Italic page numbers refer to examples of posters, advertisements, and quotes.
A
Abbott, David 91
business to business/trade 71, 75
compared with direct marketing 71
and development of creative ideas 73–75, 80–81, 82
focusing on core message 72
guerrilla 71
main types 74
online 71, 209, see also blogs; e-mail marketing; websites
product specific 75
service specific 75
and tone of voice 79
see also direct mail; direct marketing
AirTran Airways 58
Allen, Robert G.: quoted 119
Alzheimer’s Association: ads 74, 86, 88
American Medical Association: newsletter (AMA Voice) 142, 143, 144
Amnesty International (case study) 97–99
AON Commercial Services: web page 211
Asbury, Nick (Asbury & Asbury) 226–7
Australia Post: “Send a letter” campaign poster 17
Awdry, Will (Ogilvy): interview 89–91
B
benefit-led selling 15, 30–1, 33, 34, 75, 76, 92, 117, 119, 166
Bezos, Jeff: quoted 114
Birkett, David (Envirotech Waste Services) 65
Blackberry users 209
BLDGBLOG web page 215
blogs 12, 78–9, 209, 214, 215, 217
and hyperlinks 220
see also Twitter
Boots
company magazine 150
Expert range ad 76
Scents & Sensuality catalog 174, 175, 184
brainstorming 82, see idea generation
brands and branding 7, 8, 11, 40–67
bad names 58
checking availability of names 50, 63, 120
creating names 41–2, 50, 58, 62
foreign names 57
hierarchies 55
rebranding/renaming 41, 50, 58
and tone of voice 20, 50, 53–4, 55, 60, 62, 114
brevity
online 202, 204, 206, 207, 210, 216, 218, 220
see also editing copy
catalog 180
essential elements 25
and first drafts 28, 33, 35, 37, 61
magazine and newsletter 133
and sign-offs 26, 35, 36, 37–8
British Airways: newsletter 135
Broad Stripe Butchers’ website: case study 222–3
Burnett, Leo: quoted 28, 35, 69, 148
Burns, Peter: Top 100 Internet Mistakes... (quoted) 202
C
car advertising 20, 34, 69, 70
case studies
advertising and direct marketing 97–101
magazines and newsletters 158–63
briefs 180
copywriters’ interviews 173–4, 176
core requirements of copy 184
main types 178
understanding and interacting with readers 177–8, 181, 184, 185
Cheney, Theodore: Getting the Words Right (quoted) 165
Churchill, Sir Winston: quoted 89
Clever Wally’s direct marketing 75, 84–5, 94
and briefs 25, 26, 28, 33, 35, 36–8
communication
as key to good copywriting 10, 11, 12, 89
marketing 54
and retailing 103–5, 119 21, 122
see also tone of voice
company magazines see magazines and
newsletters, company
conceptualizing 33
confidentiality 169
Consignia 58
Cool Hunting: blog 217
copy 11
core messages 25, 27, 38, 50, 53, 57, 72, 75
Creative Review magazine 75
creativity 11, 12, 13, 26, 33, 57, 61
customer journeys, in-store 104, 109, 113–9
D
Daily Candy (case study) 224–5
Damasio, Antonio 89
D&AD Writing for Advertising Course 89
Datsun 58
Department of Transport: “Think!” campaign ad 32
DeRuiter, Geraldine: blogs 217
Different Kettle (agency) 97, 99
digital media writing 8, 134, 198–9
see also blogs; e-mail marketing; Internet; websites
covering letters 83
target audience 94
and variable data printing 94
direct marketing 68, 75, 82, 84–5
compared with advertising 71
editing copy 94
and relationship marketing 93–4
see also direct mail
Dove: “Campaign for real beauty” 90, 90
E
editing copy
advertisements and direct marketing 75, 79, 94
magazines and newsletters 138
retail products 114
websites 206, 207 Eisner, Michael (Disney): quoted 57
Elmwood (agency) 65
e-mail marketing 12, 71, 134, 214, 216
emotion: in advertising copy 89–90
Energy Savings Trust: web page 201
environment, creativity and 25–6
Everywhereist: blog 217
F
Facebook 78, 198, 216, 218, 220
Fairacre Farms: signage 117, 119
Fairmont Hotels: customer magazine 140–1
Fat Face: catalog 185
Flickr 219
focus groups 50
Fortune Cookie company: web page 212
FUD 80
G
GAP 58
Germain, Dan (Innocent Drinks): interview 110–12
gimmicks 81
Godin, Seth: All Marketers Are Liars (quoted) 214
Chrome ad 51
Gracián, Baltasar: quoted 207
grammar 21
Graphical User Interface (GUI) 209
graphic design 12
Gribbin, George: quoted 13, 28, 71
Guinness 44
H
Haji-Ioannou, Stelios (easyGroup): quoted 54
Holmes, Nick (Different Kettle) 97, 99
Horberry, Roger (Elmwood) 64–5
Huffington Post 79
Hyland, Angus 46
I
idea generation 22, 29, 33, 82
ILA cosmetics range 44, 45, 46
Innocent Drinks: packaging 81, 110, 111, 112
Institute of Practitioners in Advertising 89
interest, creation of 91
internal communications 154, 156
online magazines and newsletters 134
search engines/search terms 210, 213, see also Google
see also blogs; e-mail marketing; websites
interviews
catalog copywriters 173–4, 176
digital media providers 208–13
magazine and newsletter editors 142–7
iPhone users 209
iPod users 209
J
junk mail 71
K
KFC 58
Kisor, Conan (American Medical Association): interview 142, 144
Klein, Naomi: No Logo (quoted) 199, 216
Klosterman, Chuck: quoted 139
Kodak One magazine (case study) 162–3
Krug, Steve: Don’t Make Me Think 210
Kyrillos, Dannielle (Daily Candy) 224–5
L
Lagerfeld, Karl 37
Land Rover Onelife magazine (case study) 158–61
Language in Common: blog 29
Larwood, Christa (Land Rover Onelife) 158–9
leaflets see brochures
Legal & General web page 200
Leighton, Allan 58
Levy, Danni 225
Lewis, Herschell Gordon: quote 184
LinkedIn 78
links, digital media 202, 210, 214, 220
Liquid Agency, San Jose 7, 58, 66–7
list brokers/buying 82
Loseley icecream: packaging 118
Lush Cosmetics: magazine (Lush Times) 145, 146–7
M
McCartney, Sarah (Lush Times): interview 145
McKenzie Childs: catalog 183
McLuhan, Marshall: quoted 131
magazines and newsletters, company 130–1
briefs 133
competitions, letters and editorials 154
editing 138
magazine creation and writing 136–9
maintaining consistency 139
news articles and interviews 151–3, 157
newsletter creation and writing 134, 136, 139
online 134
picture captions 153
tone of voice 139
Manning, Steve (Igor International): interview 47–9
Mathews, Meredith (Half Price Books): interview 109
Maugham, William Somerset: quoted 91
MemoMind Pharama (case study) 100–1
messaging 8
Meteorological Office brochure 132
Method Home Products (case study) 124–5
Metropolitan Police: ad 36
microblogging see Twitter
Milligan, Lorna (Broad Stripe Butchers) 222–3
mobile phones 32, 75, 199, 209, 219
Motley Fool: web page 207
Muccino, Alfredo (Liquid Agency) 66–7
mystery see intrigue
N
Neumeier, Marty (Liquid Agency) 58
newsletters see magazines and newsletters, company
NHS: “Clean your hands” campaign poster 14
Nielsen, Jacob 210
Nissan 58
Nokia: 6300 model ad 75
O
Ogilvy, David
quoted 11, 15, 33, 37, 50, 72, 74
Rolls Royce ad (1950s) 34
Olive Media Products (case study) 66–7
Online Publishers Association (US) 219
Orwell, George: quoted 69
P
packaging 81, 110, 111, 112, 118, 119–21, 122
Palümba: catalog 179
Pearson Education: employee magazine 149
Penguin Books 81
personality
in digital media writing 214
see also tone of voice
posters
Australia Post: “Send a letter” campaign 17
NHS: “Clean your hands” campaign 14
San Jose Music Festival 43
Powergenitalia 58
Preston, Donna (Kodak One magazine) 162–3
Pret A Manger (case study) 126–7, 128, 129
products, in-store
see also brands and branding; packaging
profiling audiences 13, 15, 21, 22, 23, 33, 77–9
promotions 81, 104, 105, 106–7, 115, 119
R
radio advertising 81
readers, understanding and interacting with 60, 177–8, 181, 184, 185
Renault Scenic 50
repetition, avoiding 35, 138, 165, 174, 176, 178, 207
into brand names 50
and digital media writing 202, 203, 206
for magazines and newsletters 131, 136, 148, 157
and marketing 54
copywriters’ interviews 108–12
customer journeys 104, 109, 113–9
promotions 104, 105, 106–7, 115, 119
signage 104, 105, 109, 114, 115, 116
Ritual Coffee: ad 56
Rockefeller, John D.: quoted 119
Rolls Royce: ad (1950s) 34
Romeo Empire Design 209
Royal Bank of Scotland 75
Royal Mail 58
Ruggie, Diane (DDB): interview 87–8
Rushworth, John 44
Russell, John (Harley Davidson): quoted 41
RV (recreational vehicle) ads 30, 31
Ryan, Eric (Method Home Products) 124–5
S
Safari browser 209
San Jose Music Festival poster 43
Sands, Jonathan (Elmwood) 65
Santus, Mark (Romeo Empire Design): interview 209
Sawyer, Robert: Kiss and Sell (quoted) 165
Schultz, Howard (Starbucks): quoted 104
search engine optimization (SEO) 213, 220
search engines 210, see also Google
search-friendly copy 199, 210, 213
Serious Waste Management (case study) 64–5
Shiller, Professor Robert: quoted 53
shops see retailing
signage see under retailing
simplicity, importance of 21, 54
Sinclair, Mark (Creative Review) 227
Smart cars 20
social media/social networking sites 78–9, 198, 214, 216, 218, 219
see also blogs
Sophocles: quoted 204
Spa Ritual: packaging 122
spam 71
spelling 21
stakeholder mapping 156
stakeholders see clients
Stanley, Vincent (Patagonia): interview 173
Stella Artois: adverts 81
Sticky Content (agency) 210, 213
store cards 106
stores see retailing
supermarkets 105
T
Talgo, Scott: quoted 41
target audiences 13, 15–16, 27, 38
for advertising and direct marketing 72, 73, 78, 94
see also profiling audiences
telemarketing 71
Territory Ahead, The (TTA) (case study) 196–7
Tetlow, Kate (Jupiter Design): interview 174, 176
tone of voice 15, 16, 18, 20, 21, 23, 103
and advertising 79
marketing brands 20, 50, 53–4, 55, 60
of target audience 78
retailing and products 104, 114, 119–20
toolboxes, expanding 29
Toole, Catherine (Sticky Content): interview 210, 213
trade catalogs165, see catalogs
trademarks, checking 50, 63, 120
Twitter 78, 79, 198, 216, 218, 219, 220
typesetting: and copy presentation 37
U
Unique Selling Points (USPs) 27, 28, 38, 181
value-pricing systems 113
variable data printing 94
VegNews magazine: ad 52
video blogging 219
W
Waterstones: staff reviews 91
Weather Channel, The: website 208, 209
designers 213
examples 200, 201, 207, 208, 211, 212
first drafts 207
home/landing pages 210
importance of links and options 202, 210, 214
importance of personality 214
search-friendly copy 199, 210, 213
Wexler, Steve (MemoMind Pharma) 100–1
Wickes: catalog 166
Wilde, Stuart: quoted 120
Wishes: tone-of-voice guide 103
witticisms 13, 23, 80, see also puns
word-processed documents 37
Wurman, Richard Saul: Information Anxiety 65
Y
Yang, Jerry (Yahoo): quoted 42
Yeomans, Sunita (Argos): interview 190, 192
YO! Sushi: “Ready, steady, yo!” campaign 59
Young, James Webb: A Technique for Producing Ideas 88