by jennifer cohen. who said this? a) john nosta – ferguson creative director b) david ogilvy –...
Post on 04-Jan-2016
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THE LIFE OF A FERGUSON
COPY INTERN
By Jennifer Cohen
“GOOD COPY CAN'T BE WRITTEN WITH TONGUE IN CHEEK, WRITTEN JUST FOR A LIVING. YOU'VE GOT TO BELIEVE IN THE PRODUCT.”
Who said this?
A) John Nosta – Ferguson Creative Director
B) David Ogilvy – Father of Advertising
C) Matt Giegerich– CEO of Ogilvy CommonHealth Worldwide
June 23, 1911–July 21, 1999 The Theory and Practice of Selling the
AGA cooker“finest sales instruction manual ever
written” Springboard to his advertising career:
Mather & Crowther in London The birth of direct advertising Started his own agency called Ogilvy,
Benson, and Mather with $6,000
OGILVY: A BRIEF HISTORY
FAMOUS ADVERTISEMENTS WRITTEN BY DAVID OGILVY
Research Professional discipline Creative brilliance Results for clients
WHAT DOES A COPYWRITER DO?
Creates language to enhance the image of a
product or instill a desired mood Goal=promote product sales and product
awareness Collaborates with other team members Researches the product and discovers
even the smallest nuances and advantages Writes headlines, eyebrows, body copy, etc. Diligently checks for mistakes in copy Adds annotations and completes referencing Sells ideas to clients
CHARACTERISTICS OF A GOOD COPYWRITER
Creativity The ability to think under pressure Works well with others Relatable to the audience Curious, observant, and thorough Writes unique copy or strategy Good public speaker and listener Able to paraphrase, re-word, and rewrite Not afraid of research Sees the bigger picture of the brand,
not just the one advertisement
HOW DOES A COPYWRITER FIT INTO THE CREATIVE PROCESS?
1. Creative Brief (CB)2. Work Order
Copywriter meets with teams at an input meeting
3. Estimate4. Manuscript
Generates copy based on the CB. Must also reference and annotate the manuscript
5. Layout Collaborates with art team
and offers suggestions on visuals, design, copy placement, charts, etc.
Signs off on this and makes necessary changes
6. Med Legal Review Incorporates LMR for
art team
7. Mechanical Piece routes through
whole team as changes are made
8. Disk Release Piece routes through
whole team
9. Matchprint Piece routes through
whole team
10. Final piece
THE DOS AND DON’TS OF COPYWRITING
(ACCORDING TO THE INTERN) DO:
Think in pictures Push the envelope creatively Re-word and re-think until it sounds perfect Edit and edit again Reference EVERYTHING and keep it up-to-date
DO NOT: Use cliches, which include:
Bridges, lock & key, puzzle piece, bird cage, rainbow, swiss army knife, etc. (if you must, make it your own)
Hold back!
A DAY IN THE LIFE OF THE
COPY INTERN
BRANDS I WORKED WITH:
REFERENCING
VALCYTE PI (PHYSICIAN’S INSERT)
ANOTHER PART OF COPYWRITING:
MARKET RESEARC
H
WHAT IS MARKET RESEARCH?AND HOW I HELPED WITH IT Market research is a technique to find out
how doctors view certain products, diseases, the competition, etc.
It occurs in big cities/states such as Chicago, NYC, Texas, Los Angeles, etc. Goal: to see geographical differences in
opinion so that the results are representational of the whole U.S., despite the small sample
Copywriters travel to listen and gain insight from the interviews
Transcriptions Watching and listening
PHARMACEUTICAL MARKETING LINGO 101
HCP
B2B
JOB BAG
PI
DOF
POV
OTC
Consumer vs. professional
Advertisement vs. brand
QUESTIONS?
Thank you for a great summer and
this wonderful opportunity!
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