Negative. Such a dirty word for all of us in advertising. How often have we heard “The client will never buy it, it’s too negative” from...

I was asked a question the other day that has been asked several hundred times before to several other people before me: Why aren’t there...

(My Campaign India blog for February) I’ve always thought of advertising as a big waiting room of sorts. All kinds of people spend a few...

Ok, hypothesis time. Say you’re dating someone. Your partner is very important to you and you really want to make it work. So you...

By a show of hands, fellow copywriters, tell me, how many times has it happened to you? You write a headline, a few lines of copy or a...