THE BEAUTIFUL MEME - LECTURE // SEMINAR

Creative Agency

-       Design

-       Advertising

Designers & Copywriters

Started from nothing – Successful 10 person agency

·      Starting a fashion label

·      Work with the Design Museum

·      Reinventing the novel – Multiverse

·      Hotel branding

·      Shard advertising campaign

Only possible through the collaboration between designers and copywriters.

Pitch logo design with accompanying advertising campaign.

Selling idea//dream

-       Personality

-       Play with syntax to emulate bad translation

English National Ballet

-       Rebrand

-       Manifesto

-       Logo – speech//shoes

WHY YOU SHOULD LOVE COPYWRITERS

1.    Brands & ideas – Ideas need words.

2.    You need words to sell stuff.

3.    Copy and design challenge each other.

4.    People like well written copy.

5.    Words make your brand human.

Should work side by side with designers.

Deepen the brand you’re creating.

WHY TO GET COPYWRITERS TO LOVE YOU

1.    Hierarchy is everything

2.    (Your job is to) challenge everything

3.    Discuss & articulate everything before you do anything

4.    Good designers can spell, great designers can write – put own copy into design

5.    Be generous – this should be a partnership

To start the agency he just told loads of people what he was going top do – received backing.

Started out working part time and producing a creative magazine.

Driven by burning desire to achieve.

Inspired by technology//happenings//thinkers.

Anyone who is any good at anything has done 10 000 hours of it.

Push – drive – as far as possible.

Structure is crucial. .