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The Idea Writers guides both new and experienced copywriters through the process of creating compelling messages that sell. It shows readers what it´s like to work in the fast-paced world of an agency while providing practical adviceplusdetails oncreatingaward-winning multimedia ad campaigns.

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The Creativity Age Bernbach to the Future The Storytellers Digital is Not a Channel How to Not Write Advertising Life in Adland Bringing Ideas to Life It´s Just Getting Good Appendix And Now a Few Words From Lee Clow

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"The Idea Writers offers an in-depth look at the state of copywriting and brand creativity in today´s marketplace. With insight on creative process and campaign development from the industry´s leading creative´s, the book provides solid advice for copywriters at all levels. It also provides a detailed examination of the changes that have completely remade the advertising industry, and is a useful guide for anyone looking to understand brand creativity today." - Advertising Age "Teresa Iezzi aims to appeal to professional ad writers and those aspiring to their ranks. Both groups might profit from a look at The Idea Writers. Behind the cheeky tone and insider references is a useful guide to navigating in the digital wilds of online marketing and promotion." - The Wall Street Journal"Recommended" - Choice The experts on copywriting: "There is no point making advertising that is better than other advertising; that is not your competitor for people´s time. You are up against all of the things they want to watch and read, the content they are seeking out." - Dave Bedwood, creative director and co-founder of U.K. digital agency Lean Mean Fighting Machine. "It´s one of the things that hasn´t changed - finding that magic moment when you´ve come up with the insight that will make people think, I´ve thought of that a hundred times but I never thought of saying it like that. It´s that moment of connection where people think there´s a kindred spirit out there." - Bill Wright, ECD, Crispin Porter + Bogusky "Unlike traditional storytelling where you complete the thing and you put it out there, it´s a living thing that requires ongoing curation and involvement, on the part of storytellers and participants." - Ty Montague, former chief creative officer, JWT, founder of Co"I highly recommend it. It´s the first book I´ve seen that thinks through what passes for ´rules´ in the new digital world." - Luke Sullivan, author of Hey Whipple, Squeeze This: A Guide to Creating Great Advertising

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