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The Idea Writers: Copywriting in a New Media and Marketing Eraby Teressa Iezzi
Synopses & Reviews
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!
The Idea Writers guides both new and experienced copywriters through the process of creating compelling brand content and experiences that sell.
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? Beyond Words guides both new and experienced copywriters through the process of creating compelling messages that sell. Vagnoni, 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 Nikes “Battlegrounds” series of reality programs, E-Trade Financials “Talking Baby” campaign, and Microsofts “Halo 3” campaign.
About the Author
Teressa Iezzi is the editor of Advertising Age's Creativity, the leading publication and site covering all things creative in advertising and design. The monthly Ad Age Group publication provides a showcase of the best ideas across all areas of consumer culture, an exploration of the talent and technique behind the work, and insight into the creative people and trends shaping the future of the industry. Iezzi also oversees Creativity's website, Creativity-Online.com , which offers the definitive daily posting and archive of the work that matters, as well as the latest industry news and ad reviews.
Iezzi is also a regular columnist in Advertising Age and has appeared on broadcast and cable news channels including ABC, CNN and BBC America and in the national press as an expert on advertising and popular culture.
Prior to her role at Creativity, Iezzi had been editor of Ad Age Global, a monthly publication covering marketing and advertising from an international perspective.
Table of Contents
Chapter 1 The Creativity Age * Chapter 2 Bernbach to the Future * Chapter 3The Storytellers * Chapter 4 Digital is not a channel * Chapter 5 How to not write advertising * Chapter 6 Life in Adland * Chapter 7 Bringing Ideas to Life * Chapter 8 Its Just Getting Good * Appendix * And Now a Few Words From Lee Clow
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