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	<title>The Write Stuff</title>
	<link>http://www.thewritestuff.be</link>
	<description>Copywriting and music for European business</description>
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		<title>Lessons from product naming</title>
		<description><![CDATA[When will we run out of names? Although I originally got involved in product naming as an add-on feature to the business of copywriting, it really does call on very particular skills. It&#8217;s often thought of as the ultimate in creative writing, as so much is condensed into just one word. There have also been [...]]]></description>
		<link>http://www.thewritestuff.be/2010/04/lessons-from-product-naming/</link>
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		<title>Cannes 2010: the art of the pitch</title>
		<description><![CDATA[I remember when it was held as a truth that the written word was dying and the world would communicate visually. Luckily for writers, the Cannes film festival is there to remind everyone that in the beginning was the word. And not only are words essential to get a story moving, they are also there [...]]]></description>
		<link>http://www.thewritestuff.be/2010/03/cannes-2010-the-art-of-the-pitch/</link>
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		<title>The creative gold rush: tinsel or tears?</title>
		<description><![CDATA[I can’t help feeling excited about the buzz in communications recently. Despite the obvious and very noticeable downturn in the advertising business, it seems like everyone has a plan up their sleeve. I just read that the Belgian agency Boondoggle has a co-development project with its employees, where they invest time and share profits for [...]]]></description>
		<link>http://www.thewritestuff.be/2010/02/the-creative-gold-rush-tinsel-or-tears/</link>
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		<title>South Africa combines football and music in new clip</title>
		<description><![CDATA[There&#8217;s nothing I don&#8217;t like about South Africa&#8217;s clip promoting itself in the run-up the World Cup. Sure, it has cutesy kids, smiling multi-cultural crowds and &#8220;ordinary&#8221; people doing extraordinary stuff. But from the opening images to the last, it is superbly directed, choreographed (Wendy Ramokgadi), edited and performed. The clip also blends the football [...]]]></description>
		<link>http://www.thewritestuff.be/2010/01/south-africa-combines-football-and-music-in-new-clip/</link>
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		<title>PERSONAL BRANDING IS NOT LIKE A PERSONAL COMPUTER</title>
		<description><![CDATA[I&#8217;ve been working on a few projects recently that can best be described as &#8220;personal branding&#8221;, coaches or consultants that decide to build their business under their own name. But &#8220;personal branding&#8221; has a very selfish ring to it. At its worst, it&#8217;s an exercise in ego-stroking. But as the &#8220;brands&#8221; in question were perfectly [...]]]></description>
		<link>http://www.thewritestuff.be/2009/12/personal-branding-is-not-like-a-personal-computer/</link>
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		<title>MIDEM TRADE FAIR: THE TOUGH GOT GOING</title>
		<description><![CDATA[In 7 years of creating the campaigns for Midem, we have seen the world of trade fairs transform at an unbelievable rate. It&#8217;s not unfair to say that many trade fairs until recently had been seen by their organisers pretty much a way of renting space to companies. Yet Midem, part of the Reed MIDEM [...]]]></description>
		<link>http://www.thewritestuff.be/2009/11/midem-trade-fair-the-tough-got-going/</link>
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		<title>COUNTDOWN 100: GETTING NEW MANAGERS UP TO SPEED</title>
		<description><![CDATA[I was amazed when an art director at a major agency recently told me that on average, their contact with a client had changed every six months over the past three years. That&#8217;s quite a turnover, with the inevitable loss in productivity and continuity. Coincidentally, coach and consultant Serge Pegoff told me that between 25-40% [...]]]></description>
		<link>http://www.thewritestuff.be/2009/10/countdown-100-getting-new-managers-up-to-speed/</link>
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		<title>TIGER BEER &#8220;ZIP&#8221;: THE BEAUTIFUL PAY-OFF</title>
		<description><![CDATA[This ad from Saatchi &#8211; which I had absolutely nothing to do with &#8211; is brilliant at a number of levels. What I like most is the pay-off (nope, I won&#8217;t spoil the pleasure). It runs through a series of CGI-enhanced levels before coming back to the most basic appeal imaginable. We&#8217;re all beginning to [...]]]></description>
		<link>http://www.thewritestuff.be/2009/10/tiger-beer-zip-the-beautiful-pay-off/</link>
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		<title>MIDEM WEBSITE REFLECTS CHANGES IN MUSIC BIZ</title>
		<description><![CDATA[Spare a thought for the music biz: over the past seven years, overall sales of recorded music have been slashed by 50%. Whole parts of the business, such as CD plants and retail outlets, are disappearing. Even professional users, such as video games and TV stations, are putting pressure on the rates to be paid. [...]]]></description>
		<link>http://www.thewritestuff.be/2009/07/midem-website-reflects-changes-in-music-biz/</link>
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		<title>DOUBLE DOUBLE: GRAPHICS MEET VIDEO</title>
		<description><![CDATA[The digital sphere is increasingly blurring the lines between audiovisuals and graphics. Although TV documentaries remain relatively straightforward, everything else is becoming more graphic. Double Double is a young production company that is situated right on the edge of both genres. The founding members are graphic designers as well as being directors (and an experienced [...]]]></description>
		<link>http://www.thewritestuff.be/2009/06/doubel-double-graphics-meet-video/</link>
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