The Role Of The Copywriter

Although a copywriter usually works closely with the art director, this is not always the case. When there is no need for an art director to be involved, a copywriter can work alone; for example, when new or additional copy is required for an existing piece of work such as a website page. Advertising copywriters…

Advertising: Science or Art?

I was reading a book by Claude Hopkins, Scientific Advertising, and he stands strongly in favour of the argument that advertising a science. Many celebrated advertising professionals have referred to his book as a must-read, including David Ogilvy who once said, “nobody should be allowed to have anything to do with advertising until he has…

Developing Creative Ideas

The development of creative advertising is not an easy process and those responsible for its development – i.e. art directors and copywriters – need to be able to identify with the target audience. When developing and analysing advertising ideas, creative directors, account planners and clients regularly ask the question: ‘What is the big idea?’  David…

Understanding Digital Public Relations

Digital PR is an online marketing strategy by businesses to increase their online presence. Digital PR agencies network with journalists, bloggers and influencers and send online press releases to gain high-quality backlinks, social media mentions and improve their Search Engine Optimisation (SEO). Digital PR involves gaining high-quality backlinks from websites and online publications and honest…