BC Lions

Seeing how I am going to Vancouver for Christmas, here are some ads from the homeland.

Candles

Fabric Softener

But I like the old one too, it's one of my favourites.

Vending Machine

Down for the Holidays

This blog will be closed for maintenance between December 22nd and January 3rd.

Now is the time to leave any comments/suggestions that you may have.

Let me know who some of you are, it would be nice to meet some of my regular readers.

Truth is Stranger than Fiction

You can't dream up headlines this bizarre.

World’s' tallest man rescues dolphins in China

The Hong Kong Work Ethic

What a crazy week. It’s 10 am Thursday morning. We were working until 4 last night and now I’m back at it. Actually Alex, Kin, Charles and the illustrators are still here, they’ve been going all night. I don’t know if KC slept at all. This is the third time this week we’ve had less than 7 hours to run home, sleep, and come back.

What a frantic city.

Leaping the Corpus Callosum

One tendency that is prevalent amongst all of the creatives I have met in advertising agencies is the ability to control focus.

It is an essential skill to go from ‘big picture’ right-brain thinking, where the mind is open to ideas from any direction, to incisive, focused, left-brain detail-orientation, where you strain over ever single word, and become intensely self-judgmental about the validity and effectiveness of what’s before you.

And this change in focus must happen instantaneously.

Often while throwing around ideas, you can see this come into play. The ability to catch onto an idea and collectively, systematically, put it through rapid-fire scrutiny, and simultaneously seek possible avenues for embellishment. It's in their eyes as they dart from one hemisphere to the next. It is an interesting phenomenon.

Copywriter Pick of the Week (again)

Some readers (like my mom!) tell me the best thing about this blog is the ads I post. Hmm. Well, fine. Here's a great one.

Clio - Slow

Tiger Beer

Here's a bizarre spot for Tiger Beer

Sustainable Advertising

My latest column about sustainable advertising has been published.

The Weather In Hong Kong

Okay, this is a mundane topic, but I have to say, Hong Kong has the best weather of anywhere I have ever been in my life. It’s early December and it’s 22 degrees, the stuff of shorts and t-shirts (although I am the only one I see in a t-shirt).

It’s bright and clear and sunny too. It only rains here about once a month, which is a treat, especially coming from Vancouver where they are having one of the worst winters in something like 100 years. When I arrived in the summer it was hot, but nothing like Tokyo or Shanghai or Montreal.

I can see why seven million people have crowded onto this little jungle covered rock jutting out of the sea.

Freelance Copywriting Blog

Now that I have signed on with Publicis for the next three months, the usefulness of this blog has changed.

I had a link in Wikipedia entitled ‘How to Get a Job As a Copywriter’ but yesterday they pulled it. It’s too bad, really, because I think that this blog is actually a legitimate resource to help those trying to break in from a sweat and guts perspective.

Just go to the first entry, you’ll see what I mean.

The link was generating a lot of traffic, but traffic isn’t really all that essential, as I don’t have any advertising on this site anyway.

Either way, the mission is still on, and it never hurts to be at the top of the listings.

Freelance Copywriter Pick of the Week

Here are two ads that Nissan will run as college football teams compete for the Heisman trophy. To compare with the action of the games themselves, these ads are high-energy, and compelling, as the mascots compete with one another.

Chase for the Heisman Part One

The second one is better:

The Chase for the Heisman Part Two

Small Victory

I started this blog to help me find a permanent job at a 4As agency in Hong Kong. After freelancing for the last three months with Publicis, I have just signed a contract, for another three months. So it isn’t a permanent position, but it’s a close.

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.

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.

Outrageous Pop Culture

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

Ok Go

Project Juice

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

Project Juice

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.

Freelance Copywriter Pick of the Week

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

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.

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.

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.

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.

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.

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.

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?

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.

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.

Eat Like Snake

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

Burger King - Eat Like Snake

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.

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

Extension III

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

A Fun Ad

Fresh Up - Revival Guy

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.

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.

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.

All Hallows' Eve

It’s Halloween, my favourite day of the year. They have few skeletons, ghosts and pumpkins here and there, and there is a rather impressive haunted house set up at Times Square, but all in all I wouldn’t say that Hong Kong has the same exuberance about this pagan holiday as we do in Canada. No one is dressed up at work and I didn’t see any freaks on the streets this morning. Maybe tonight will be more lively though.

Sustainability Advertising

I write a column about the intersections between sustainability and advertising.

Here is the latest: Sustainability Advertising and Environmental Design

If this is a topic that is interesting to you, I wrote a daily blog for over a year on the topic for Creative Wonders. Sustainability Advertising

An English Blog

Ah ha. Azuma has showed me how to switch this blog into English, so now, hopefully, I can iron out a lot of the glitches. I have been running this blog in Chinese since the beginning, which is a bit tricky, as I can't read a character (actually I now know the symbol for yes).

$0.02 from an English Copywriter

Does anyone watch TV anymore? At least on a television? When I was in Vancouver I remember getting all of these memos from TV stations about how 25-35 year old TV watching was as strong as ever. But I have my doubts.

Diane and I took a course on how to edit Final Cut Pro while we were in Vancouver at Emily Carr and I have been itching to get my hands on the software (and a camera).

The future of advertising is here:

Dove Evolution Youtube Spot

To the chagrin of Sony, this ad was leaked on Youtube before it went to air. Bravia - Paint

Hard Day's Night

I've been at work for 34 hours.

I did manage to secure an hour of fitful sleep on the floor, but overall, it has been a crazy day at work.

I have aspiring copywriters writing to me and asking me what it's like to be a copywriter in a large agency. It's great, but days like today make me wonder why I ever gave up moving furniture in an auction house. Actually, not really, but I am exhausted.

I have had six people contact me about work since I've set up this blog. Two job offers, two headhunters and two freelance opportunities. I'm amazed how well it has worked. Despite the long days, I am happy here at Publicis, but man, I'm beat.

Now, some of you at this point may be thinking that this is all work and no play. But that's not true. Click here to find out about the perks of being a freelance copywriter

Bud Lite Ad with the Falcon

This ad has been a hit at the office today.

Bud Lite Falcon

That Freelance Writer with the Blog

I have been getting a few calls from other agencies looking for freelance work. I have become known as 'that guy with the blog', which is good with me. I am still here at Publicis, although my contract is month-to-month, and I am much too busy to take on any freelance at the moment. But don't be shy to call me up, even to put a voice to a name.

Brilliant ads

A Day in the life of a Freelance English Copywriter in Hong Kong

This blog has served me well. I am truly amazed more companies don’t make use of this medium. It has brought me some influential visitors, to say the least, and more than one job offer already.

Let’s put it this way, I’ve had this blog running for around two months now and it has helped me find work, and put me onto the screens of several prominent creative directors.

It’s been more effective for me than a print ad could ever be, it’s personal, it’s engaging, and also, it’s free!

I want to keep it informational, however, after all, my greatest traffic comes from those looking for insight on how to break into this crazy business.

If you start from the bottom and read up, it will give you an idea of the work involved.

Status Report III

Well I have been in Hong Kong almost three months now.

I have managed to meet almost all of the creative directors in town and land myself a month-by-month contract here at Publicis. I am very close, but still, I haven’t reached my goal. If you go back to my original post, you will see that I am at Step Eight in my Ten-Step plan.

I have been writing my story as well. I just finished Chapter 29. It’s about us hitching from New York to Texas in a 48-hour blitz.

Friday the 13th

The Chinese aren't too concerned about Friday the 13th. They say they already have too many other superstitions to worry about. For them, 4 is an unlucky number, and there is no fourth floor and whatnot. 13 is my lucky number, but I still get a bit paranoid on Friday the 13th. 4s don't bug me much though.

Big Shop vs Small Shop

There is some debate amongst creatives first starting out on whether or not they should begin their careers at the largest multi-national agency they can find, or a small shop.

The benefits of a large agency are that you are right into the game. Right off the start, you have the luxury of making big ads for big-minded clients on big budgets, so the imagination is the limit. These are ads that people will recognize and it adds to your overall credibility as a creative. This is nice.

However working for a small shop offers more discipline. You learn to really focus your creative on what will sell. You are dealing with small clients with small budgets. You are writing long copy for every account in every medium and at the same time juggling strategy, accounts, production and new biz; basically learning all the ins and out of the business as you go along. If an idea can stand up on a zero budget, it’s strong. If you have to write headlines around stock photos (or even photos that the client provides) then you are forced to be clever. There isn’t a slick production to hide behind. It is all about the idea. And a small shop will give you this focus.

That said, however, I am glad to have moved on to a big agency and that I can finally let my imagination loose, it’s time.

Blogs Still Strangely Underused in Advertising Agencies

You think a tool that is capable of putting your name, or your company’s name, straight to the top of the searches on Google would more readily utilized by advertising agencies. Similarly, you would think that those with the know-how and experience to make the most of such a medium would be in greater demand. I give it a year or so, and then every agency will be employing copywriters that can write long, compelling copy, on target, with the right voice. I mean, who thinks of looking for a hotel near the airport anywhere but online, and who doesn’t google a potential employer/employee before an interview?

Hong Kong copywriting

One thing I like about Hong Kong is that it is a nocturnal city. People thrive at night here, and they are moon-worshippers. This suits my lifestyle much better as I am a night owl, as well as an insomniac, the furthest thing from a morning person really.

I have been devouring books. I am onto Hemmingway now. He would have made a great copywriter.

Freelance Copywriting In Hong Kong

This city is all about work. Long hours, six days a week worth of work. On the weekends people pour into the streets to shop. I think shopping is Hongkongers favourite pasttime.


If you want to know what the Hong Kong experience is like: click here - freelance copywriter link

I bought a book by Augusten Burroughs, it's okay, he was a copywriter in New York in the early 90s and he has since published his memoirs. It's a good, fast read, but he has a way of pushing emotional buttons that I find slightly manufactured.

I liked the cover.

Mid Autumn Festival

It’s another holiday in Hong Kong. It’s 8 o’clock and I’m here by myself. I suppose I will go to Victoria Park and watch the Lantern Festival, as it is right by my place. The nice thing about being so busy is that you don’t have enough time to yourself to be lonely.

Psychology and Advertising

Having a background in psychology is useful in this industry. Getting into the head of the target market, be it a high powered business man looking for people he can trust, or a pennywise shopper out buying school supplies like pencils, erasers, post-its and protractor sets; I like to completely absorb myself into the role.

I find cognitive psychology especially useful. There are scientific studies that show the pathways information moves along from word to word, and how it is affected by priming. For instance, if I were to ask you to conjure up a mental picture of a ruler...

It would be the ruler you use to measure things, probably the wooden kind with the metal edge and not a ruler that reigns over the land. This is because of the previous priming in the paragraph above.

The studies of memory and the state-specific and location-specific factors that influence it, as well as how the brain differentiates between recognition and recall stimulus in its hardwiring make for very useful strategizing in media planning and conceptualization.

Then there is the 7 plus or minus 2 rule. People can only remember between 5 and 9 digits or items in a row.

For instance read this list, look away and see how many you can remember, write them down.

Fox, Rabbit, Hippo, Rhino, Tiger, Penguin, Goose, Crocodile, Elephant, Lizard

If you can remember all ten, you have an excellent memory. If it is between 5-9 you are normal. Most likely, you remembered the first and last.

Now, conjure up a mental picture of a scale.

Moving

Moving is a stressful, expensive and labour-intensive experience for most, but it isn’t so bad when you are nomadic like myself. I can carry everything that I own, albeit rather uncomfortably. This means I can pack up, move and reestablish in under an hour, which comes in handy when you are kicked out of your apartment to make room for vacationing mainlanders who will shell out an extra $4000 HK during the month of October only to get invited back for November as you are collecting your damage. Sheesh. My new place is okay, though, but no view.

It is bizarre that I spent so many years working for moving companies and auction houses, and moving furniture everyday. There is nothing that most people hate more than moving, but I kind of like it, on to new places and adventures.

In other news, I've made peace with Google.

Extension II

Excellent. I have been extended for another month.

Creativity

There is a certain state that you hit when doing creative work.

I am pretty sure everyone has experienced it at some point. It is when an idea just appears, out of nowhere. It happens in sports as well. But for me, as I spend most of my time writing, that's where I get the 'spark'.

Experimenting with the frequency of ideas, I would say that idea generation is kind of like a muscle. The more you force yourself to come up with ideas and the more time you spend on it, the more your brain becomes used to 'thinking sideways' or creatively. It is a fun way to see the world.

Here are a few ads that I think are just plain fun, but effective, and the kind of stuff I like.

Canal Plus - March of the Emperor

Coke - Videogame

Sci-Fi - Human Suit

American Express - Wes Anderson

Vodafone - Mayfly

My New Apartment

Well, I had to move. October is the busiest month in Hong Kong and for no reason at all, they told me I couldn't stay in this sweet room with the nice view any more.

It was impossible to reason with them, they just said I had to leave and then went off in Cantonese and laughed at me.

So, fine, I found a new place. It is more expensive, and there is no view, but it is at least brand new and a bit bigger than this place. It also has a TV and DVD.

It's HK7000, but I bargained them down to HK6500 a month. It's serviced so they come and clean it and whatnot. So it could be worse. Definitely a step down from this place though. I move in on Tuesday.

Work is as busy as ever. I had my first day off in ages yesterday, today I went in for seven hours and tomorrow I have to go in again, long weekend or no long weekend, there is work to be done.

As the apartment dude was taking me around the city showing me various rooms, the first one he showed me was on the 14th floor, which I would never do, either way, the place was like a cell, so I said no way. There was a restaurant up there overlooking the harbour, so as we were there the fireworks started and this random dude and myself watched the show for 30 minutes in a restaurant packed with people with the lights out. It was a bit surreal. The fireworks were good though.

Freelance Copywriting from a CDs perspective

Here is an interesting interview with Scott Goodson at Strawberry Frog. They are a small shop out of Amsterdam and New York that do most of their work by using freelance copywriters.

According to this interview, Canadians are the best in the biz -Shna!- and that consistently outsourcing freelance copywriters is the new way. Essentially, writers who are nimble, hard working, quick to pick up on voices and concepts and mobile will soon be the workforce of the future in advertising.

Sounds like I am well equipped.

For the time being however, I am still with Publicis Asia, it's great here.

I was pretty depressed today. I don't know why. Every so often the system just crashes. We didn't win the pitch, but KC has hinted that they might still keep me on. They told me I can't stay here in my apartment anymore, as October is high season in HK, so I need to find a new place, and the guy I was supposed to meet never showed. Ugh. Then, I find out google has shut me down! I think it was the post where I was misspelling words, hmm, either way, I've written them and apologized and made the necessary changes, so I hope they will let me back on. I'm still cool with msn and yahoo though. Also I got into a random conversation with some guy the other day and when he asked how old I was, he guessed 35. 35! I couldn't believe it, I asked him why and he said it was because I was fat! That really bummed me out, so today, I just started running. I ran for over two hours, at least a half marathon, through the frenzied streets of Hong Kong with all of these people looking at me and mumbling under their breath in Cantonese about this crazy fool smashing his way through the markets like a madman.

Now I feel great.

I am going to start running home from work. In Vancouver, I would run on my lunch breaks. It was awesome. There were hills and parks and trails through trees I could race through, usually with Daisy, so it kept me trim and sharp. I'd go to the gym and do about 30 reps on the bench press and then hit the showers, it was a good mid-day break, and by the time I left Vancouver I could bench and fly press 315 lbs. On Wednesdays we'd do the Grouse Grind. And on Sundays we'd play floor hockey. Then there was training for the marathon. A fit team is a productive team. Here, I work too long to even hit the gym once a week, and I run maybe twice a week tops. I am going to change this up a bit, KC has mentioned that he wants to go to the gym on the dinner break, so maybe we can work something out.

Pick a brand, any brand

First brand that comes to mind.








This is my favourite question to ask people if they say they are not affected by advertising.




My other favourite is to ask them to name three chocolate bars.


Top of mind advertising, usually through a combination of frequency and talk power, keeps things tip of the tongue in terms of awareness, recognition and recall.

But when it comes to emotional connections with brands, we are talking about a different story.

People want to own their favourite brands, so there has to be a bit of them inside it, be in class, edge or in the case the spirit of atheleticism, postivitism and fair play,


Nike.

Some Great Ads by Design House

Going Global

We have been working with Publicis New York and Publicis London for a global TV project for a Swiss bank. I hope they take our idea. It could be great exposure. We might even be able to shoot in Spain.

I have been writing for print, TV and even writing storyboards for virals. It’s fun stuff. Long long hours though.

Copywriting Freelance English

Things are going well at work. I am working on some great accounts now, TV scripts as well. That's always fun. Long hours though, I figured out that I worked 85 hours last week. Today is Saturday so I am going to buy some clothes, eat, go for a run and see if I can put hold on this apartment for another month, because apparently next month is high season.

When Writing and Brand Values Align

I think it is important to land a copy job where can write about values that are very close to your heart.

Here I get to write about the virtues or perseverance, determination and hard work to overcome obstacles and achieve your goals. If I can say anything about myself, it’s that I am tenacious. I attribute this to the abundance of dental professionals in my life.

Publicis is founded on the concept of La Holistic Difference, basically that the sum is greater than its parts. I have been thinking about this concept a lot while I’ve been here, and it’s quite true. Think of what makes you like someone, or why you find something beautiful, you never know, you can’t pinpoint it, but the whole picture is appealing.

I also get to write about synchronicity, which goes back to my psychology days, but it is something that has never left me. I am a believer in power of luck, but I also believe that everything happens for a reason, there are no coincidences, the universe is helpful and that luck takes sides (usually in my favour).

The Longest Day of Work in My Life

I worked a 20 hour day today. I started at 8 am and it's 4:30 am now, and I just got in the door. I had one hour of sleep last night because I couldn't sleep and now I am exhausted. The pitch we have been working on is set to go tomorrow. So hopefully it pans out. I am tired. Since I've been working in Hong Kong I have been averaging 70 hours a week. 20 hours in a day is a record for me.


I thought this was a long day. Little did I know what Hong Kong had in store for this freelance copywriter in Hong Kong.

Macao

Cool beans. Tomorrow I get to go to Macao. I'm stoked, another country to see.

Hong Kong

Hong Kong is a great city. It's not very big, in fact, you can pretty much walk across it. But there are seven million people here stacked up in skyscrapers hundreds of feet high. There is bustling activity everywhere and there is more neon here in such a concentrated area than anything I have ever seen. I love it, I love the commotion of it, I love the energy.

Causeway Bay on a Saturday night is wild. There are millions of people out just wandering around at one in the morning. You can go into the Wellcome supermarket and it is packed. From what I gather, Hongkongers are night owls.

Want to know more about freelance copywriting in Hong Kong? - click here.

I spent most of Saturday talking with my girlfriend, esteemed 1/2 marathon dynamo Maria Hruschak, a fantastic up and comer in the sport. It was our two year anniversary, so Happy Anniversary, Happy Anniversary.

The Life of an English Freelance Copywriter

I have to say, being an advertising copywriter is one of the best jobs in the world. I love it. It doesn't get much better than when your work is your two favourite things: thinking and writing. It's a great job. Crazy mind-bending puzzles every day.

It's the kind of job millions of people would love to have, but what separates the wheat from the chaff is the hours. Crazy hours: 12, 14, 16 hour days. It is intense. It's okay for me, because writing is my life right now and I don't really know anyone or have anything better to do. But I can see a lot of people going, "Well, I would rather just work at a job I think is okay and then spend time with my friends and family."

People always ask me, 'Do you know anyone here?' and I say, 'no.' Then they ask why I came to Hong Kong and I tell them I don't know. I really don't, but I like it here, and I'm going to stay.

I see they are even making a reality show now about people trying to break into a job as an advertising copywriter, a la The Apprentice.

I'm still not there yet, though. But there is a big pitch coming up, we'll see what happens.

This better not be one of those shows where everyday folk take glee in watching other's fail to reach unattainable goals. That's the kind of crap that made me stop watching TV (that and bad ads).

To find out more about what a day in the life of a freelance copywriter is like, click here.

Expression

I met with Vicki at Expression the other day. Expression is a very interesting magazine, much like a cross between a Luerzer's Archive and an art book. She needs a copywriter, or will, down the road, so we discussed working something out on a freelance basis when the time comes, although right now I have been busy with Publicis. It was good to meet her. I am sure that all of my meetings with various creative directors and recruiters and editors around town will prove to be worthwhile eventually. My meeting with Vicki was the 25th since I left Canada 7 weeks ago.

English Writing and the Online Presence

Sometimes people ask me what the point of an online presence is.

Google is a lot like the Yellowpages, for most people they only reference it when they are in immediate need of a service. It is reactive advertising.

So if you offer a service that is not needed in a reactive way, it wouldn't make any sense to advertise there. For instance, if you were to go through the Yellowpages, the biggest ads are alwasy for places like storage lockers, plumbers, car rentals, moving companies and things that you don't think about until you need them.

English Freelance Copywriters with international experience are like that. A Creative Director will either call whomever is top of mind, whomever's card s/he has nearby, or the first name that comes up in Google if all else fails.

Calling an english copywriter is about the equivalent to a normal consumer ordering a pizza. You have a few numbers stuck to your fridge that you call, but if they're busy, you call the biggest ad in the phonebook.

That is what online advertising is.

People make 200 million searches a day.

Google is the go to source for looking up information online, for many, it's their home page.

Extension

Excellent! KC has extended my gig for another month. Publicis is an awesome place to work. I'm loving it. I am at step 8 already...things are going well.

Long Days

In Hong Kong they work 12,14, sometimes 16 hours days. It's dizzying. I'm not afraid of hard work though.

Tomorrow technically is my last day, but I am hoping they will extend.

We'll see.

Copywriting and Strategic Planning

I come from a mixed background of both Copywriting and Strategic Planning. It has proved to come in very useful at Publicis. It's been long hours, that's for sure, but at least they are night owls like myself! I love the challenge of highly conceptual and creative work.

Freelance English Writer in Hong Kong - A Marketing Plan

I've written my personal marketing plan. It took me four hours.

My positioning is around my small-town ethics: transparency, reliability and integrity.

My competitive strength is my digital savvy and online presence.

Just search for an english writer in Hong Kong. You can't miss me.

Status Report #2

I managed to get my rent down a bit and I paid half today, the rest I'll pay in a few weeks.

I have work at Publicis lined up for a week.

I am 14 chapters into my book.

"The United States was a country built on credit, son."
-Bud, to Otto in Repo Man

Publicis

KC just called and he wants me to come in and work for a week. Aha! It's a start.




The best way to read this sprawling story is to scroll to the very bottom of this page and read your way up. It has everything from how I got my first break in Hong Kong, up what happened afterward.

Freelance English Copywriter - I own these words

In unexpected good luck, I see that out of 200,000 possible worldwide links on Google for Freelance English Copywriter that I am at #1.

Wondering why a freelance copywriter would need to promote himself online?

I contacted all of the CDs in Hong Kong that I have met in my month here and pointed them towards the post below. I hope it didn't freak them out! Either way, still no dice. I met with Darias at Star TV yesterday, and that went okay, I also met David Chow at 360. He is a fellow Canadian, so that might be an in. He wasn't all that impressed with my book, but he seemed to like me and my hustle (how could you not!)

Today I am meeting with KC at Publicis and the Oriented group. I am also going to start looking for bar jobs.


At this point, I switched gears to start my first novel. Click this English copywriter link to see why.

20 Meetings

It's been a lot of hustle trying to find a job in Asia.

Here are all of the people I've met with so far (going backwards this time)

1. Chris Kyme - 8 partnership Hong Kong
2. Ivy Lam - Links Hong Kong
3. Bernadette Johnstone - BlaneyMundy Hong Kong
4. Victor Manggunio - BBDO Hong Kong
5. Tony Peck - OgilvyOne Hong Kong
6. Simon Handford - Ogilvy and Mather Hong Kong
7. Colin Ruffell - Doremus Hong Kong
8. Tan Shen Wong - Y&R Hong Kong
9. Malcolm Costain - TBWA Hong Kong
10. Paul Chan - Grey Hong Kong
11. Dave Barlow - MRM Hong Kong
12. Wayne Knowles - DDB Hong Kong
13. Michaela Pejsar - Hudson Hong Kong
14. Hui Louie - Bates Hong Kong
15. William Tsang - BBDO Hong Kong
16. Frank Hahn - Wieden and Kennedy Shanghai
17. Paul Stanley - DDB Shanghai
18. Ella Zeng - Hudson Shanghai
19. Liza Law - JWT Shanghai
20. Stephen Kong - Leo Burnett Shanghai

What an ordeal. But nothing worth having ever comes easy.

It took me 35 meetings in Vancouver, so I figure I'm 2/3 of the way there.


So I have a whole lotta names and a whole lotta SEO going on. What does one do from here? Click this English copywriter link to find out.

Back to the Drawing Board

Met with Chris Kyme today. He had a few leads for me but still no dice.

I'm meeting with Star TV tomorrow.

Tomorrow I am also going to contact all of the Hong Kong CDs again with this link.

I've Decided To Take My Work Back Underground

I have a pretty wild story to tell.

I've been travelling for the last seven years and I have been all over the world, working at all kinds of jobs and having all these mad adventures.

I always figured I would write a book about it when I finished my way around the world by land. Basically, all I have left to do is a quick trip on the Trans-Siberian from Beijing to Moscow and I've been around the Earth.

I'll do that one day.

The point is, I always figured I would finish that trip and then write a story about my travels. But now, I don't have a job, or much to do, so I figured I would start it now. I wrote until 5 am last night, probably at least 15 pages. I was on a roll. It may not be the most interesting story in the world for some, but it needs to be written just for my own sake, and then I can go on to writing other stuff.

Needless to say, the job hunt has been a bit slow today. It's 4:30 and I just got back from lunch and I'm only now wiping the sleep out of my eyes. I'm off to see Chris at 6:00, other than that...it's just a waiting game. Haven't heard back from the freelancers or anyone for that matter. So I'll just keep writing.


When suddenly, just like that...a breakthrough. Click this English copywriter link to see my good news.

As The Phone Rings

And another! StarTV wants me to go in for an interview on Wednesday.

A Writer's Monday in Hong Kong

I met with two headhunters today. They had work, but the jobs were not in advertising, more editing etc. I am too honest. I basically told them that even if I took one of these positions as a survival job, I would drop it the second I was offered work in an agency.

I think that pretty much killed my chances.

What I need to do now is get myself registered as a company here in Hong Kong. That way I can get my working visa sorted out and use companies like this as freelance opportunities. One recruiter put me in touch with a girl I am to meet at a wine and cheese type party who has done the whole process from scratch. So I'm off to that on Thursday (looking for work gets you into the strangest places, it is always an adventure if you have the right attitude.)

I love when my phone rings. It only rings about two or three times a week, but it's always good news. I'm meeting with Chris Kyme tomorrow at 6.

Status Report

This job hunt has been nuts. But I think tomorrow will be a big day.

Where things are at:

I have met with 18 creative directors since I left Canada seven weeks ago.
I have spent almost all of my money, save about $7000 HK. ($1000 CAD)
Rent is coming up in a week. Rent is $6200 HK.
Meat and rice and some strange leafy vegetable costs $15 HK.
I need to eat twice a day.
And I need Ghost Squad and the odd beer to keep from going insane. (Ghost Squad is $3 a shot and beer is about $7)
Tomorrow I have 2 meetings and 3 freelance leads to follow up on.


A guy from Japan sent me an email saying he did the same thing six years ago. So it's good to know this is possible.

What happened next? Click this English copywriter link to find out.

Hong Kong Sunday

It's Sunday today. My plans are to go for a run, eat some rice and chicken and sleep.
Yesterday I went with Dave to take pictures of the markets that are going to be torn out to make way for skyscrapers. Hong Kong is an interesting city, it is built right into the side of a mountain coming out of the sea, so most of the city is on reclaimed land. They are building out into the sea more and more, and it is only a matter of time before Kowloon and Hong Kong join.














Things are slowly starting to fall into place...

I received a message from a woman named Queenie who has a back-translation freelance assignment for me. Just in time too. Dave referred me to her. I am also speaking with two recruiters tomorrow. Ivy at Links and Bernadette at Blaney Mundy. These were leads from Andrew Goldstein, whom I went to school with, he called me up from Dubai to try to help me out. He's a good guy.

Marc Stoiber gave me some names the other day as well. He worked in Hong Kong a few years ago. I'm hoping to meet with Chris Kyme sometime this week. If you are reading this, thanks Marc!

My View

I really like my view. I have seven panel windows full of sunlight that overlook the harbour. On a clear day, like this morning, I can see Kowloon and the boats sailing around in the strait. On a smog day, you can't see more than a couple hundred metres, it's a bit spooky.

This is part of the reason behind the Lights Out Hong Kong campaign.

I'm off to have lunch with David. He has another freelance lead for me.

As much as I love this view, and having my own space, the rent is a lot. I've devised a plan where I will ask the landlord about paying in installments, that way I might be able to stretch what I have out another couple of weeks or so.

Everything Creative Is Worthwhile

There is nothing like being in an industry where you are constantly producing creative work. Everything creative is worthwhile. It is a fixture. Four years ago I wrote an Inflight article about the West Coast Trail (I haven't figured out how to post pdfs yet).

But now, it is helping me find work in Hong Kong. Whatever you write doesn't disappear.

It is taking you to the next level, it is always beneficial.

My latest column has been published online. It is very apt if I do say so myself.

Young Jobseekers Use Digital Media Savvy to Crack Tough Job Market.

I know they were reluctant to publish this one, it took me a couple of re-writes to get it up to snuff. There is some blatant self-promotion in there, but at least it's topical!

In other news, David Barlow has some great leads for me regarding freelance work. Hopefully it works out.

In other, other, news - you may have noticed that I changed the name of the blog to Freelance English Copywriter. I figure 'english' is the key word here, although this may shoot me in the foot ten years from now. We'll see.

I am off to find some live music. Being cooped up in this room has started to drive me mad. It's 12:30 on a Friday. We'll see what kind of city this is.

Referrals

The world runs on familiarity. When I meet one creative director they give me the names and direct lines of two others, and so it builds. It was in this way that I was able to meet just about every CD in town. Referrals. If you are recommended by someone, you are more likely to secure another meeting. It is the closest thing to nepotism.

I did my calls and secured two meetings on Monday with two other recruiters, again, through referrals. They said there may be work...so let's hope.


So, you've contacted everyone you know and you've exhausted every connection that you have. Where do you go from here? It may seem hopeless at this point and you may feel lost, but you have to keep grinding. This is how I felt at this point freelance copywriter link.

My Day Job

I don't have a day job.

This is my vacation. Or, well, it started out that way. As it is I am still at $7450 HK. Rent is coming up soon, though, and that'll kill me if I don't figure out how to make some money fast.

So I am going to start writing travel articles for Inflight Magazines.

Dave Barlow of McCann put me in touch with some editors. I need to write up about 5 pitch ideas for stories and send them off along with an artilce I wrote for Pacific Coastal Inflight about 4 years ago.

Getting this story was a bit of a miracle. Pacific Coastal is long since defunct, but when I googled the edition one other author came up who had also published. I contacted her, and sure enough, she had a copy. She scanned it for me and emailed it over. What a sweetheart!

I might have to start looking for bar work soon.

Okay, it's 2:30, time to go through the list again and call everyone.

The Best Way to Get A Job

I have just posted an article about using digital media savvy to find work.

However, this is the best way to get a job.

Maybe not the best, but certainly the easiest.

My, a little bitter, are we? Here's where I was at in the hunt so far: English copywriter link

The Wait

I have two hours to kill until 2 pm. It is impossible to reach a creative director on the phone during lunch, so I'll wait. In the meantime, I've done a little searching online.

My latest article, Sustainability advertising in Hong Kong is out, but strangely enough it doesn't get picked up by the Google News in Hong Kong, only in Canada. I should probably get a better picture, the pixelation makes my skin look like Bryan Adams'.

They didn't run the intensely shameless one about my job search, not really news I guess.

I see I have competition. SL (initials) has let his website go, so he's no threat however. PR as well. Hmm. He has freelance english copywriter in Hong Kong squared off quite well. I'll put more emphasis on the english copywriter.

The online stuff is a bit of a project. With the latest article out I should see more traffic soon.

You may notice while reading Freelance Copywriter the tendency to shape sentences around the words as positive and professional and inviting

Admittedly, this can get in the way of the flow sometimes. I'll try to figure out a way around this. But for now, search engine optimization is king, readership, secondary. After all, I only have 2 hits so far!

ihaveanidea.org

ihaveanidea.org is a great resource for people looking for jobs in advertising. It used to be predominantly Canadian focussed, but I notice now it is attracting a global membership.

Ignacio suggested that I put this blog into the forum there. It might be something a lot of you can relate to.

Let me know what you think

A Great Ad

Smirnoff Tea Partay

3 am on a Thursday night

Okay, I'm exhausted. I have been writing all night. I have done everything I can to secure an internet presence I think. I have met the creative directors. I have written articles. Now, it may just be time to sit and wait. I am tired. It has been a long day getting all of this coordinated. I hope it works. It will be interesting to see what happens on google in the next few weeks with this blog. Sometimes it takes a while to get picked up. My aim is for all roads to point back here. I want to make it almost impossible to search for a freelance english copywriter in Hong Kong without coming across my name.

It has been raining all day. I left my apartment once, to eat down at my Fish Noodle House next door where you can get a bowl of rice and some meat for $15 (about $2.25 Canadian). I live on that stuff. I eat it twice a day. I also have tons of fruit I munch on constantly.

The only other thing I do is go to the arcade to play Ghost Squad or House of the Dead. I don't know anyone, and I can't speak to anyone, but sometimes guys jump in and help me shoot zombies and terrorists.

That is about the extent of my human contact. It is quite lonely being in a little room on your own all day, even if the view is spectacular (I have a view of the marina and Kowloon).

I would go running, but it's pouring, and it's 3 am. They have a great track here that winds through Victoria Park. It is rubberized so it's good for the knees. The omnipresent Chinese security make sure you always run it clockwise as well - it's rather strange and militant.

Three weeks I've been here. All I have to show for my hunt so far is presnce in the mindspace of every CD in town and on all online avenues to finding freelancers. It's a start. But only a start. Wish me luck. Tomorrow I will make more calls.

Hustle. Hustle. Hustle. Wait, there is a better way to get a job in advertising: English copywriter link

The Ups and Downs

I realize how sad and hopeless this must seem to some of you.

Here is this guy trying to get a job in a big agency in Hong Kong. He's put in all this work, but it's not going to happen.

He isn't good enough. What is he thinking?

It's one of those things. If you make it, its a triumph, if you don't you were a fool for even trying.

The only thing keeping me going is knowing that I got into the industry in the first place. It took me 35 meetings. I met everyone. I was tenacious. I never gave up.

Diane took me on. She believed in me, even though my book a the time was a bunch of pencil drawings. I was so happy to have a job. I built a better book (this time with stock photos!) and now I am ready to jump into a pretty big pond. I would be worried that I have bitten off more than I can chew, but there has been glimmers of encouragement. I'll keep pushing on. I'll tough it out again. Because if I can make it here, I can make it anywhere.

Sink or swim? Click this English copywriter link to find out.

How To Get A Job In Advertising - Step One

Okay, the first step is actually to get a book together, get an art director, get a cell phone, a fixed address etc. etc. But we'll skip all that for now and jump ahead to my first day of looking in Hong Kong.

Step One - The Cold Calls

This part is pure grunt work. You go online, you look up all the places you want to work, you get the phone numbers and you start calling. It's simple, really, but the hardest part. You need to ask the receptionist for the creative director, and if you are lucky you will get a name. The trick is, if you get a name, to keep pushing, get an email while you are there, then a direct line if you can. If you've ever worked in telemarketing, this is the one time in life where you will look back on your job fondly for teaching you valuable life lessons: perseverance and thick skin.

Cold calling sucks, but if you are like me, and you don't know anyone or have any leads at all, it's where you start.

Don't give up.

I went through the list and called the top 17. Then I called again, and I kept calling until I got what I needed. Don't expect anyone to return your calls. It won't happen. Leave messages though, it will generate some awareness about your name when you call back later. The more times they hear your name the better. On the 8th time, they'll remember it.

Oh yeah, and in Hong Kong lunch is from 12-2. The best time to call is 5:45 pm.

Eventually you will get a creative director on the line and if you ask them if they want to see your portfolio, they will almost always say yes. That's the good thing, no selling is required. It's just getting through.

I don't like sending my work over email, but it's a good way to get their name, as it is usually a part of their email address.

Are you ready for the next step on how to break in as a freelance copywriter?

Or would you like to see what happened next? - Just read on

(Did anyone else watch Dragon's Lair when they were a kid??)


What happened next

At the end of the day I had three meetings set up for the next day. William Tsang, ECD of BBDO, Michaela Pjesar at Hudson (a headhunting agency) and Louie Hui at Bates. Not bad for a day's work. I also had a list of 6 CDs names and emails that I was to send my portfolio to online.



Okay, I'll get you up to speed as quickly as possible so the real blogging can begin.

Where I am at:

I've met with the following creative directors in the last 3 weeks. I've put my stuff up online and I've send out hundreds of emails.

William Tsang - BBDO
Hui Louie - Bates
Michaela Pejsar - Hudson Recruiters
Wayne Knowles - DDB
Dave Barlow - McCann
Paul Chan - Grey
Malcolm Costain - TBWA
Tan Shen Wong - Y&R
Colin Ruffell - Doremus
Victor Manggunio - BBDO
Simon Handford - Ogilvy and Mather
Tony Peck - OgilvyOne

and Chris Kyme from 8 Partnership is in the works.

It's been intense, lots of meetings, lunches, I sang with Wayne's speed metal band, saw one of their shows, went for steaks. And everyone has given me leads to other people to call - and I've called them all. I've been busy.

The most important thing is that they have met me, now they can put a face to a name, now it is just a matter of keeping top of mind.

My book is a junior book, there is no doubt about that. Some of them have liked it, others I think thought it sucked. But it proves I have experience. The problem is, in Hong Kong there is no work. Everyone is suggesting I go somewhere easier, like Singapore, and make scam ads. I don't want to do that. I want to build a book here. I like the challenge.

And it's a hell of a challenge really.

I started this blog today. At this point I am still holding on for freelance work. They have all told me it's not going to be easy, but I'm going to give it a go. I want it to work. To make it work, I need to work hard, stay top of mind, keep pushing, and eventually, I'll get there.

I have $7500 HK at this point. I started my trip with a fair chunk of change thanks to my vacation pay. This is what I have left. I figure I have two weeks to make it work, but I will do it, even if I have to bartend or sell travel articles or read tarot cards in the park, I will find a way. It's a good challenge.

The next step is online dominance. With this blog and the column I plan to take over the freelance copywriting words necessary to keep me at the top of the google searches. I will also use Craigslist, Ihaveanidea, Myspace and any other site I can find to get my name out there.

The ads we made with Pleasure Den Productions are finally online at YouTube. I need to find a way to get the Simmons radio on as well.

My next step is to contact the cds and let them know I have put their name to the top of Google. It is a practical way of showing my digital copywriting capabilities. I just hope it doesn't freak them out.

I had a card made up. Granted, the art direction is atrocious, but it sums up Canadian copywriter in Hong Kong pretty quickly don't you think?

Freelance Copywriting in Hong Kong - Week Three

Okay, I'll get you up to speed.

I have been here for exactly three weeks.

Since I have been here I have contacted every creative director in the city and met with most of them (I'll give you the list next post). So far so good. I have opened a YouTube account so people with Macs can actually see the ads that Kristian and I made in Australia. I have taken out a series of ads on Hong Kong, China Copywriters Directory and I have started this blog.

The original purpose of this blog was to build awareness of the Mike Catherall brand in the online media.

What I am going for is #1 in Google for certain search terms: freelance writer (obviously), Canadian copywriter Canadian writer, advertising copywriter and writer in Hong Kong.

I had similar success with the Creative Wonders blog Sustainability Advertising. It was blogging for CW that I learned some tricks of the trade about how to get certain search words up there. It is all self-taught and a bit clunky at this point, so bear with me.

Also, I have my online column at American Chronicle where I write about the intersections between sustainability and advertising that keeps my name out there.

To see my next step, click on this freelance copywriter link

Freelance Canadian English Native Copywriter in Hong Kong

Hello, and welcome to my blog Freelance Copywriter.

This blog is going to get me a permanent job as a copywriter for a 4As agency in Hong Kong come hell or high water

And I have decided to document my progress.

I like to make simple goals and achieve them. It is the kind of person I am. I know to get to the point where I am actually offered a job at a 4As agency, I will need to jump through several hoops (and have a bit of luck along the way).

I will do this systematically.

Does this seem like a plodding, troll-like way to break into an industy? Well it is! But it's worked before, and it keeps me occupied.

Anyway, here are the steps:

1. Get into the doors of every 4As agency in town
2. Meet every creative director at these agencies
3. Create a blog, youtube and myspace account to post up TV ads, radio, etc.
4. Gain control of google search words
5. Make contact again with every creative director
6. Put an ad in marketing magazine
7. Pick up some freelance work
8. Gain a short-term contract
9. Get offered a permanent job
10. Take it!

To see my next step click on this freelance copywriter link