Copywriting North works with clients and with advertising, design and video companies to develop ideas and words that sell.
Whether it’s a product or a point of view, what counts is that people buy it. That requires a special kind of creativity which proper copywriters learn from working on big brands in the real, live environment of an ad agency. Writers who just offer web content don’t always have this broad base and wide range.
“We sell, or else.” David Ogilvy
After a classic creative training at Ogilvy & Mather I went on to JWT as a senior writer, returned to Ogilvy as a creative group head and finished my London career as Sawards’ creative director.
From 18 London years I’d single out work for Alcan*, American Express, Brillo*, British Steel, Comfort, French Tourist Office, Fresh Cream Cakes (Naughty but Nice) Golden Wonder, ICI*, The Observer*, Shell, Sun Alliance. [*award winner]
With Graham Rust at Ware Anthony Rust, Cambridge, I helped win pitches for Bowyers, Fruittella, Hunters Crisps, Scrabble and Rank Xerox - as well working on Araldite, Anglian Water and Charles Wells Brewers.
For the last 22 years as owner of Copywriting North I’ve applied this rich experience with consumer brands to enable businesses in other marketplaces to communicate in a different and more effective way:
- Relating product benefits to customers’ needs
- Basing campaigns in any medium on simple creative ideas
- Giving people reason to remember and prefer what you offer
- Varying tone of voice to suit both audience and product
- Using plain but interesting English, not clichés or buzzwords
- Making everything clear and concise however technical the field
- Sell, or else
Copywriting for commercials and scriptwriting and direction for corporate, sales, training and public information videos – built around creative visual ideas and using easy-to-listen-to language. more...