The Idea Writers Copywriting in a New Media and Marketing Era

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  • Format: Paperback
  • Copyright: 2010-12-07
  • Publisher: Palgrave Macmillan

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A must read for any copywriter and anyone looking to understand the new realities of the brand creativity business.

A memorable slogan has been the cornerstone of every great ad campaign. In the past, writing one great headline could launch a career. But today’s advertising campaigns are interactive, multi-platform and ongoing, and the copywriter’s canvas is vast. At any given time, a copywriter may be conceiving a video game, writing a TV show, maintaining a Twitter feed, creating a mobile app or an interactive installation or, yes, writing a headline or a TV script.

While the best copywriters have always been brand storytellers, now that story can play out anywhere. The digital revolution put control in the hands of the people – the audience – now no longer just consumers, but active participants in a brand’s story.

The art and science of advertising has gone from creating one-way messages to engaging audiences in ongoing conversations.

A new ad landscape means new opportunities for writers who now have the incredible opportunity to push brand narrative to places it’s never been before and to actually create something so useful or entertaining that it generates its own audience. It also means that many of the rules of the past—while exceedingly worthy of study—are insufficient to guide the modern copywriter. Co-published with AdvertisingAge, The Idea Writers outlines the changing landscape of the advertising industry while providing useful how-to advice.

Filled with interviews from top creatives including:

Greg Hahn, Nick Law, Jeff Benjamin, Tim Delaney, Rei Inamoto, Lee Clow, Steve Simpson, Rick Condos, David Droga, Gerry Graf, Ty Montague, Calle and Pelle Sjonell, PJ Pereira, David Abbott and many more!

Author Biography

Anthony Vagnoni is a veteran journalist who has covered the strategies behind great ad campaigns for almost 20 years.  As the former creative editor of industry bible Advertising Age, he reported on the major trends impacting the creative side of the advertising industry while also serving as executive director of the juried awards program.  He currently serves as a communications and strategic consultant to top companies working in the creative area of the advertising industry.

Table of Contents

Chapter 1 The Creativity Age * Chapter 2 Bernbach to the Future * Chapter 3The Storytellers * Chapter 4 Digital is not a channel * Chapter 5 How to not write advertising * Chapter 6 Life in Adland * Chapter 7 Bringing Ideas to Life * Chapter 8 It’s Just Getting Good * Appendix * And Now a Few Words From Lee Clow

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Customer Reviews

Well done! June 12, 2011
This textbook really gives you examples and motivates you to start drawing along with this unstoppable evolution. It has so many fresh and recent example of how the industry has really changed, and it gives readers a feel for what will be considered great in the up-coming years. A must read for scholars, amateurs and anyone who wants to sail into the new seas of advertising.
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The Idea Writers Copywriting in a New Media and Marketing Era: 5 out of 5 stars based on 1 user reviews.

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