The Creative Copywriter's Companion: One of America's most award-winning copywriters explains how to write great creative copy. Covers all traditional

In this landmark book, one of America's most award-winning copywriters and creative directors, who conducted the copywriting training program at Young & Rubicam for five years, shares the most complete, and often refreshingly original, strategic and creative guidelines ever described for creative copywriting. If you're looking for a book that explains how you can become a great creative copywriter, who knows how to use the resources of language to magnify the selling proposition, instead of subordinate or otherwise distract from it, you just found it.

You'll discover how to optimize your copywriting for every touchpoint in the customer journey -- from a member of the target audience to a prospect, purchaser, brand loyalist and advocate. The tactics are explained so you can implement them yourself and start to achieve remarkably consistent success for your clients and in your career. You'll also be able to use the book as a helpful companion to refer to over the years.

Author: Tom Attea
Publisher: Really Helpful Books
Published: 10/01/2018
Pages: 312
Binding Type: Hardcover
Weight: 1.26lbs
Size: 9.02h x 5.98w x 0.75d
ISBN: 9780982121832

Review Citation(s):
Kirkus Reviews 06/01/2019

About the Author
Attea, Tom: - Tom Attea has held executive creative positions in some of New York's finest advertising agencies, including Young & Rubicam and multiple agencies of the Interpublic Group. He was the executive creative director of a leading digital agency in Soho, where he won the Gold Mobius for writing what was voted "Best B2B Internet Services Advertisement." During his career in traditional media, he has created extraordinarily successful advertising for such products as Dr Pepper, Sprite, Jell-O, Citibank, Lifetime television, and many other leading brands. Four of the commercials he created for Dr Pepper are in the permanent collection of the Paley Museum of Media in New York. Tom has been retained by leading Madison Avenue advertising agencies to do creative problem-solving. He began to do digital copywriting when the internet began and has been chosen by a number of digital agencies to write their websites. Tom has also been retained by major consumer product companies to do creative problemsolving in television commercials and new-product development. The companies include Kraft, Unilever, Johnson & Johnson, Bristol-Myers Squibb, American Express, and Citibank. Today, he is the president and creative director of his own agency, Heavy Creative, Inc., which specializes in world-class copywriting, design, and branding in digital media and traditional media. While at Young & Rubicam, he also served as the creative director of Concepts, the agency's new-product unit, and he includes an innovative chapter on new-product concept development, naming techniques, and new-product ideation.

This title is not returnable