Thursday, November 30, 2006

Advertisements Must Improve or Perish

I read an article this morning about how Disney Media Networks Co-Chairman Anne Sweeney at ABC is looking to revamp the way that Nielsen measures ratings to determine ad revenue.

This is in response to TiVo, YouTube, podcasts and the like. Essentially, consumers nowadays simply refuse to watch bad ads, and the Sleep Country water-torture method of 70s is on the way out.

It won’t be long before stations like ABC ban annoying ads altogether, as it only hurts their overall ratings. This puts the onus on clients and agencies alike to demand innovative and engaging work from their creatives: something we couldn’t be happier to provide.

There is a great excerpt about this very phenomenon in the Infinite Jest, where a migraine medicine company has such effective ads that they create migraines in those watching (the ads are a series of impressionist paintings by those suffering from intense migraine pain). Viewers can’t stand to watch the ads anymore so they keep changing channels. But the migraine company has made so much money that they can afford to buy the whole channel themselves and run their ads 24/7. The only response is for the station to run an ‘All Ads All the Time’ channel, which generates amazing ratings.

This very blog has finally reached #1 across the board for freelance english copywriter, on yahoo, msn, and google.

Wednesday, November 29, 2006

Ethics In Action Award

Creative Wonders, where I worked right before coming to Publicis, has just won the Ethics In Action Award for its social and environmentally focussed work.

Congratulations to Diane and the rest of the Creative Wonders team.

Getting A Job In Advertising

For those logging onto this site looking for the secret on how to become a copywriter, please go to the first entry at the bottom of the page and work backwards up to here. It's a combination of hard work, single-mindedness and luck. But there is no secret.

Tuesday, November 28, 2006

Outrageous Pop Culture

Here’s a perfectly choreographed dance routine on treadmills. It is ridiculous, yet brilliant at the same time.

Ok Go

Monday, November 27, 2006

Project Juice

The latest from Nike, slow motion explosions with high speed golf balls.

Project Juice

Friday, November 24, 2006

Swamped!

Apologies to those who have been calling me about freelance writing this week.

I am overloaded with work right now.

At Publicis we are working on a TV campaign, a new product launch, a global print campaign and getting our work ready to be submitted for awards shows, not to mention all the other day to day stuff, so it is a busy time.

In other news, I’m back to the top in the Google Rankings

I’m the #1 in google for Freelance English Copywriter, and #2 freelance copywriter on msn.

Thursday, November 23, 2006

Freelance Copywriter Pick of the Week

Here's a great idea to sell bird feed. I wouldn't want to park too close though.

Wednesday, November 22, 2006

Copywriting

Good copywriting has a concept behind it, a central theme that runs through the entire piece. Ideally, an insight. Something about the product that is unique and useful.

It is quite common to see ads held together by words or phrases or obvious metaphors.

These ads are quite easy to ignore.

When an ad taps into a universal truth (ie. we get frustrated when things don't work the way they should, or, I believe I see the world in a different way than others, or I wish I could be young forever) or a psychological insight about the target market (I am short of time, if you are not very direct with me I will see you as unprofessional), then you are really onto something.

Being tuned in to these insights is what makes a good copywriter.

Tuesday, November 21, 2006

A Freelance English Copywriter in Hong Kong

Hong Kong is an exciting city to live in. I'm based out of Causeway Bay, which is right in the middle of all the action. My shoebox apartment is one block from Times Square, which is twice as bustling as its counterpart in New York. I think my neighborhood is one of the most densely populated in the world. It is quite intense to go from a town of 4500 people to a city of 7 million. I like the contrast.

Monday, November 20, 2006

Christmas

Excellent. Publicis has let me take some time off over Christmas so I can come home for the break. It will be great to see my friends and family again, as well as the Maria.

I went for a great run this weekend. From Causeway Bay to Repulse Bay, it took me two hours. Repulse Bay (despite the name) is an incredible beach. It is like something you would find in Mexico. Wearing shorts and a t-shirt in November is amazing. Right now it is flooding so badly in Vancouver the tap water is brown.

Friday, November 17, 2006

Advertising and Public Health

My latest article ‘Sustainability Advertising and Public Health’ has been published. I need to talk to the editor though, for some reason the quotations and symbols get twisted when I transfer the files.

Thursday, November 16, 2006

Holy Crab!

That's one hairy crab. Sure, it doesn’t sound all that great, but it’s superfine. The whole agency just went out for hairy crab, apparently they are in season right now.

Die Zap High.

Words

Spending all day thinking about different ways to say that something is extraordinary, extravagant, and irresistibly fantastic can warp your mind. There is something to be said about the power of positive thinking. Maybe this is why creatives at agencies always look so young. Hmm, maybe my perception of reality is just getting a bit distorted from lack of sleep and crab.

Freelance Copywriter Pick of the Week

Two smart ads this week.

Johnny Walker - Android

Where I'm At

I’m in a bit of an ironic situation with this blog. I started it to help me find a job, as well as to document my progress for those reading it. However, as I have been with Publicis for 2 1/2 months now, it has gone from a ‘getting a job’ blog to ‘a day in the life’ one. Not quite as interesting, I know.

But the mission is still on. I really want a permanent job. That was the whole point.

I want to go home for Christmas. I was promised a three-month contract, but people are busy, swamped really, so I haven’t had a chance to sign anything yet. I do need at least some guarantee that if I buy a return ticket I will have a job when I get back, however.

Wednesday, November 15, 2006

Azuma's Last Day

Well, Azuma is off to Taiwan to go back to his wife.

Too bad, he was great guy to work with. Since I've been in advertising I have never had an art director as a partner. Azuma, who sat next to me, was the closest thing. It makes a big difference to have another creative mind to bounce ideas off. Now he's going away.

He's a smart, talented guy though, so I'm sure he will be successful in anything he chooses to do. Good luck with your future toy empire Azuma.

Tuesday, November 14, 2006

Insomnia

It is one thing to consistently work 70-80 hour weeks and pretty much every weekend and holiday. That's just hard work and par for the course in this crazy city. It's another thing to not be able to sleep when coming off a 16 hour day. I've had seven hours of sleep in the last two days. It's killing me.

I've had insomnia my whole life. My mom tells me its a mindset. I think my physiology is backwards. I get burst of energy when the sun sets and another one at 2 am. Maybe my ciccadian rhythms are set for some other country I've yet to live in. Who knows?

Monday, November 13, 2006

Why Advertising?

Advertising is a funny industry.

Since I have been doing it I have met some incredibly bright and creative people. It is a job that seems to attract some sharp minds, despite being known as the greatest waste of human intelligence since chess. But why would someone be interested in this reputedly diabolical profession in the first place?

I think a lot of them are out to change that very perception.

I didn’t get into advertising to make bad ads. I don’t think that anyone does. From those I've met, they are in this profession to make something better than what is out there now. To provide a form of insight that is at least engaging and rewarding to the viewer, and to take something that is pretty much universally despised, and make it better. That is our job.

I have a bias, because my media diet is entirely online, so I only see good ads that I choose to watch. But for those who watch TV, and are constantly interrupted by crap, I can understand that hearing that anyone would actually want to be involved in this industry would warrant a raised eyebrow.

For me, I saw this ad, and thought, I want to make more ads like that. Hopefully one day I’ll get a chance to work with Spike Jonze.

One thing I really like about Publicis is how we see bad ads as lost battles. It is a great attitude to have, and it keeps us motivated to produce good work. It’s not easy though. It seems like I never sleep anymore.

Friday, November 10, 2006

Journalism, Copywriting and Cantonese

I just got a call from the editor of the Cathay Pacific Inflight magazine and it looks like they are going to pick up one of my stories. Cool beans. This takes me back to when I first arrived in Hong Kong and Dave put me in touch with all those editors.

In other news, I am slowly learning Cantonese. I try to learn something new every day. Today I learned how to order my favourite food. – lemon chicken.

The Perks of Being a Copywriter

I like how I get to wear whatever I want. It is nice to be able to dress to amuse yourself as opposed to look contained. Today, for instance, I am in my black Banksy shirt and Blackspots over Che Guevara socks and under designer pants with purposeful fraying. Yesterday I was in my black shirt with French cuffs and silver links and shiny Cappellas.

I don’t have to wake up at an ungodly hour. It is much better to work until the wee hours of the morning than it is to get up at that time.

I get paid to sit around and think and write. I enjoy these things, so really, I don’t actually work.

The downside of being a freelance copywriter is having absolutely no semblance of job security.

I had another call from a 4As agency here in Hong Kong yesterday. My online presence is saving me. I am all over the Internet now, #1 for freelance english copywriter in every search engine. I’m happy at Publicis, but it would be nice to sign a proper contract.

Another one of the perks of being a freelace copywriter is that you are constantly producing creative work. It is my philosophy that everything creative is worthwhile.

KC has mentioned that it could be in the cards very soon.

Kate sent me some wedding photos. Here are her feet.


Thursday, November 09, 2006

Eat Like Snake

The latest from Burger King. It is so bizarre it has to be posted.

Burger King - Eat Like Snake

Wednesday, November 08, 2006

What Does an Expat English Copywriter Do Anyway?

When I talk to my parents about being a copywriter, often they just look at me and say, "We have no idea what you do." I tell them that I come up with ideas and write, but seeing how most of the ads I produce are about three words each, they find this concept very bizarre.

Today, for instance, my job was catching sparks. Basically, this involves sitting around and waiting for an idea to come to me. I’ve been on a roll. I have six TV scripts written for Friday. Sometimes the sparks don’t come and it’s a bit frustrating. But the reality is, I am paid to come up with ideas that are original, interesting, compelling, persuasive, on topic, attention-catching and most importantly sellable. So they had better be good. If a client doesn’t buy it, it is nothing but a nice idea.

Some people are paid for their projects upon completion. Advertising is a like an idea factory, so you are commissioned for your brain up front.

Dressing up an idea to be sexy is another part of my job, and working on the pitch for it. Ideally, an idea has to be good to get anywhere, it needs a solid concept, because it has to be pitched through endless layers. But you still need to know how to present it for it to get off the ground.

Usually it works like this: I tell the idea to Azuma, the art director sitting next to me, if it gets the creative thumbs up, I need to sell it to KC, the executive creative director. He is looking to see if it satisfies the components above (it’s on strategy, original, creative enough etc). When he is confident that it is, he will go to bat to sell it to strategy. If it resonates with them, and they can provide the hard facts to help sell it as objectively as possible, we bring in the accounts team and give them the ammunition they need to sell it to the client. If the client likes it, they will then see how it works on their friends, colleagues, spouses etc. And then, on focus groups. If the focus groups buy it, it’s put out into the world.

But the true test is after you see it. As a consumer, do you turn to another consumer and explain it the way I did to Azuma. Do you even bother? Is the idea still there? If it is, I’ve made a good ad.

In a nutshell, that’s my job.

As the English writer, I also do a lot of proofreading, editing, as well as writing for the bread and butter English ads, long copy stuff. So I do it all.

It’s an interesting job. I like it. But I can see how my parents find it bizarre.

The point?

Working in an idea factory keeps the mind sharp and proves potential. Putting words and ideas to work can be profitable, but it can also be instrumental for change. However, I still have a lot to prove to myself, and learn, before I step back into that arena full-hearted.

If you would like to know about a day in the life of a English copywriter in Hong Kong, click here.

Tuesday, November 07, 2006

Search Engine Optimization (SEO) Copywriting

Search engine algorithms are becoming increasingly proficient at weeding out those who are trying to trick them. What they are now looking for are pages that have fresh, authentic copy written on a useful topic.

I found an interesting website where you can find out your rankings on msn, google and yahoo Google Rankings. Surprisingly, I am #1 in every search related to freelance, english and copywriter. So, it appears that I have picked up on the art of SEO, without even knowing what it is.

Actually, checking back later, I've dropped to second, these rankings are rather fickle.

I’ve learned a fair bit along the way. I have been banned from both AdSense and Google at one point. I’ve made my amends, however, and now I at least know what NOT to do. The secret, it seems, is to be prolific and informative and not to be too clever misspelling words and the like (Sorry). Although, I must admit I did start this blog to help me land a job, it has worked much better than I expected.

However, let’s not lose track of the fact that I am still only freelance. We are getting way ahead of ourselves here. I still haven’t accomplished my goal quite yet. I am still at step 8...

Soon I found I had quite a knack for SEO copywriting click here to see some of my early success.

The lack of pictures on this site is depressing - here is a picture of Shaun's backyard.

Freelance English Copywriter Pick of the Week

This ad is awesome. (Give it a minute to load up)

MTV - Music is For Life

Perseverance

I think you can accomplish anything you put your mind to with enough grit, hope, endurance and determination.

One of my favourite bands of all time is the Jesus Lizard.

We used to see them as much as possible in the mid 90s in Vancouver. They put on the best live shows I have ever seen. I stumbled across this clip the other day of a show in Texas where David Yow gets hit by a bottle that smashes on the back of his head.

He gets up and keeps going.

It's pretty intense. (Tons of rednecks swearing though, just to warn you.)

The Jesus Lizard at the Orbit Room

Monday, November 06, 2006

Extension III

I've been extended again and KC is looking into getting me on full-time.

A Fun Ad

Fresh Up - Revival Guy

Friday, November 03, 2006

The Quest

Getting a job in advertising is hard.

Getting a permanent job at a 4As agency in Hong Kong with a junior book, a little money and not knowing anyone, or any Cantonese at all is a crazy challenge.

So far, I’m close. I think. I’m up for renewal on Monday and I have been getting calls from headhunters with offers that make my head spin. I am glad I have documented this. I hope it will give people who are interested in working in advertising some perspective of the work involved and the rewards as well.

I have several people writing me asking for advice on what to do when you are first getting started. I have decided I need to write a book about this one day (once I'm actually successful that is).

There is a saying that goes ‘It is smart to learn from your mistakes, and even smarter to learn from other people’s mistakes.’

When I was first getting started, I thought a great way to put a reel together would be by starting my own agency. When Kristian and I started PDP in Australia we made every mistake in the book, but it only took us nine months to make six ads and by the end of it we were shooting on 16mm film out of speedboats with a media buy across every TV Channel on the Coast. Our last ad helped the Runaway Bay Marina get so filled on the day of the Expo we had to park half a mile down the road and walk through hundreds of parked cars to check it out. Things were going very well. But then, we lost one pitch and it was the end of the world, and we gave up. If only I knew then what I do now.

I went back to Vancouver. We saved the ads online as .wmv files and I gave out business cards as a portfolio. It took me two years to realize that you can’t watch a .wmv file on a mac, which is what every creative director in the city used.

Ah, the things you learn in this crazy business.

Self Promotion

This is a great ad for a photographer.

Randy Fitzsimmons

The Hives are a fantastic band. Raw energy. Great lyrics (ten dead no pun?). Swank outfits. They rock. But they wouldn’t be where they are today without Randy Fitzsimmons. It’s a great story, often shrouded in mystery. Essentially, Randy Fitzsimmons ‘discovered’ The Hives when they were a bunch of maniac kids in a small town in Sweden playing in little clubs at a mile a minute and professing to the crowds how they were the greatest band on earth. Mr. Fitzsimmons, who some believe was just The Hives themselves, or perhaps their drummer, or their bassist, sent them a mysterious letter each telling them to be at a certain place at a certain time. Once there he told them their destiny (that they truly would be the greatest band on earth, and world domination was to be theirs). He brought them to an isolated place in the middle of Sweden and set them loose to record. Randy Fitzsimmons is not merely a producer though. He manages them, shapes them, helps them write and basically, is the sixth member. That is, if he exists at all. After that album, The Hives disappeared for a while, and they even sparked false rumours that they had died. But really, they were busy writing in isolation, and the album they produced next truly was the greatest album of all time.


Thursday, November 02, 2006

Condition Lather Rinse Repeat

You can condition your body. With practice and familiarity, you can get used to little sleep (right now I have crazy insomnia and I am getting 3-4 hours a night). You can condition your body to eat less food and survive without caffeine and to accustom itself to discomfort. You can even condition your body to run and exercise on little or no sleep. It’s a pretty versatile machine.

But you can also condition your brain. The longer I work in advertising, the faster ideas come to me. It is like my brain has reprogrammed the synapses so that they fire more frequently in a creative/problem-solving area (and less frequently in other, more practical areas). Same goes for writing. If you are writing constantly, it’s just a matter of sitting down and picking a topic and it flows out of you.

I remember reading about a psychology study once where they had an experimental group of students that they would give two different lessons to, one would be visual, through material they were supposed to be reading that was in front of them, and the other would be a spoken presentation at the front of the classroom. At first, they couldn’t absorb both lessons at once, but over the course of a month, they conditioned their brains to do so. I always thought was a pretty inspiring idea about our potential as humans.

Wednesday, November 01, 2006

Through the Line, Below the Line and Above the Line Copywriting

ATL, BTL and TTL are more than just fancy lingo that copywriters throw around. They refer to three different subgroups of creative copywriting.

ATL refers to commissioned ads such as television, radio, outdoor, cinema, press (the fun stuff) while BTL refers to non-commissioned work such as direct mail, sponsorship, promotions and public relations (bread and butter stuff).

TTL is a combination of the two.

In today’s market, it is important to be able to write for all three. I am lucky at Publicis in the sense that I spend half of my day catching sparks for big creative ideas and the other half working on my craft writing longer copy. It is a good balance, and as a copywriter, it is useful to have experience doing both. As you may have guessed from this blog, I have never been one to specialize, I always find you are sharper when well-rounded.