired at the Grammy’s.

The brand won a Grand Prix at the Cannes Lion Festival. The campaign was bold because it challenged the food industry and American farming.

It established a shared value system and a way to actively contribute to sustainable farming. The commercial was not limited by a set time frame like most campaigns are but it captured the brands beliefs in a truthful manner that inspired millions of people. The brand extended the campaign into other long-form videos such as, “Scarecrow,” which was accompanied by an interactive game that won another Grand Prix at the Cannes. They also created a series entitled, “Farmed and Dangerous,” that aired on Hulu.

(Adage, 2016)

The campaign focused on the story of one industrial farmer who made the decision to farm in a more humane and sustainable manner. Willie Nelson covered Coldplay’s ‘The Scientist’ which was available for download on iTunes. The proceeds raised from the song purchases went towards the Chipotle Cultivate Foundation.

The food chain connected with consumers and allowed them to be more aware of the issues that plague the food-industry. They illustrated the issue being addressed by one character which could be supported by the millions of Chipotle customers who purchase their products. The campaign resonated with the audience and established unwavering loyalty.

It was powerful. The message spread quickly and it went viral. It was aired in

C H I P O T L E : B A C K T H E S T A R T

T O

The brand utilised a single-word catchphrase that encapsulated “bro humour” and established a level of silliness that consumers adored. It is regarded as the most iconic and successful popculture campaign of the 21st Century in the USA. It is humorous, endearing, effortless and confident in its approach of referencing the lighter side of life.

Vinny Warren was the copywriter who created the campaign that appeared at the Super Bowl in 2000. The campaign featured African-American Budweiser drinkers who repeated the phrase to one another over the phone. The brand went against racist criticism that implied the brand was cheapening itself by using an all-black cast. The campaign became a hit, inspired parodies and won numerous awards, including a Grand Prix at the Cannes. The advertisements became a part of pop culture. Media personalities such as Katie Couric and Howard Stern talked about the advertisement openly.

The campaign went viral before anyone even understood what going viral meant.

People started greeting each other with the urban phrase which provoked joy in the consumers. The campaign was ridiculous but it always caused its consumers to chuckle. The advertisements generated mass traffic to their website where people could learn how to say “Whassup,” in 30 different ways. The viral aspect of the campaign was ahead of its time.

W H A S S U P

(Adage, 2016)

B U D W E I S E R :

(Adage, 2016)

M E T R O T R A I N S : D U M B W A Y S T O D I E The creative agency McCann Melbourne created a PSA for Metro. The campaign was entitled, “Dumb Ways to Die� and it leveraged lovable cartoon characters, catchy music and dark humour to create classic advertisements. The agency decided to communicate the public service announcement in a humorous and in an entertaining manner. The idea was essentially to communicate to people that being hit by a train is a ridiculous, unnecessary and principally, a dumb way to die. The song was recorded by Tangerine Kitty and it was launched on radio, iTunes and YouTube. On iTunes, the song reached the top 10 chart in 2012.

It was created to be shared virally. The campaign delivered a serious message in an upbeat and a endearing manner without watering down the message. The campaign was contagious and people began singing the song frequently and even unconsciously. It included ambient

displays and posters that went viral on social media, including Instagram. People posted photographs of themselves alongside the characters of the campaign or pressing a giant button that represented individuals taking a pledge to be more aware and safer around trains. The campaign extended into a toy range, a educational book, a mobile application and a mobile game, which was ranked the number one app in 53 markets on the iPhone app store.

It also became the top app on iPad in 81 countries. The campaign became the most awarded campaign in Cannes history in 2013 with 28 Cannes Lions and 5 Grand Prix’s awarded. It ensured that young people were aware of the danger that trains pose and it promoted train safety. The advertisements were effective.

Metro Trains recorded a 21% reduction in deaths and accidents as a result of the campaign.

D O S E Q U I S : T H E M O S T INTERESTING MAN IN THE WORLD Dos Equis made a star out of Jonathan Goldsmith who acted as a grey-haired journeyman. They used an older man in there advertisements instead of a 20-something year old that most beer advertisements featured. The 70-year-old is "The Most Interesting Man in the World," and he is considered to be one of the most respected characters of the century. "I don't always drink beer, but when I do, I prefer Dos Equis. Stay thirsty, my friends," is the tagline and it has been parodied thousands of times across the internet.

The advertisements are described as being pure genius and it is refreshing that The Most Interesting Man in the World states that he doesn't always drink beer in an advertisement for beer.

The brand became one of the fastest-growing beers after the campaign was launched in 2007.

The protagonist was older and more worldly which communicated a non-threatening image to their male target audience. The character served as inspiration rather than a reminder of what they haven't achieved. The character became an

illusion of class and brilliance. The advertisements utilised exaggeration without being clichĂŠ or conventional which showcased the power of masterfully expressed hyperboles. The client was nervous about airing the campaign as it was so far beyond the norm of marketing for beers. The big idea came while the creative team mocked the brief as it described the target audience in unrealistic terms. They were ridiculously lofty and seemed to be based fundamentally on fiction.

Some advertisements showcased flashbacks of The Most Interesting Man in the Word engaging in death-defying activities that were quirky in nature between the 1960's and the 1990's.

The campaign features a narrator that recites brilliant one-liners that capture the attention of the audience as they are far-fetched and humorous. The insight behind the brand was that the greatest fear of male bar-goers who are young is that they will be considered as boring.

The brand provided them with something to talk about and an interesting wingman.

P & G : T H A N K Y O U ,

Procter and Gamble were provided the opportunity to sign a sponsorship deal with the U.S. Olympic Committee for the Winter Games. The company made the deci-sion to sign the contract over a single weekend. The common denominator of all the Procter and Gamble brands within its portfolio was that mothers were their pri-mary target audience. Although the concept of showing appreciation for mothers had already been executed, even by their biggest competitors, Johnson & John-son, P&G's communication connected with their consumers more effectively. Wieden & Kennedy Portland, the agency behind the campaign, created a series of awardwinning, tear-jerking advertisements. The insight behind the campaign fo-cused on the research finding that people feel better about brands when they know that they are from P&G and when they are aware that brands are from P&G, they feel better about the brand as a whole.

The campaign resulted in a $500 million

M O M

in-crease in P&G sales and it consistently built the company's brand equity and awareness. The campaign won the top 2013 Advertising Research Foundation Ogilvy Award and a Gold Effie. By 2014, P&G were creating advertisements that creatively trumped their competition.

More than 25 million people viewed their YouTube video within the first three days of releasing their 2014 Winter Games advertisement.

APPLE: GET A MAC Nobody questioned whether people are PC or Mac before TBWA launched the "Get a Mac" campaign for Apple in 2006. They released 66 commercials that showcased the rivalry between PC and Mac. The campaign featured John Hodgman and Justin Long who are both comedic actors.

John Hodgman character resembled Bill Gates with a nerdy demeanour and a workaholic attitude. He represented PC. Justin Long's character had a hip personality that resembled Steve Jobs and he represented a Mac computer. They personified both the PC and Mac and they showcased the humorous, playful and competitive relationship that the two products had. The advertisements enabled the communication of boring aspects of computing such as viruses, security, syntax errors and rebooting.

Conversations between Mac and Pc were established and endearing. Mac was always seen comforting PC for his shortcomings. The campaign made computing easy to understand. The brand contributed to a larger cultural conversation. Steve Jobs worked closely with Lee Clow who was the chairman of TBWA. The campaign was the first of its kind as it inspired people to use their computers in more ways. Mac provided the tools that simplified computing. Other brands tried to emulate the either/or style of the campaign and numerous parodies and memes preceded the advertisements.

The campaign wasn't mean-spirited.

It consisted of good-natured humour.

Competitive advertising is difficult because it can come across as bullying other brands but TBWA executed the advertisements flawlessly by using the right tone of voice.

The advertisements were release during a time when Microsoft Vista was struggling and Apple leveraged their weaknesses. The campaign promoted pride in Mac loyalists and it inspired PC users to purchase Mac's instead of PC's as they displayed modern

and user-friendly features that benefited the audience. Aggressive advertising is risky but Apple was considered David and PC was recognised as Goliath in the computing industry. Not many people switched from PC to Mac but the campaign was popular among Mac-users which strengthened their cult-like following. Apple also gained the support of a younger audience through applications and devices such as iTunes and iPod. By communicating in a competitive manner, Apple engaged their younger audience and provided them with more knowledge on their products which created a new generation of Mac users. “Get a Mac� changed advertising culture by doing comparative and competitive advertising in a manner that is entertaining. The campaign was social, sharable and it greatly impacted popular culture. It changed the conversation that surrounded the advantages of the Mac operating system. The campaign was executed brilliantly from the dialogue to the casting and everything in between. The facial expressions were spot on, the issue at hand was relevant and the messaging was consistent.

A M E R I C A N

E X P R E S S :

B U S I N E S S American Express created a campaign entitled “Small Business Saturday” in 2010. The concept was to aid their small-business merchants to increase their sales. The big idea was to get individuals to celebrate small businesses. 93% of the brands customers agree that supporting small businesses is important, but getting them to actively participate was a challenge. They also needed to ensure that small businesses participated in the promotion and the marketing of the campaign. Many big businesses such as Facebook, Federal Express and Twitter all partnered together to ensure that the campaign was a success by contributing their services to American Express. Collaboration was the key feature of the campaign. It was a community centric idea that relied heavily on partnerships and people coming together for one purpose.

Consumers were rewarded with the experience of shopping that became more personal as they escaped the mass mentality of large shopping outlets and connected with small-business owners who treated their customers like family.

It captured a movement that aimed to grow local businesses and interactions. The campaign made a difference to local businesses and to American Express. The campaign was released during a recession and during a time when the

S M A L L

S A T U R D A Y need for the re-emergence of small business was growing. American Express became a credible friend of small businesses but the campaign wasn’t just about the brand, it was about supporting small business. This authentic communication connected with their target audience and establish brand loyalty. Small Business Saturday created more customers and transactions for everyone. YouTube, Twitter and Foursquare provided social-media support free of charge to expand the campaign further and FedEx contributed personalised signs to grab the attention of consumers. The campaign became a national phenomenon in the USA. American Express wasn’t just a financial-service provider after their campaign, they became more appealing to the masses. They inspired consumers and their campaign generated more than $5.7 billion in sales revenue in 2013. The campaign won two Grand Prix at the Cannes. It generated a cultural movement that altered the perception that people had of small business and how they interacted with them. People became advocates of the cause. It added value to the community as a whole by serving them. The concept was true to the brand and authentic.

Numerous agencies such as Ogilvy & Mather supported the campaign as it grew each year.

OLD SPICE: THE MAN YOUR M A N C O U L D S M E E L L L I K E “Your Man Could Smell Like,� was created when Wieden & Kennedy received a simple brief. The insight that drove the campaign was that females make the majority of purchases for body wash. Their research showed that males typically use the body wash that their girlfriends and their wives buy which meant that Old Spice sales were extremely low.

The campaign was a last attempt for the brand to clear its inventory. They needed to speak to women in their campaign without alienating men.

Directing their communication to females was uncharted territories. The short time period that they were allowed to come up with the campaign meant that they couldn’t overthink their communication which often takes place in the creative industry. The campaign became iconic and it utilised absurd humour to engage their male audience. They broke the rules of advertising and created visuals that literally reflected the copy.

The campaign essentially mocks the conventions of advertising in order to create brilliant advertising. The Old Spice Guy attained iconic pop culture status.

The brand extended the campaign by

communicating with its fans through Twitter response videos which further established the brands connection with the audience.

The response videos on Twitter broke the mould of traditional advertising and they became some of the first viral advertisements. The Twitter responses were personalised and were written in real time. The campaign was incredibly simple but it worked simply because good advertising is good advertising.

D O V E :

C A M PA I G N

Dove has changed the societal notions of beauty over the years with their Campaign for Real Beauty. The campaign started a conversation about the standards of female beauty. Consumers interacted and shared Dove’s campaign message across the internet resulting in a viral campaign. They utilised digital media to create authentic dialogue about the issue at hand. The campaign went global. It was bold, brave, transparent, insightful and groundbreaking.

In our modern society, brands feed of the insecurities of females and they remind women that they need to alter or enhance themselves in order to be deemed attractive by society.

Dove took a completely different approach. They asked woman what they liked about themselves and they promoted the message that the natural attributes of females are what make them beautiful. The campaign used everyday people in their advertisements instead of using traditional models. Other brands such as Nike also emulated this tactic

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of connecting with females by using women who represented average people. The campaign adopted light feminism that Always, Pantene and CoverGirl also implement in their communications. The campaign began in 2004. Dove conducted a global survey that showed that only 23% of females felt that they were responsible for actually influencing their personal definition of beauty.

This research indicates that Dove was the pioneer in reconsidering female standards. Dove also contributed to three times more females believing that they influence their own definition of beauty in 2016. Studies show that females believe that social media plays a great role in defining beauty standards. Therefore, the Campaign for Real Beauty has existed mainly on social media since it began. Dove is a brand among many who are actively trying to advance the cause of empowering females. It has truly impacted the way in which females see themselves. Numerous females connect with Dove on social media and they express how the campaign

has changed their personal perception of their own beauty. In a society that is plagued by anorexia and bulimia which is promoted by unhealthy and edited images of the female body, Dove decided to showcase normal, healthy females.

The campaign started a conversation about beauty standards by asking people to vote about various females appearances.

One advertisement displayed a curvy woman that featured the tagline, “Fit or fat?.” 52% of the people who voted believed that she was fat.

The brand didn’t alter their findings to accommodate the brands message, they embraced their research and allowed their findings to drive conversations concerning the issue. The Dove SelfEsteem fund was established and in 2006, the viral video, “Evolution,” was released.

Evolution showcased the application of Photoshop to the images of females.

The brand appeared on various talk shows and the campaign established a blueprint for creating viral hits in the branding environment. Dove’s sales have boosted from $2.5 billion to over $4 billion since the campaign has been released.

People became more interested in what the brand was selling once they were exposed to the campaign. People appreciated the social impact that their communication had on the world. The campaign resonated with the customers deeply and they now expect that the competitors in the industry create content that support females instead of breaking them down. A new marketing behaviour has come about since the advertisements have aired. The era of individuals associates themselves with brands that share their personal value systems. Dove educated females on how to love themselves which is an invaluable lesson. The Self-Esteem Fund was created because it aligned with the brands messaging. It actively educated young females and it provided a resources that practically supported females. The brand created communication that was

meaningful, relevant and real. The brand was already associated with attributes such as transparency and honesty.

They merely created a campaign that stemmed from the core of the brands identity. They leveraged their positioning in the market and used it as a strength to redefine beauty. The idea was timely and brave. It made women feel more confident in their skins. In doing this, the well-known brand has become an inspiring icon. It has altered and continually alters the conversation on beauty and self-image.

The brand leveraged a higher purpose.

As a result, the campaign will leave a lasting impression on people and on society as a whole as it marks a historic moment in time when females were made to realise their worth.

IDENTIFYING INFLUENCERS Copywriters who deeply i n sp i re and m oti va te m e.

Note: I carried out extensive research on my influences. The pages that are marked by this symbol are my main influencers.

Influencial Industry Giants C O P Y W R I T E R S W H O A LT E R E D T H E A DV E R T I S I N G I N D U S T R Y

BY CRAFTING MASTERFUL CONCEPTS AND COPY

“If you are trying to persuade people to do something, or buy something, it seems to me you should use their language.” David Ogilvy Successful copy speaks to the heart and the soul of the target audience. It is understood by the consumer and it communicates, shares and directly relates to the audience. David Ogilvy is an industry giant and source of inspiration because he gave advertising a new platform. He founded Ogilvy & Mather which is a renowned agency “The brief should be the floor, not the ceiling.” – Dave Trott.

The brief is designed to be the foundation of the communication which inspired brilliant concepts. When the brief is utilised correctly as the framework, the concept and its messaging will inevitably answer the brief. By using the brief as the foundation, greater depth, insight and values are revealed.

“Great lines don’t have to be clever, they just have to speak to people.” Tony Brignull.

Copywriters need to truly understand their target audience in order to connect with them. By understanding the audience, one

can craft and channel the unique tone of voice of the client. Copy should always be clear, simple, relevant and appealing.

“Use your life to animate your copy, if something moves you, chances are, it will touch someone else too.” – David Abbott.

Emotions are genuine, powerful and instinctive. Emotive copy inspires and moves people. Brands must establish an emotional connection with the audience in order to be remembered.

Jeanine Vermaak is a Copywriter at Joe Public and she has a deep passion for creating campaigns that have a social impact.

She was part of the social initiative campaign for One School at A Time which showcased how additional English learning improved a learners understanding of all the content of their classes as the majority of their classes are taught in English. The campaign won a Gold Pencil awards at The One Show in the category of Public Service The campaign also won a silver at the Clio Awards in 2014 for the campaign. The advertisements took the medium of radio. Jeanine wrote the script for the radio advertisements and oversaw the campaign along with Pepe Marais who is the Executive Creative Director of Joe Public and Freda Raubenheimer who was the Art Director of the project. The campaign featured a girl named Lesego reading content to actively display how her English had improved with additional English classes. They provided a solution to a problem that plagues South Africa as learners struggle in school because they don’t understand what is being taught. They asked the audience to

donate to the cause which would help the organisation employ a full time English teacher that could aid leaners in disadvantaged areas. The campaign was brilliant because it features a real learner first struggling with her reading and then improving.

Jeanine Vermaak copywriting style is authentic and it demonstrates the challenge at hand instead of merely just telling the audience about it.

She relies heavily on strong creative partnerships that motivate her to be the best Copywriter that she can be.

She also won a Midas Certificate at the Midas Award for the World’s Best Financial Advertising in 2015. Joe Public worked with the brand Nedbank and the Jersey campaign was created.

She has a fresh, witty sense of humour which is displayed in the campaign that she created for McCain foods in 2016. She conceptualised and created the tagline which is, “Frozen at their Best,” which was supported by iconic figures in their prime. She was awarded, along with the rest of her creative team, a Gold at the Loeries Awards in 2016 in the category of “Crafts: Print/Outdoor & Out of Home” for the Lifeguard advertisement.

She has worked with brands such as Panado, Bobtail and Nike in addition to McCain Foods and One School at a Time. She specialises in design and branding media, promotion and event media and TV and Cinema media.

SHELLEY SMOLER is a Creative Director at Bartle Bogle Hegarty in London, She had her start as a Copywriter at King James and then as a Creative Group Head at TBWA/Hunt/ Lascaris Johannesburg. Smoler has also worked for agencies such as FCB Johannesburg, J. Walter Thompson Johannesburg, Ogilvy & Mather Johannesburg and Ireland/Davenport. The brands she has worked on include Toyota, BMW, Harley-Davidson, Cardies and Castle Lager.

She was part of the team that won a Bronze at the Cannes for the “A Voice for the Voiceless� campaign created for The Zimbabwean. The Zimbabwean is a newspaper that has always gone to the greatest lengths to deliver the stories of real people. The newspaper is a victim of the Mugabe regimes censorship yet they still refuse to write propaganda which resulted in journalists who wrote for the magazine being exiled. They needed a campaign that broke the silence and reminded millions of Zimbabweans who live in South Africa and in Zimbabwean that

the newspaper is the mouth piece of the people. They discovered that what set The Zimbabwean apart was its fearlessness in the face of oppression. A photography exhibition had been shut down by police in Harare merely two hours after it opened, and so Smoler and her creative team sent an appeal to the photographers to donate their images. Smoler conceptualised a speak bubble which was in the shape of the country of Zimbabwean. This image was placed at the mouth of the subjects within the photographs, thus, the photojournalism transformed into an appeal to consumers to give the Zimbabwean people a voice.

The voiceless campaign was created which consisted of a series of billboards across Zimbabwe and South Africa. The website that the campaign directed its viewers to offered citizens with the opportunity to challenge the silence of censorship by actively reading the stories behind the pictures. Viewers could sponsor or purchase a subscription which progressed the cause. The campaign used Social media sites to provide a digital space where Zimbabweans can speak out and be heard.

She is considered to be one of the greatest copywriters by her creative teams because she is passionate about her work. She cares about the brand she is working with and the consumers of the brand with every fibre of her being. She is renowned for her art direction and her copy on numerous print advertisements that she has conceptualised and created.

S I M O N L O T Z E started out as an intern at Grabarz & Partner, Hamburg in 2000. He then became a Junior Copywriter at the agency working on brands such as Volkswagen and IKEA. In 2005, he became a Copywriter at TBWA\Fusion Cape Town where he created campaigns for Pfizer, Adidas, V & A Waterfront, Panarottis and Adidas. He then had the experience of working with Cola Cola, SAB Miller, Unilever, Nike, Nandos, Russian Bear Vodka and Pick ‘n Pay 2006 to 2009 when he worked for Lowe Bull, Cape Town. In 2010, he became a senior Copywriter ay FoxP2, Cape Town. His clients consisted of Property24.com, Cinema Nouveau and MWEB. Between 2012 to 2015, he worked as a Senior Copywriter at Ogilvy & Mather in London, where he conceptualised and wrote copy for Dove, Pizza Hut Delivery Kronenbourg 1664 and Philips. He is currently an Associate Creative Director working at Ogilvy & Mather.

Lotze believes that strong partnerships create inspired advertisements that connect with consumers. He established a creative team with

Miguel Nunes in 2012. Miguel Nunes & Simon Lotze first worked together in 2008 on a glbal pitch in New York. Four years later, they moved to London as a team. As a team, they have received awards from D&AD, The One Show and Cannes. They were ranked in the top five creative teams in the United Kingdom among London’s top performing teams at the Cannes by Campaign Magazine and by The Big Won. Their work on Expedia was ranked number 3 on the Warc 100 list of the most effective campaigns in the world. The campaign that they created for Ogilvy and Mather, London was based on the insight that people believed that individuals who traveled were more interesting.

They showcased people becoming favourites at work and the centre of attention after they return from a variety of different countries.

Lotze uses exaggeration to shock his audience.

He used this technique for the Drive Dry campaign entitled, “They’d Love to Meet You,” which featured inmates in a crowded prison cell looking out at the audience. This campaign communicated the message that drinking and driving is a criminal offence. It worked effectively because South African citizens have become desensitised to advertising messages that featured graphic car accidents. The campaign made headlines and it started a nationwide conversation about drinking responsibly. It won a Silver Bullet at the Young Guns and A Silver at the Cannes lions.

Collaboration is very important to Simon Lotze and he believes that young creatives should leverage strong partnerships to create brilliant, wellround advertisements that are impactful. Lotze is a brilliant creative because he isn’t afraid to communicate a message that is truthful yet startling.

He utilises discomfort to ensure that consumers take action and make a change in their lives.

SARAH KEEVY Sarah Keevy graduated from Vega School of Branding and Communication in 2007. She started out as a Copywriter at Euro RSCG, South Africa. She then moved to the agency Ireland-Davenport. Over the years she has cultivated skills in integrated marketing, creative direction, marketing communications, digital strategy, online advertising, social media marketing, direct marketing, concept development, brand development, brand architecture and interpersonal communication. Her roles as a copywriter included conceptualisation, creating communication identities, crafting copy based on creative strategy, writing for print, web, radio and TV, researching the client’s offerings to conceptualise and communicate their message more effectively and to write long copy and short copy. She has supervised numerous TV shoots and radio recordings, and she also presents to a multitude of clients.

The most inspiring campaign she created was for Kalk Bay Books which has one of the widest ranges of audio books in South Africa. The insight behind the campaign was that their consumers listen to audio books while driving long distances which means that they are traveling physically and mentally they are flowing the storyline, therefore, they are experiencing “A Journey within a Journey.” This tagline was written

by Sarah Keevy and it displayed the beauty of fantasy intersecting with reality as two stories merge into one. The audio books become a secondary map that they travel by. Avid readers truly connected with

the communication because it emulated the beauty of books and it illustrated the benefit of audio books, which is that they allow people to multi-task.

Sarah Keevy is passionate about the environment and she gains inspiration by exposing herself to enriching experiences and educational materials. She always aims to cultivate unique insights that drive creativity and result in stimulating advertisements. Keevy has worked for brands such as Kalk Bay Books, Fox and Pnet.

Keevy’s communication is smart, relevant and engaging.

She utilises storytelling to connect with consumers which makes her a brilliant Copywriter.

C H A D WRIGHT Chad Wright is a South African Copywriter that has worked on global brands and campaigns such as BMW, The Nelson Mandela Foundation and Abu Dhabi Tourism. His quirky, bold humour is evident in many of his advertisements.

He has worked at some of the top agencies in South Africa which include TBWA/Hunt/Lascaris, Ogilvy & Mather, Ireland/Davenport and Quirk Digital.

He is currently working at M&C Saatchi UAE as a Senior Copywriter. Wright is a brilliant writer and he goes beyond the traditional norms of communication.

He is a strategic thinker who comes up with unique solutions to briefs. He is versatile and he is able to communicate in numerous styles authentically. He effortlessly translates big ideas and concepts into reality.

He is considered a rare creature in the creative industry, who is able to take communication strategy, process it, understand it and translate it into relevant and fresh creative work. He is an instigator of fun, which motivates his work.

He is a brilliant ideator and he creates engaging campaigns. His style is neat, elegant and composed. They aren’t loud like many of the campaigns that currently saturate the marketplace but they are effective. He has won a Silver at the Loerie Awards for the Edgars Intimate Wear “Unskippable advertisement” and a Bronze for the Neslon Mandela Foundation, “Legocy” campaign. He was also awarded the best overall

film in 2013 for The Nelson Mandela Foundation Legocy campaign at the Google Hack awards. He has achieved silver awards at The Pendoring awards and at The Bookmark Awards. He was awarded a gold at The Roger Garlick Awards for Innovative Use of Media Space for the Exclusive Books “Stirrers,” campaign. All of these achievements are a testament to the brilliant creative that he is. Wright’s copy is eloquent and it cuts through the clutter of the marketplace.

He is considered by his associates as a conceptual genius and he works well within a team. He is highly intelligent, funny and he is a visionary.

Chad is skilled in copy editing, SEO, above the line advertising, creative writing, brand architecture, digital copywriting, content strategy, brand development, art direction, interactive marketing, digital marketing, unicorn wrangling and creative direction. His outdoor advertising campaigns are brilliant and his integrated marketing campaigns tell a holistic story that extends through different mediums beautifully.

The Exclusive Books Stirrers were created in collaboration with Noseweek, which is a magazine that is dedicated to investigating corruption and ruthlessly exposing public figures who have frequently been caught in “hot water”.

Through research, Wright recognised that avid Exclusive Books customers were also enthusiastic coffee drinkers which lead to the creation of coffee stirrers that looked like public figures that were supplied to Seattle Coffee Company which adjoined to the Exclusive Books store.

This campaign utilised collaboration a is used a comical analogy that inspired customers to support the Noseweek, Seattle Coffee Company and Exclusive books collectively.

INTERVIEWING CHAD WRIGHT Q: What is your personal method of uncovering the big idea?

A: There is no method. Research. Write lines. Simplify. Think. Rewrite. I’ve been doing it for 8 years and I still have days where I don’t know what I’m doing. That’s what makes our job so hard, but also so satisfying. Just keep it simple and have fun.

Q: What is your distinctive copywriting style?

A: You’ll have to write in a variety of styles to match the tone of the brand you’re working on. I try to keep my copy human, downplay the salesy bits, and remember that you’re speaking to people, not ‘consumers’.

Q: How do you generate inspiration?

A: Of course there’s the internet, but the things about the web is that everyone is looking at the same stuff. You’re better off getting away from your desk, reading a book, watching an art film or going for a walk. Again, with creativity, there’s no formula.

Q: What are some of your favourite creative books and/or films?

A: Anything and everything. Fiction, magazines, art house films, TED talks, comic books. Better yet, write your own book, make a magazine, shoot a film or draw a comic. You’ll learn through the process.

Q: What is your favourite aspect of the creative process?

A: Cracking a good idea. I also love making radio and being on shoot.

Q: What would you most like to change within the creative industry?

A: The creative industry is in a massive shift and digital has changed how clients measure creative success. If anything, creatives are less valued than ever before and as result we need to make ourselves indispensable. The industry needs more people who aren’t labelled ‘copywriter’ or ‘art director’ and more people who can do many things. If you can be a writer who can shoot films or an art director who can code a website, then you’re winning.

Q: What attribute do you admire most in young creatives?

A: They aren’t jaded and they can do anything. A lot of people lose that.

Q: What is more important to you than winning at the Cannes Lions or other creative awards?

A: Creative awards aren’t important to me but they’re vital to your success. I care more about writing something I’m proud of.

Q: Why are you so passionate about copy?

A: I love writing and I love coming up with ideas. You can create something from nothing and there will be moments when you’re on set for a multi-million Rand production and there are hundreds of crew members and directors and actors all coming together to turn your little idea into a reality. What’s not to love?

Also, good copywriters are scarce and the industry needs them, so don’t ever underestimate how valuable your skill is!

G A R Y DU TOIT currently works as a Senior Copywriter at TAXI, Toronto. He has previously worked as an Associate Creative Director at Crispin Porter + Bogusky and David & Goliath which are both in the United States, as a Copywriter at Network BBDO in Johannesburg, at Ogilvy & Mather South Africa and at BBDO Worldwide Inc. in the United States.

He has gained a lot of this experience and inspiration through travelling. He is persistent, reliable and meticulous. He has been awarded two silver awards at the Clios. He is fluent and funny in his approach to advertising which separates him from other Copywriters. He has worked for brands such as Kia, Virgin Atlantic and Honda.

He created the Bookdealers, Biographies campaign that featured images of Albert Einstein, Muhammad Ali, Marilyn Monroe and Martin Luther King with their eyes cut out and the eyes of another person inserted in their place, which represent the reader looking through the eyes of the icons. The message is simple; Bookdealers provide biography’s that represent the lives of icons so accurately that the readers will feel as if they were the icons themselves. The campaign was easy to understand and memorable.

CHARLOTTE M A R R I N E R

Charlotte Marriner is a Copywriter at Cheil London. She has picked up a vast collection of international and national awards. She is a throughthe-line creative that enjoys cracking conceptual briefs. Big ideas are what motivate her to create. She won a gold at the John Caples International Awards and at the Pendorings in 2012. She has achieved the honour of being awarded a Grand Prix at the Loeries.

Marriner is an avid blogger who writes about her weird and wonderful experiences. She uses blogging as creative outlet and she recommends it to her fellow creatives as it clears one’s head and it is a brilliant way to express oneself.

Charlotte Marriner found a human connection when she worked on the campaign for Tracker. The insight behind the campaign was that car were often hijacked with children still in the back the car. A story was told of ambition, love and legacy that showed that, “A Life Saved is a Life Lived.”

She has worked as a Copywriter at many of the biggest agencies in South Africa which include Joe Public, Ireland/ Davenport and Ogilvy & Mather South Africa. Her specialties include online advertising, strategy, integrated advertising, social media communications, creative direction, radio, television and brand development.

M I K E C O O K “I think it’s important that creatives know how to think strategically and how to ideate efficiently instead of merely thinking in terms of output. When I am trying to come up with a big idea, I focus on understanding the brands positioning and the personality of the brand. I then I personify the brand and I try to understand how the brand would position itself in the world based on who it fundamentally is.

Brands either challenge the world, invite the world in or go on a mission to influence the world. My copywriting style is empathetic and simple which is effective because consumers are looking to be understood but they don’t want to work to understand a message.

People look to media as a means of escapism and I provide a healthy dose of entertainment that captures the audience and inspires them to be their best selves. I draw inspiration from my life and I read about and watch the progress of the best agencies. My life is immersed in advertising so I try to understand the approach of my competitors so that I can better what they do. My favourite aspect of the creative process is bringing a brand to life and creating an idea that a brand can fully own. I wish that people in the creative industry stopped seeing writing, art direction and creative direction as a profession. I think you can tell the difference between people who live their work and people who work merely for a pay check. I prefer engaging with passionate creatives who want to change the industry for the better. I admire young creatives who are talented, who have the ability to think openly

and who are responsible. Copywriting holds the message of the brand as a whole. We can change people’s lives by working in conjunction with media to communicate the message at the core of the brand. That’s a pretty powerful responsibility. My favourite creative book is Stephen King, “On Writing,” and “Start with Why,” by Simon Sinek. I personally believe the Cannes are a little overrated but I still like them. I think the D&AD awards are the greatest.”

Mike Cook is passionate about advertising.

He cultivates inspiration through experiences such as travelling and engaging with different cultures. He is honest and inspired by life. For the last four years he aided in growing the start-up agency, Workbench which is a thought-leader business that creates brilliant work. He believes firmly in strategic creativity that is of high quality and that inspires big ideas. He dabbles in a branding and design, activations, PR, retail communications, content marketing, specialist communications, promotions, advertising such as print and radio campaigns and social media communications. He has unquestionable talent.

Mike worked on the Amstel Lager, “The Chef,” campaign which highlighted the process of achieving ones goals through hard work and determination. The advertisement spoke into the lives of thousands of people who were working towards their dreams. In the advertisement, Amstel lager acknowledged that their target audience would stop at nothing in order to get where they want to be and at the end of a long day, the brand would be there to motivate them further by reminding them that the process is worth the reward.

Conrad de Kock Conrad de Kock believes in human-truths that evolve society to be more humancentric. He writes copy that is compassionate. He was attracted to the industry because he simply thought it was, “Lekker,” to be a part of communication that can bring about social change. He has a wacky sense of humour and a fresh perspective that isn’t clouded by the hustle and bustle of Joburg’s pretentious environment. He got to where he is by working hard, achieving his degree and working at numerous agencies. He believes that experience and drive are important characteristics that copywriters should all establish.

He is multidimensional, he thinks differently, he cultivates tools through his craft and he is inspired by copy driven advertisements.

As an experienced copywriter, he understands that a copywriter’s job isn’t just copy but it is communication and connection as a whole. The advice that he gives to young creatives is to cultivate kickass portfolios and to work hard. He is brutally honest, admitting that the reason that he works at The Creative Counsel is mainly because they pay well. He describes copywriting as taking the obscure concepts of a business such as their objectives and their mission statement, and

summing it up and presenting it in a way the consumers can understand it and relate to it.

Copywriting is insight and idea driven which makes it exhilarating. Effective copy is relevant, funny, it makes a difference in the world, it has the ability to be controversial and often local campaigns establish more of a connection with consumers as they speak to the heart and the soul of who we are as South Africans,.

Conrad de Kock believes that the whole creative process should be completed in the language that the communication in meant for as this make it more authentic. He is passionate about establishing guanine connections and he favours copy that gives people goosebumps. He is empathetic in nature which advances his copy. De Kock enjoys advertisements that aren’t convectional and that start conversations.

He wants to evolve the industry through social change. He doesn’t believe in putting a brands target audience in a box, instead he is always eager to speak to the audience of a brand to understand who they truly are and what they are willing to do. Advertising is a great platform to make people think about their behaviour and how to change the aspects of themselves that hurt the progress of our country such as racism.

To him, advertising is all about starting conversations. As South Africa, we shouldn’t let international influencers dictate what we do. Conrad De Kock is inspired by the work of FCB Johannesburg and Net#work BBDO. He established connections in the industry by getting to know people through conversations.

SUZANNE P O P E is a freelance copywriter who is based in Toronto. She has been writing advertisements for over 25 years and she began a blog that that provided instruction and advice to young people in the industry. She posts creative content that has won awards, that is relatable and that inspires fellow copywriters.

tone of voice that is appropriate for the brand and the project.

“My father had also been a copywriter so I grew up with a lot of knowledge about the industry. In retrospect, I wish I had understood better the importance of building a large network of friends, colleagues and prospective clients.”

She says that advertising is a young person's business, but that there are a lot of people in there 40’s and 50’s who still have great ideas to offer. She wishes that the industry would give them more opportunity to contribute. Pope admires the boundless energy that young creatives have.

Her favourite method of uncovering a big idea is to devote many hours to playful exploration and she never judges her ideas until she has a large pile of them. She always tries to find a

“I find that inspiration doesn't always come on its own. Sometimes, you have to put in a few hours of thinking before the work feels exciting.

The single best book for an copywriter person is "Hey, Whipple, Squeeze This" by Luke Sullivan.

To get inspired I love to go exploring on the Internet!

“What I've learned from experience is that awards make you happy for about a week but that peace in your soul and a life outside of advertising are way more important than awards, because your life on this earth will (hopefully!) last a lot longer than your advertising career.

She has always loved words and their power, and she thinks that there will always be a need for good copywriters.

ART & COPY D O U G P R AY One-liners and lessons.

If you want to get somebody to do something, you need to connect with them in some way. Great advertising allows the client to forget that they are the client.

Advertising doesn’t have much to do with the product. It is about ensuring that the customer feels connected to the brand. Be rebellious. What customers are buying into what they wish their lives could be like. Advertisers are in the art business when advertising is done right.

Advertisers are both salesmen and entertainers. Give them an idea that they can’t resist. Communicate in a way that keeps them engaged. Advertisers should find the kernel – the core of what the brand is, and that will make people respond to the brand because it is authentic and honest. We are selling products but we are also trying to make points. Advertising has been and can be revolutionary. Advertising has an attitude.

I hate the system; I hate the status quo. We are especially changing culture. We make statements that grab at the heart and grab at the throat. Advertising is about great copy lines but more importantly, it is about big ideas. Advertisers should get absorbed into their brands and find the truth. We should cultivate strong ideas that are communicated simply. We should fail harder. Seemingly outrageous advertising is often recognized as being right on the nose. Great advertising makes food taste better – it changes the perception of something. We manufacture feelings. Great advertising is based on truth and it is brutally simple.

This books is part how-to and part biography. King used stories that relate to how he became the writer that he is today.

The content that I found most inspiring and applicable to copywriting follows.

The book focuses on the importance of characters and character development.

He also speaks about good writing which should grasp the fundamentals and that should utilize the right instruments. Kind disapproves of adverbs and he doesn’t support writers using passive voice. He stressed the importance of grammar, and he encourages writers to cut useless words out which will result in getting to the point quicker. The most appropriate words should be used when writing and good writing is honest. It does not use complicated vocabulary but it communicates a message that can be understood by the reader. King believes that there are three elements to a story which include the narration, the description and the dialogue. Descriptions ensure that the reader can participate in the story as they visualize what is being said and dialogue should be honest. Writers should show, not tell and good paragraph usage ensures that the rhythm of one’s writing is maintained. Writers are also advice to cultivate a space where they can write privately and freely. The only way to improve as a writer is to read and write. Writers should always remember why they are writing. It is not for fame or for money but for the thrill of expression and the excitement of writing.

A Memoir of the Craft.

ON WRITING STEPHEN KING

T H E G R E AT E S T LITERATURE FOR COPYWRITERS AND THE LESSONS I LEARNED FROM THEM

Tested Advertising Methods by John Caples. The four most important qualities that great headlines possess are that they encourage self-interest, that they provide a message, that they promote curiosity and that they are quick and easy to consume. In advertising, we deal with the hearts and the minds of human beings which means that our content may sometimes be unmeasurable. Therefore, we must test everything – test the copy, the broadcast advertising and themedia.

Integrated Marketing Communications: Putting It Together & Making It Work by Don Schultz. Mass marketing is becoming obsolete. It is no longer possible to sell a specific message to mass culture through a single medium. Customer-focused marketing fragments the marketplace, it explains their motivations, their attitudes and their lifestyles so that we can predict their buying behaviours and generate insights.

It’s Not How Good You Are, It’s How Good You Want to Be: The World’s Best Selling Book by Paul Arden. Recognised as a handbook for success as it motivates the talented and the timid to make the impossible possible and the unthinkable thinkable. Don’t conceal or keep your ideas to yourself. The best concepts aren’t created by an individual person but by a body of people, bouncing ideas off of one another, building on each others strengthens and drawing inspiration from one another. If you put your ideas out there, they will often come back better.

Scientific Advertising by Claude Hopkins Focuses on the fundamental principle of testing content in advertising.

People often say that copy should be brief but in order to really connect with people, copywriters shouldn’t be limited by a word count.

Advertising Secrets of the Written Word by Joe Sugarman. Copywriting is a physiological process which combines

one’s experiences, knowledge and one’s manner of consuming information in order to purposefully create a message that sells.

All the aspects of copywriting are designed to ensure that the audience does one thing which is to read the first line of copy. The purpose of the fines line of copy is to ensure that the audience reads the second line.

Copy Logic! The New Science of Producing Breakthrough Copy (Without Criticism) by Michael Masterson & Mike Palmer. Impactful copy and communication must be led by a big idea, it must have a significant benefit that is supported by the message, there must be verification or evidence of the claim and the brand behind the message must seem trustworthy and credible.

The Copywriter’s Handbook: A Step-ByStep Guide To Writing Copy That Sells

by Bob Bly Copywriters must understand the rules before they break them.

Made to Stick: Why Some Ideas Survive and Others Die by Chip and Dan Heath. This book transforms the way creative communicate ideas. They must be enlightening, provoking and captivating.

Sticky ideas are simple,unexpected,concrete, credible, emotive and they tell stories.

The Fortune Cookie Principle: The 20 Keys to a Great Brand Story and Why Your Business Needs One by Bernadette Jiwa. Products that are combined with meaning become the foundation for a strong brand to be built.

Breakthrough Advertising by Eugene Schwartz. The success of one’s copy is established in the first few words of the advertisement, which can either captivate an order or provoke disinterest.

Copy is meant to reiterate, in an appealing manner the desires, the fears, the dreams and the hopes of the target audience, and channel them appropriately in order to establish strong connections.

A A R O N O R E N DORFF AUDIENCE ENGAGEMENT.

Utilize pop culture, communicate insights, be passionate, believe in it, tell a story, create a masterful plan, appreciate the audience, be consistent, be authentic, establish and build consumer relationships, make it fun, leverage social media, spread joy, show your skills, understand that failures are lessons and focus on a human centric message.

AMPLIFICATION FORMULAS TO INFLUENCE READERS, AND CREATE STYLE AND IDENTITY. Accumulatio: The gradual buildup of stories or statements.

Hyperbole: Exaggerated claims or statements that are not literal.

Adynata: An extreme hyperbole that is considered completely impossible. Otherwise known as “Bullshit�.

Anaphora: The repetition of a phrase or a word at the beginning of consecutive sentences.

Antistrophe: The repetition of the same words at the end of consecutive sentences or phrases.

Commoratio: Dwelling on an idea

or on a specific point by repeating it a multitude of times in varying ways.

Conduplicatio: Key phrase or words with sentences are repeated to create effect.

Extended analogy: An extension of a metaphor, a simile or any other comparison that is expands over many sentences or phrases.

Occupatio: The allusion of a specific thing by refusing to speak about it.

Zeugma: Using a specific word as the foundation to multiply or unpack a phrase.

“Here’s to the crazy ones. The misfits. The rebels. The troublemakers.

The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.”

- Ro b S i l t a n e n, 1 9 9 7

Brilliant copy is timeless. It still speaks to the heart of consumer 19 years after it has been released because it is connects with the audience is such a way that that is reiterates who they are or what they desire to be. It becomes a part of them and that is why Apple, Nike and Time magazine are still flourishing – because they aren’t just brands, they are a lifestyle that people buy into.

It started with as a passion for stories. Even my reports form my early years at school boasted about the hours that I sent in the reading cornier soaking up words and crafting my own worlds within my head. I became entranced during story time as I listened attentively to the happenings of fictional characters who were inspired by very real emotions and time periods and lessons. All writing is based upon truth and that is why humanity tells tales; because it reminds us of the reality of our human nature – it reminds us of the core of our creation and why we are called to create.

In a world that is fabricated by social media and the image that we carefully compose for others to see, I strive to speak the truth. As millennials, we actively seek values in saturated market places. Branding can often conceals the heart and the soul of the business because they simply aren’t being authentic in there communication. As a copywriter, I become the voice behind the brand and I plan to restore authenticity within the industry. And not the half-baked, “authentic,” hipster bullshit that is forced down our throats constantly. I’m talking about human-centric copy that connects with individuals.

I choose to pursue copywriting because I am sick and tired of seeing stereotypical advertisement about race and gender that are made by people who are more concerned with their pay check than with actually connecting with the people who buy brands. For this POE, I carefully selected influencers and inspiration that were open-minded, free thinking, challenged the status quo, were empathetic, told stories and that retained honesty within their communication because that is who I am as a Copywriter.

When I was in school, my English teachers used to mark me down for using, "I," and, "You," interchangeably, but what they didn't understand is that the reason I confused

the two terms was because I firmly believed people are one in the same. When I write copy that communicates to the consumer, I put myself in their shoes, I feel them out, I ask them questions and I immerse myself in their culture. Individuals want, more than anything, to be acknowledge yet we live in a world that is saturated by brands that play on stereotypes instead of getting to know who the consumers really are. When I interviewed Chad Wright, he said that he tries to keep his copy human by remembering that as copywriters, we are speaking to people and not consumers. That is why he is one of my greatest influences – because he believes in human-centric copy.

I construct human-centric copy because, at the end of the day, connecting with other human beings on a deeper level is what the world greatly lacks and desperately needs. I rummage through research to seek inspired insights, I am a mindful ideator and conceptualizer and I have the ability to sift through words and sculpt masterful pieces that are honest, thought provoking and original. And that is what I looked for while searching for my inspiration and influencers. I looked for campaigns that that were truthful, innovative and connected with me on a deeper level. I found my favorite copywriters by looking at adverts that truly touched me as an individual and I jotted down the copywriter’s names. My influences made impressions on me simply by creating successful campaigns. I grabbed a copy of an advertising magazine and I sifted through the content until I was inspired.

The first influencer that I connected with was Shelley Smoler who creates campaigns that aren’t afraid to exude fearlessness in the face of oppression. I am a huge advocate for people who stand up for the rights of others.

In a self-consumed world, it is refreshing to see campaigns that copywriters that stand for people who don’t have the ability to stand up for themselves. Smoler is a brilliant influencer because she takes the imitative to communicate with people from different backgrounds and lifestyles in order to collaborate with them. She is a teller of stories; thus we have similar styles of copywriting. Her conceptualization isn’t based on getting awards. It is based on genuinely helping people through communication.

Sarah Keevy is no longer a Copywriter but she is still one of my main influencers because she has a history of integrating metaphoric concepts and realistic concepts to create magic.

Her style of storytelling is simplistic which is a skill that I need to cultivate as I typically overthink concepts. She possesses what I need to learn, therefore she is the perfect influencer.

Chad Wright is by far my favorite influencer. I didn’t expect him to reply to the email that I sent him but he made the time to answer my questions even though he had a gruesome deadline approaching. When people are genuine, it is displayed in their lives and in their copy. Many of my influencers have a quirky style of communication. I chose these people because they represented what I could become if I continued to work hard and gain experience. The first advertisement of Chad’s that I saw was for Greenpeace which communicated to people that if they painted their roof tops with reflective white paint, they could reduce global warming.

Again the copy was simple but the idea behind the copy could save the lives of thousands of animals. Work that is impactful inspires me greatly.

My main take away from the interview was the copywriting is moving into the digital sphere which means that I can focus my energy on improving my digital skills in order to succeed.

Chad is insightful and he isn’t afraid to tell people what he knows.

Gary du Tout is also one of my main influencers as he takes a more literal approach to advertising. He shows the consumer who the brand is instead of just telling them.

He creates imagery with word beautifully and he leaves his fellow copywriters stunned at how concise his copy is. This is another skill I need to cultivate.

Tracker has been one of my favorite brands since I saw one of their advertisements on TV in my younger years.

The brands that inspire me are the brands that remain

authentic to themselves. Tracker believes that "To care is to protect" and that message is reiterated in all of their communications. When their advertisements appear, I find it difficult to tear my eyes away as they provoke deep emotion within me. As soon as I get a car, I am calling them. I don’t even know if they have competitors because their communication overshadows any other brand in their category. Charlotte Marriner is one of the writers behind the brands communication. What makes her influential is her versatility, both when writing copy and in her life. She is a brilliant blogger and reading her posts inspires me to continually strive to accept who I am. She has the rare gift of challenging people to be better simply by being themselves.

Mike Cook is one of my greatest inspirations. I remember watching Amstel Lagers, “The Chef,” for the first time and it instantly became my favorite advertisements because it told a story that inspired me. At the time, I was just learning what copywriting was when my English teacher told me that her husband was the art director behind the campaign. He especially inspired me to become a copywriter through is communication. That is what great copy does – it inspires the audience to take an action. I don’t drink alcohol but I somehow became an advocate for Amstel Lager. That is what brilliant copy does.

Conrad is one of my main influencers because after his guest lecture, he stayed for an additional 30 minutes sharing stories and insights on copywriting. He has a unique approach and he respects culture. He doesn’t believe in a room full of Afrikaans people writing copy for a Zulu advertisement, unless the strategist and the creatives are willing to go speak to their audiences and earnestly uncover what makes the tick. He spoke about shifting South African advertising into the South African sector by communicating in an authentically

South African manner instead of borrowing and copying content from more influential countries such as the USA. I respect his approach to advertising and I believe that by having more conversations such as the one we had, we can truly change the industry.

David Ogilvy will always be one of my greatest copywriting influencers. The first book that I read on copywriting was David Ogilvy’s, “Confessions of an Advertising Man,” which provided me with lessons that I could apply to become successful. Brilliant copywriters teach by creating and even though his advertisements are mostly “outdate,” they are still revolutionary for their time. Great copy is rebellious and revolutionary. Ogilvy has taught me that headlines are the most important aspect of the communication as the capture the reader’s attention and persuade the reader to continue consuming the content, he gas taught me that they should establish interest and create consumer appeal, and he has taught me that headlines should contain powerful words that are revenant to the audience, that are original and that are interesting. He has taught me how to be a better technical writer.

He provides effective keywords and facts such as, “headlines are read five times more than the copy,” and that shorter headlines sell less.

No negative should ever be used in a headline and they should be concise and easy to digest.

Headlines should evoke curiosity and they should be meaningful. Body copy should also be concise and simple or readers will move beyond the communication.

I spoke about the agencies that make my favorite work, I have spoken about brands and campaigns that inspire me and I have talked about the influencers who I have talked to in order to gain greater insight on the industry and that share my identity, my style and my niche. I selected influencers who reflected who I am as a copywriter and who I have the potential of becoming. They all have quirky humor, they are passionate storytellers, they are compassionate and communicate with empathy and they are determined to restore authenticity to the market place.

I have rationalized why my main influencers are my main influencers and why I consider certain brands and campaigns revolutionary.

All of the content that is in this magazine has impacted my life to some extent. It is a portfolio of what makes me the copywriter that I am today. It is difficult to rationalize feelings since all of my favorite campaigns, brands and copywriters provoked emotions within me and that is the main reason I selected them but I listed key elements of the campaigns and the skills that my influencers worked on and possessed in order to make this document more concrete and factual.