The Idea Writers by Teressa Iezzi
Copywriting in a New Media and Marketing Era

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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 Teressa Iezzi

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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 into the creative people and trends shaping the future of the industry. Iezzi also oversees Creativity's website, , which offers the definitive daily posting and archive of the work that matters, as well as the latest industry news and ad reviews. Iezzi is also a regular columnist in Advertising Age and has appeared on broadcast and cable news channels including ABC, CNN and BBC America and in the national press as an expert on advertising and popular culture.Prior to her role at Creativity, Iezzi had been editor of Ad Age Global, a monthly publication covering marketing and advertising from an international perspective.
Published December 7, 2010 by Palgrave Macmillan. 224 pages
Genres: Business & Economics, Professional & Technical, Law & Philosophy. Non-fiction

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For one campaign, Burger King set up a website that allowed visitors to give commands to a man in a chicken suit.

Dec 21 2010 | Read Full Review of The Idea Writers: Copywriting...

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