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Creating effective copy

Rob Bowdery

Rob Bowdery is a professional copywriter with 25 years' marketing and communications experience across many business sectors. Rob runs his own conceptual copywriting consultancy, Write Angle Creative Communication, where clients have included: the Advertising Standards Authority, Bovis Homes, Cadbury Schweppes, Eagle Star, English Heritage, the Environment Agency, Hilton Hotels, Microsoft, Philips Electronics, Yellow Pages and Zurich. Rob is also employed on a part-time basis as a Senior Lecturer in Advertising at the University of Gloucestershire. Author affiliation details are correct at time of print publication.

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Basics Advertising 01: Copywriting

Bloomsbury Visual Arts, 2008

eBook

2

... into an exercise regime. A direct call to action from The Fitness Team might just give them the jolt of energy they require. Client: The Fitness Team Agency: Write Angle Copywriter: Rob Bowdery Art Director: Charlotte Kidner Hawkins OK, so...

Mastering the language

Rob Bowdery

Rob Bowdery is a professional copywriter with 25 years' marketing and communications experience across many business sectors. Rob runs his own conceptual copywriting consultancy, Write Angle Creative Communication, where clients have included: the Advertising Standards Authority, Bovis Homes, Cadbury Schweppes, Eagle Star, English Heritage, the Environment Agency, Hilton Hotels, Microsoft, Philips Electronics, Yellow Pages and Zurich. Rob is also employed on a part-time basis as a Senior Lecturer in Advertising at the University of Gloucestershire. Author affiliation details are correct at time of print publication.

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Basics Advertising 01: Copywriting

Bloomsbury Visual Arts, 2008

eBook

0

...A delightfully original campaign from Colman’s mustard that doesn’t pull its punches when it comes to promoting their product to the meat-eaters who make up their target audience. The agency has even coined a new word that combines ‘meaty...

Writing with purpose

Rob Bowdery

Rob Bowdery is a professional copywriter with 25 years' marketing and communications experience across many business sectors. Rob runs his own conceptual copywriting consultancy, Write Angle Creative Communication, where clients have included: the Advertising Standards Authority, Bovis Homes, Cadbury Schweppes, Eagle Star, English Heritage, the Environment Agency, Hilton Hotels, Microsoft, Philips Electronics, Yellow Pages and Zurich. Rob is also employed on a part-time basis as a Senior Lecturer in Advertising at the University of Gloucestershire. Author affiliation details are correct at time of print publication.

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Basics Advertising 01: Copywriting

Bloomsbury Visual Arts, 2008

eBook

0

...Information overload?Every day we’re bombarded with a massive amount of advertising. How do we make our messages stand out?Copywriters are involved in the creation of many different forms of advertising and promotional material – far more...

Rules and restrictions

Rob Bowdery

Rob Bowdery is a professional copywriter with 25 years' marketing and communications experience across many business sectors. Rob runs his own conceptual copywriting consultancy, Write Angle Creative Communication, where clients have included: the Advertising Standards Authority, Bovis Homes, Cadbury Schweppes, Eagle Star, English Heritage, the Environment Agency, Hilton Hotels, Microsoft, Philips Electronics, Yellow Pages and Zurich. Rob is also employed on a part-time basis as a Senior Lecturer in Advertising at the University of Gloucestershire. Author affiliation details are correct at time of print publication.

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Basics Advertising 01: Copywriting

Bloomsbury Visual Arts, 2008

eBook

2

... piece for Brooklyn Lager Copywriter: Rob Bowdery Now it’s your turn Many Mediterranean countries have cultivated a culture where being drunk is unseemly, unsexy and unsophisticated. Can we have an ad campaign which does that for the UK?...

Advertising around the world

Rob Bowdery

Rob Bowdery is a professional copywriter with 25 years' marketing and communications experience across many business sectors. Rob runs his own conceptual copywriting consultancy, Write Angle Creative Communication, where clients have included: the Advertising Standards Authority, Bovis Homes, Cadbury Schweppes, Eagle Star, English Heritage, the Environment Agency, Hilton Hotels, Microsoft, Philips Electronics, Yellow Pages and Zurich. Rob is also employed on a part-time basis as a Senior Lecturer in Advertising at the University of Gloucestershire. Author affiliation details are correct at time of print publication.

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Basics Advertising 01: Copywriting

Bloomsbury Visual Arts, 2008

eBook

0

...As a bank with a global presence HSBC benefited from a thought-provoking and far-reaching campaign which emphasised local differences rather than pretending that one size fits all in the world of international finance and commerce.Client...

Conclusion

Rob Bowdery

Rob Bowdery is a professional copywriter with 25 years' marketing and communications experience across many business sectors. Rob runs his own conceptual copywriting consultancy, Write Angle Creative Communication, where clients have included: the Advertising Standards Authority, Bovis Homes, Cadbury Schweppes, Eagle Star, English Heritage, the Environment Agency, Hilton Hotels, Microsoft, Philips Electronics, Yellow Pages and Zurich. Rob is also employed on a part-time basis as a Senior Lecturer in Advertising at the University of Gloucestershire. Author affiliation details are correct at time of print publication.

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Basics Advertising 01: Copywriting

Bloomsbury Visual Arts, 2008

eBook

0

...Having trawled through so many aspects of copywriting I suppose I should offer you some concluding words of wisdom. So here goes. Work hard and make your mother proud by becoming a doctor or a lawyer, anything but a copywriter. Well...

Sharpening your style

Rob Bowdery

Rob Bowdery is a professional copywriter with 25 years' marketing and communications experience across many business sectors. Rob runs his own conceptual copywriting consultancy, Write Angle Creative Communication, where clients have included: the Advertising Standards Authority, Bovis Homes, Cadbury Schweppes, Eagle Star, English Heritage, the Environment Agency, Hilton Hotels, Microsoft, Philips Electronics, Yellow Pages and Zurich. Rob is also employed on a part-time basis as a Senior Lecturer in Advertising at the University of Gloucestershire. Author affiliation details are correct at time of print publication.

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Basics Advertising 01: Copywriting

Bloomsbury Visual Arts, 2008

eBook

0

...Tesco have adopted a witty style of wordplay allied to strong yet simple imagery in their advertising. It’s good to see words being used so well, and with such powerful results.Client: TescoAgency: Lowe LondonAs you know by now, advertising...

Introduction

Rob Bowdery

Rob Bowdery is a professional copywriter with 25 years' marketing and communications experience across many business sectors. Rob runs his own conceptual copywriting consultancy, Write Angle Creative Communication, where clients have included: the Advertising Standards Authority, Bovis Homes, Cadbury Schweppes, Eagle Star, English Heritage, the Environment Agency, Hilton Hotels, Microsoft, Philips Electronics, Yellow Pages and Zurich. Rob is also employed on a part-time basis as a Senior Lecturer in Advertising at the University of Gloucestershire. Author affiliation details are correct at time of print publication.

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Basics Advertising 01: Copywriting

Bloomsbury Visual Arts, 2008

eBook

0

...The role of copywriters Copywriters are the people employed to supply the text – otherwise known as copy – that accompanies the imagery in advertisements. But hang on, that’s a bit bland. I think I’m underselling our services and that just...

Understanding your product

Rob Bowdery

Rob Bowdery is a professional copywriter with 25 years' marketing and communications experience across many business sectors. Rob runs his own conceptual copywriting consultancy, Write Angle Creative Communication, where clients have included: the Advertising Standards Authority, Bovis Homes, Cadbury Schweppes, Eagle Star, English Heritage, the Environment Agency, Hilton Hotels, Microsoft, Philips Electronics, Yellow Pages and Zurich. Rob is also employed on a part-time basis as a Senior Lecturer in Advertising at the University of Gloucestershire. Author affiliation details are correct at time of print publication.

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Basics Advertising 01: Copywriting

Bloomsbury Visual Arts, 2008

eBook

2

... don’t understand you. Don’t worry Marsha, there’s an easy way to get your head around my data. Client: Microsoft SQL Server 2005 Agency: Mason Zimbler Copywriter: Rob Bowdery As someone new to a product, your innocence can...

Knowing your audience

Rob Bowdery

Rob Bowdery is a professional copywriter with 25 years' marketing and communications experience across many business sectors. Rob runs his own conceptual copywriting consultancy, Write Angle Creative Communication, where clients have included: the Advertising Standards Authority, Bovis Homes, Cadbury Schweppes, Eagle Star, English Heritage, the Environment Agency, Hilton Hotels, Microsoft, Philips Electronics, Yellow Pages and Zurich. Rob is also employed on a part-time basis as a Senior Lecturer in Advertising at the University of Gloucestershire. Author affiliation details are correct at time of print publication.

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Basics Advertising 01: Copywriting

Bloomsbury Visual Arts, 2008

eBook

2

... Homes Copywriter: Rob Bowdery Designer: Charlotte Kidner Having established who your audience are, and what is most likely to appeal to them, you now need to decide how you’re going to talk to them.When it comes to writing adverts,...