The Idea Writers: Copywriting in a New Media and Marketing Era by T. Iezzi

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

byT. Iezzi, N. N/a

Paperback | December 14, 2010

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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!

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 i...
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Details & Specs

Title:The Idea Writers: Copywriting in a New Media and Marketing EraFormat:PaperbackDimensions:224 pages, 9.25 × 6.1 × 0 inPublished:December 14, 2010Publisher:Palgrave Macmillan USLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0230613888

ISBN - 13:9780230613881

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Extra Content

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 It’s Just Getting Good * Appendix * And Now a Few Words From Lee Clow

Editorial Reviews

"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" - ChoiceThe 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 Guide to Creating Great Advertising