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

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


By (author) Teressa Iezzi

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  • Publisher: Palgrave MacMillan
  • Format: Paperback | 224 pages
  • Dimensions: 152mm x 228mm x 20mm | 249g
  • Publication date: 14 December 2010
  • Publication City/Country: Basingstoke
  • ISBN 10: 0230613888
  • ISBN 13: 9780230613881
  • Illustrations note:
  • Sales rank: 63,843

Product description

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.

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Author information

TERESSA IEZZI editor of AdAge's Creativity Magazine and a regular columnist in AdAge, she's made regular appearances on ABC, CNN and BBC America and more generally in the national press as an expert on advertising and popular culture.

Review quote

""The Idea Writers" offers an in-depth look at the state of copywriting and brand creativity in today's marketplace. With insight on creative process and campaign development from the industry's leading creative's, the book provides solid advice for copywriters at all levels. It also provides a detailed examination of the changes that have completely remade the advertising industry, and is a useful guide for anyone looking to understand brand creativity today." - "Advertising Age""Teresa Iezzi aims to appeal to professional ad writers and those aspiring to their ranks. Both groups might profit from a look at "The Idea Writers." Behind the cheeky tone and insider references is a useful guide to navigating in the digital wilds of online marketing and promotion." - "The Wall Street Journal""Recommended" - "Choice" The experts on copywriting: "There is no point making advertising that is better than other advertising; that is not your competitor for people's time. You are up against all of the things they want to watch and read, the content they are seeking out." - Dave Bedwood, creative director and co-founder of U.K. digital agency Lean Mean Fighting Machine. "It's one of the things that hasn't changed - finding that magic moment when you've come up with the insight that will make people think, I've thought of that a hundred times but I never thought of saying it like that. It's that moment of connection where people think there's a kindred spirit out there." - Bill Wright, ECD, Crispin Porter + Bogusky "Unlike traditional storytelling where you complete the thing and you put it out there, it's a living thing that requires ongoing curation and involvement, on the part of storytellers and participants." - Ty Montague, former chief creative officer, JWT, founder of Co"I highly recommend it. It's the first book I've seen that thinks through what passes for 'rules' in the new digital world." - Luke Sullivan, author of "Hey Whipple, Squeeze This: A G

Table of contents

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 And Now a Few Words From Lee Clow