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Creating Short-form Copywriting for Impact
Will Awdry has a geography degree and over three decades of stupidly lucky time spent in ad agencies behind him. Most of that has been spent as a copywriter or creative director. Or at least, he made it look as though that’s what he was doing. He’s coached D&AD’s Writing For Advertising course since 2001, won lots of awards and plundered hundreds of dictionaries. You’ll have a good time.
So much pressure. So much to compress. You landed the job way back. You’ve been at it for a year or ten. There’s been the refresher course, the sped-read text-book, a guru lecture or two and the opinions of ‘co-workers’, welcome or not. You’ve suffered the slings, arrows and whimsy of passing creative directors. Above all, you’ve put the in hours, the client time, the short form, the shorter form, the headline options and, well…is that it?
You want to write short and you fancy some objective, improving help. Welcome to a day that’s all about (on the writing front), the less said, the better.
Date: Tuesday 20 November 2018
64 Cheshire Street, London, E2 6EH