The Idea Writers : Copywriting in a New Media and Marketing Era

The Idea Writers guides both new and experienced copywriters through the process of creating compelling messages that sell. It shows readers what it's like to work in the fast-paced world of an agency while providing practical adviceplusdetails oncreatingaward-winning multimedia ad campaigns.

This book is 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!

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 have become more complicated with so many media platforms to write for - print, television, internet search, online, and cell phones. How do you write a great headline with perfect copy for so many outlets? - The Idea Writers guides both new and experienced copywriters through the process of creating compelling messages that sell. Iezzi, an industry expert, shows readers what it's like to work in the fast-paced world of an agency while providing practical advice such as how do you sell your ideas; how to work within a creative team. He also details the creative processes of award-winning multimedia ad campaigns such as Nike's "Battlegrounds" series of reality programs, E-Trade Financial's "Talking Baby" campaign, and Microsoft's "Halo 3" campaign Teressa Iezzi taps the top creative minds in the industry for insight into how to conceive and bring to life innovative ideas. She shows readers what it's like to work as a copywriter at different types of agencies; looks at how and with whom writers are working; digs into the process behind effective, award-winning campaigns; and interviews the world's most successful visionaries Teressa Iezzi is the editor of Advertising Age's Creativity, the leading voice of all things creative in advertising and design. She is also the creator and programmer of CAT, the creativity and technology event; a regular contributor to Advertising Age; and a frequent speaker on creativity and popular culture at industry events and in the media. --Book Jacket Front Matter....Pages i-ix The Creativity Age....Pages 1-17 Bernbach to the Future....Pages 19-35 The Storytellers....Pages 37-53 Digital is not a Channel....Pages 55-75 How to Not Write Advertising....Pages 77-103 Life in Adland....Pages 105-146 Bringing Ideas to Life....Pages 147-181 It’s Just Getting Good....Pages 183-190 Back Matter....Pages 191-213 The creativity age Bernbach to the future The storytellers Digital is not a channel How to not write advertising Life in Adland Bringing ideas to life It's just getting good Appendix 1. And now a few words from Lee Clow Appendix 2. And now a few words from Jeff Goodby. Co-published with Advertising Age, The Idea Writers explores the changing advertising-industry landscape while guiding both new and experienced copywriters through the process of developing compelling brand content and experiences that sell