By Jennifer Cohen

Who said this? A) John Nosta – Ferguson Creative Director B) David Ogilvy – Father of Advertising C) Matt Giegerich– CEO of Ogilvy CommonHealth Worldwide

 June 23, 1911–July 21, 1999  The Theory and Practice of Selling the AGA cooker  “finest sales instruction manual ever written”  Springboard to his advertising career: Mather & Crowther in London  The birth of direct advertising  Started his own agency called Ogilvy, Benson, and Mather with $6,000

Research Professional discipline Creative brilliance Results for clients

 Creates language to enhance the image of a product or instill a desired mood  Goal=promote product sales and product awareness  Collaborates with other team members  Researches the product and discovers even the smallest nuances and advantages  Writes headlines, eyebrows, body copy, etc.  Diligently checks for mistakes in copy  Adds annotations and completes referencing  Sells ideas to clients

 Creativity  The ability to think under pressure  Works well with others  Relatable to the audience  Curious, observant, and thorough  Writes unique copy or strategy  Good public speaker and listener  Able to paraphrase, re-word, and rewrite  Not afraid of research  Sees the bigger picture of the brand, not just the one advertisement

1. Creative Brief (CB) 2. Work Order  Copywriter meets with teams at an input meeting 3. Estimate 4. Manuscript  Generates copy based on the CB. Must also reference and annotate the manuscript 5. Layout  Collaborates with art team and offers suggestions on visuals, design, copy placement, charts, etc.  Signs off on this and makes necessary changes 6. Med Legal Review  Incorporates LMR for art team 7. Mechanical  Piece routes through whole team as changes are made 8. Disk Release  Piece routes through whole team 9. Matchprint  Piece routes through whole team 10. Final piece

 DO:  Think in pictures  Push the envelope creatively  Re-word and re-think until it sounds perfect  Edit and edit again  Reference EVERYTHING and keep it up-to-date  DO NOT:  Use cliches, which include: Bridges, lock & key, puzzle piece, bird cage, rainbow, swiss army knife, etc. (if you must, make it your own)  Hold back!

MARKET RESEARCH

 Market research is a technique to find out how doctors view certain products, diseases, the competition, etc.  It occurs in big cities/states such as Chicago, NYC, Texas, Los Angeles, etc.  Goal: to see geographical differences in opinion so that the results are representational of the whole U.S., despite the small sample  Copywriters travel to listen and gain insight from the interviews  Transcriptions  Watching and listening

POV

Thank you for a great summer and this wonderful opportunity!