http://www.r2copy.com/blog Creative Director & Copywriter Mon, 07 Jun 2010 01:59:48 +0000 http://backend.userland.com/rss092 en The following blog was originally written for Primal Creative, a boutique started by me and an amazing designer named Chris Jones. Follow primal at primalcreative.com/thoughts I had the opportunity to chat recently with Ron Fisher, former Creative Director at BBDO in Atlanta and one of the principals at Hutcheson Schutze, a ... http://www.r2copy.com/blog/2010/06/the-best-advertising-in-the-world/ I recently had the pleasure of working on a series of videos for the Greenville, S.C. AAF promoting the upcoming Addy Awards. A friend of mine told me the video was genius. Well, let’s give 99% of the creative credit to the folks at Apple. The truth is a deadline ... http://www.r2copy.com/blog/2010/01/social-media-vs-print-strikes-a-nerve/ Recently, I had the opportunity to write an annual report and a series of posters for the Wounded Warrior Project, an organization whose purpose is simply to honor and empower severely wounded warriors who served in Afghanistan and Iraq. The impetus of the organization is the inarguable virtue of its cause. ... http://www.r2copy.com/blog/2009/10/stories-from-wounded-warriors/ Okay, by now you’ve read countless opinions and infinite blogs as to why marketers should continue to spend in a downturn. Historically, brands that spend in a downturn capture marketshare. Yada yada yada. Blah blah blah. So here we are, closer to the end of this mess than the beginning. ... http://www.r2copy.com/blog/2009/06/the-downturns-not-so-obvious-upside/ For years, my approach to writing for the Web was a lot like other writers who grew up in print advertising. Mostly, it consisted of placing brochure ware on a site. I was happy. Clients were happy. And life went on. But while I wasn’t looking, the Web changed the ... http://www.r2copy.com/blog/2009/04/how-different-is-writing-for-the-web/ Hi and thanks for dropping by my new Web site. I've stripped away the pretense, the philosophy and much to my indignation, the flash animation. I'm told the search engines will like me better now. I guess we'll see. What's left are unadorned samples of my work as a copywriter ... http://www.r2copy.com/blog/2009/03/me-20/ Looks like people don't like being "sold to" with boastful advertising. I know because the content writers, bloggers and self-proclaimed social media gurus have told me this over and over. And over again. Really? Thanks for clearing that up. But I'm not about to give credit for that observation to digerati who develop ... http://www.r2copy.com/blog/2009/03/i-dont-like-being-sold-to-either-einstein/ At my firm we're pretty transparent about finding the right solutions for clients, even when it's not in our best financial interest to recommend, say, social marketing over a print ad campaign. I can't tell you how many times I've bristled in meetings when the president of our company says, ... http://www.r2copy.com/blog/2009/02/whens-the-last-time-an-ad-sold-you-something/ I have written dozens of ad campaigns for resort real estate clients. I've been proud of all of them for the most part. But even when the campaigns prove extremely successful for my clients, I often experience an incomplete feeling. You see, when we write ad campaigns, we advertising folk ... http://www.r2copy.com/blog/2009/01/there-is-no-truth-in-real-estate-advertising/ [caption id="attachment_29" align="alignleft" width="240" caption="Shooting video for Safe Harbor"][/caption] When we creatives talk about our work, we tend to throw the word "passion" about freely. This past week, I got a lesson in what passion truly means. My firm had the opportunity to create a fund-raising campaign for Safe Harbor, a safe ... http://www.r2copy.com/blog/2008/12/a-cause-worthy-of-passionate-work/