- Client: AIGA Jacksonville
- Media Type: Invitation Poster - Martini Party - Random Copywriter Sample
- Client: Detroit Creative Directors’ Council
- Media Type: Award Show Invitation - Brown Paper Bag - Random Copywriter Sample
These creative marketing samples didn’t fit so neatly into any of the other categories. Maybe that’s why I like them so much. But from time to time, I’ve been given the chance to spread my wings even further than usual. Yes, Samantha, you can say edgy things and print invites on paper bags and push whatever envelopes are begging to be pushed. Though this type of irreverence may not be appropriate for all companies at all times, hey, let’s remember: the first rule of marketing is get noticed. These creative marketing pieces got noticed and remembered.
We may not like to acknowledge it, but marketing exerts a huge force in our lives. When a company goes to speak, sure, first and foremost it has its bottom line to think about. But a company is also a voice in the world that will, as a part of the Great Cacophony, influence people’s lives. Do we live in a culture where creativity and humor and artfulness are valued? But I don’t ask companies to sacrifice profits for the greater good. I ask them to be about something to which people are actually drawn. Think about Coca Cola’s legendary “I’d like to buy the world a Coke” TV commercial. When companies find the courage to find, define and express their humanity, a funny thing happens. They connect.
There’s just too much noise and cynicism out there. Too much parity. Too much ordinary. Too much blah. People couldn’t give two hoots about your glossy brochure or your fancy new website. Be imaginative. Be interesting. Be informative. Be valuable. Be a company worth knowing, and they will handsomely reward you for it.
5 great resources for those who want to become a creative advertising copywriter or a creative marketing copywriter:
1. Luerzer’s Archive – the worldview of outstanding communications
2. The One Club – producers of the famous One Show Awards, celebrating the best in copy, design and, ideally, the perfect marriage of the two
3. How Design – a handy reference source with more of a visual slant versus copy writing, but a super helpful and practical assortment of features, especially for freelance talent; a very well done pub
4. Print Magazine – creative marketers keep their creative juices flowing with this collection of what the best in the business are doing, why and how; they also sponsor competitions in various categories
5. Communication Arts – listed last, but certainly not least, this industry standard covers all of the media; for creative copywriters and graphic designers, eye candy doesn’t get much sweeter