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Happy New Year!

It’s 2022! Are you as excited as we are? Our new year is already happily off and running with new business, new ideas and new perspectives. We hope yours is off to a happy start, too. See what resolutions we’re making (and keeping!) this year in the last story.

Now airing

As part of our long-time client John R. Wood Properties’ latest brand evolution in 2021, we created a multimedia campaign including a series of compelling 15- and 30-second TV spots. They first hit screens as season began last fall.

See the Campaign

In this new feature, our creative director will reveal the inside skinny and our perspective on the elements of branding. First up—WORDS! Engaging copy is absolutely essential in a successful brand experience. It needs to grab attention right away. And it has to communicate quickly. Because we as a species no longer read. We skim and scan.

Why? The biggest reasons are technology and the platforms it’s generated. Our attention spans are shorter. And with so much information coming at us, we are extremely selective on what we read. Consider social media posts and how we scroll. Not only does copy have to be clear and compelling, it’s gotta be concise. Without compromising the brand voice. Challenging—but not impossible.

Click through to our portfolio for examples.

Learn More

And now, get to know the pro behind it all, in brief:

He writes words and rights wrongs.

We call on our copy director’s creative brainpower daily to generate concepts and articulate brand messages masterfully. It takes a unique individual to be clever AND convincing (oh, and concise). He also proofs (and fixes, as needed) everything created.

Q: What convinced you to pursue a career in writing?

Even as a kid, I loved writing and telling stories. Funny ones mainly. My big brother and I shared a bedroom. Telling a story and making him laugh validated my ambition and talent early on I believe. I knew I was good at writing, but didn’t have the guts for standup comedy.

Q: Do you have a role model or icon?

F. Scott Fitzgerald. He’s in the pantheon of great American writers. Lived a fascinating life. And began his writing career as a copywriter on Madison Avenue. Actually, I’m physically more like Ernest Hemingway (gray and chunky) and share some of his… vices. ’Nuff said.

Q: Did you study advertising or creative writing in college?

No. I double-majored in Political Science and Spanish at Stanford. So I was either destined for law school (my mom’s idea, not mine) or becoming the beloved dictator of a small Latin American country. Would’ve been very cool. Like “Moon Over Parador” but funnier.

Q: Where was your first copywriting job?

At a small Philadelphia ad agency. Since it was before I had any industry experience, I made a portfolio of ads for products I knew. Sketched TV storyboards. Clipped photos from magazines. Typed the copy—yes typed! Then glued it all on poster board. I got the job!

Q: Do you have a happy place?

Literally? Acting on stage. In elementary school, I was cast in a play and labelled a “ham” by my teachers. Locally I’ve been in a ton of plays with The Naples Players, Marco Players, Lab Theater of Florida and The Studio Players. A happy place mentally? I need one.

Q: What’s the most rewarding part of your job?

I love winning awards. Told you I was a ham! But seriously, folks, I’d say it’s seeing ideas or just the kernel of an idea turn into a full-fledged creative entity which makes our clients’ phones ring and e-mail inboxes fill up. And if it also wins awards, I’m literally rewarded.

Gettin’ crafty

If you’ve got a hankerin’ for delicious food, live music and yes, craft beer, then you’ve got to experience the Naples Craft Beer Fest. It’s only a couple of months away. Take a peek at what we’re working on for the big event!