USA
-
The US Presidential election viewed as marketing
So following my look at the marketing slogans used in Brexit back in June, it came as little surprise that the Make America Great Again, message trumped the Stronger Together message. Once again, the learning is this: PUT A DAMN VERB IN YOUR SLOGAN IF YOU ARE ASKING PEOPLE TO TAKE ACTION. Every copywriter knows people need to be…
-
Creative gulfs: UK, France and US
I have been working with two agencies lately. One is a French-owned agency, and I am writing English copy for French companies hoping to infiltrate the UK market. The other is a US-owned healthcare agency, where your creative ideas must be run past creative directors in the New York office. This has given me a…
Peter Kenny: a writer's notebook 