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In the creative process, copywriting shouldn’t be DIY

November 28, 2016 by Klaus Uhlig

A creative director does much more than interpret the concepts and think through the early phases of a project to develop a vision – the creative director sees the forest and the tress and makes sure everyone around him or her does as well.

A creative director acts as the leader by pulling together the necessary resources and skill sets to turn a thought through vision into reality. Early on in the play, one such skill set that is often needed to bring a project to fruition is copywriting.

A professional copywriter takes the concepts developed by the creative director and turns these ideas, analysis, research and notes into concrete copy that the intended audience can connect with.

A good copywriter will take complex ideas or long-winded explanations and transform them into a language that is easily understood. A good copywriter will work in conjunction with the creative director to further develop the ideas kicking around that just won’t seem to turn into complete sentences.

A well-designed website, brochure or direct mail campaign, for example, captures the interest of the intended audience; well-written copy is what holds that audience’s attention. The copy is succinct, focused and crisp; it has a point, and it gets to it quickly. And for the audience, there’s an aha moment where everything clicks and they get it.

As a creative director, I’m occasionally met with resistance over hiring a copywriter because the general feeling from some people is that they can write the necessary content “just fine.” But think of it this way – few people would consider performing their own root canal so why turn the copy writing into a DIY project? A writer writes. Period.

Developing copy for a breadth of media from print to digital that not just meets the bar set by the creative director but pushes higher goes beyond simply using proper grammar and spelling; it’s about understanding how to position a brand, product or service so that it stands out and motivates the target audience to take action. 


Manage yourself

November 22, 2016 by Klaus Uhlig

Be light on your feet – Adapt.

Watch this 60-second clip

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Freedom Tunnel installation

November 15, 2016 by Klaus Uhlig
Budapest Park, Toronto—Comprised of 37,565 pieces; each one representing a Hungarian refugee that was accepted into Canada following the Hungarian Revolution. Hum, nearly 38,000 refugees from Hungary and we’re accepting only 25,000 refugees from Syria in 2016. What’s happen to the gracious Canada they where welcomed into those 60 years ago?