Despite the edginess, Coca-Cola’s ‘Real Magic’ campaign is one from the heart
If I wanted to reach 2.9 billion gamers, I would do something like this as well.
Make every list a sales pitch
A lot of my work involves reading and sometimes collating other people’s words. I’ve become very picky about the weak spots in most people’s copywriting. And you should too. You’re…
Content Marketing: generating ideas
Content marketing is not a new concept, per se. For decades copywriters have been feeding off material produced internally by companies. But it has taken on a life of its…
Advertising in times of crisis
Remember all those lovely things you wrote in your brand mission? Now's a good time to show the world that you meant them.
Whose website is this anyway? Hint: not yours
There usually comes a time in the development of a website when the owner suddenly realises it’s not their website at all. Or to be more precise, it’s not about…
Content marketing: show don’t tell
In a previous article about content marketing, I recommended that when looking for material to use, your company's mission statement can act as a frame of reference. But talking about…
Look inside for content marketing ideas
Content marketing is still high on everyone’s agenda. The trick is to generate content that actually means something to readers and potential customers. There is always a temptation to look…
Press release distribution
For a few months, I have been including press release distribution alongside the more usual services of copywriting, product naming and concept development. Combining the copywriting of press releases with…