The Idea Writers: Copywriting in a New Media and Marketing Era

by Teressa Iezzi

This book is a must read for any copywriter and anyone looking to understand the new realities of the brand creativity business.
A memorable slogan has been the cornerstone of every great ad campaign. In the past, writing one great headline could launch a career. But today's advertising campaigns are interactive, multi-platform and ongoing, and the copywriter's canvas is vast. At any given time, a copywriter may be conceiving a video game, writing a TV show, maintaining a Twitter feed, creating a mobile app or an interactive installation or, yes, writing a headline or a TV script.

While the best copywriters have always been brand storytellers, now that story can play out anywhere. The digital revolution put control in the hands of the people - the audience - now no longer just consumers, but active participants in a brand's story.
The art and science of advertising has gone from creating one-way messages to engaging audiences in ongoing conversations.
A new ad landscape means new opportunities for writers who now have the incredible opportunity to push brand narrative to places it's never been before and to actually create something so useful or entertaining that it generates its own audience. It also means that many of the rules of the past - while exceedingly worthy of study - are insufficient to guide the modern copywriter. Co-published with AdvertisingAge, The Idea Writers outlines the changing landscape of the advertising industry while providing useful how-to advice.

Filled with interviews from top creatives including:
Greg Hahn, Nick Law, Jeff Benjamin, Tim Delaney, Rei Inamoto, Lee Clow, Steve Simpson, Rick Condos, David Droga, Gerry Graf, Ty Montague, Calle and Pelle Sjonell, PJ Pereira, David Abbott and many more!

Genres: Business, Writing, Nonfiction, Creative

224 pages, Kindle Edition

First published December 7, 2010

Reviews

[Katrina · Rating 5 out of 5]

This book goes far beyond copywriting. I'd argue it's an important read for anyone in the marketing industry, whether agency- or client-side, who is excited by the changes and opportunities in modern marketing. Teressa's voice keeps things engaging and genuine throughout, and the way that she calls bullshit on the platitudes that so many agencies spout is refreshing. I found myself madly highlighting everything from well-researched facts, examples and case studies to tips like the following gem:

"You will be in situations that seem to demand using 'concept' and 'plus' as verbs in the course of your job. Everyone does it. Don't do it. Also, don't use the word learnings. You might not realize it right away, but slowly, inexorably, your soul will start dying."

Finally, somebody said it.

[Frank O'Mahony · Rating 3 out of 5]

A bit more of a how-to manual than I expected, but contains some great copy ideas and examples of how writers can make themselves central to integrated marketing campaigns.

[1.1 · Rating 3 out of 5]

I only kind of liked it until the part where modern campaigns (2010's modern - Old Spice Guy, etc) were examined and then discussed by the people who created and executed them. They make up for anything lackluster in the first half, and I say lackluster because at the outset I was not very enthusiastic about finishing this book. I was trudging through it until the fourth chapter and still begrudgingly reading for a while before getting into it. Iezzi is a digital evangelical so be prepared for that – and more importantly, prepare yourself for the conversational ability and transformative aspect of digital media in advertising!

I'm an outsider to the industry, which may change soon, so my intent was to read this to get my fill of buzz, bullshit-detection, and insights. There's some good advice, some insightful gems, and a fair amount of talk about hand-wringing and worry and changing landscapes. Doubtless a lot of it will seem familiar in some way, and the book is at least 4 years out of date at this point, but as with anything of decent quality it does stand on its own legs still. Worthwhile if your interests align with the subject matter.

[Darren · Rating 3 out of 5]

Contrary to its name, reading this book will not improve your craft as a writer. It will not teach you things like strategy, concept or how to find an insight. It will not land you any lions or transform you into a creative hotshot. Instead, it offers many fascinating insights into the digital medium, along with countless interviews by many of the industry's leading veterans. You will be exposed to award-winning campaigns and you will get to learn the thought process behind them, straight from the horses' mouths. If you're already an established writer who's looking to expand your knowledge, you're in for a treat. But if you're a greenhorn who's fresh out of ad school, you should probably get 'Hey Whipple' instead.

[Connor Raus · Rating 3 out of 5]

It doesn't say "Copywriter" on my business card but I write copy everyday, primarily for new media. While this book doesn't provide any traditional "how-to," the campaigns that were highlighted and dissected immediately made me think differently about the projects I was working on and more importantly it has helped me communicate better with my team and clients to expand their thinking. The author recommends other books in the notes section — many of which I've read or own — which has lead me to other interesting places that will help me continue to perfect my craft.

[Tom Burke · Rating 2 out of 5]

I found the title attractive enough. It sounded like Mad Men circa 2012. And it largely was. But after a hundred pages or so it all began to sound the same. I hate to say this since I have spent a good part of my life engrossed in it, but advertising is boring. And this is a book about how that advertising is created.

Now if you have never indulged, then this might be a good read. But if you have read this type of book in the past, you might get a sense of deja vu. I know I did.

Try Jonah Lehrer's Imagination: How Creativity Works instead.

[Desmond LaVelle · Rating 5 out of 5]

Five stars might be a bit steep, it's not A Farewell to Arms, but I gave it such a high rating because it's necessary reading for anybody who is a creative in advertising - young or old, writer, art director or otherwise.

[Forevermorro · Rating 2 out of 5]

Didn't help me at all.

[Matěj · Rating 3 out of 5]

I was looking for a well-written and introductory text about copywriting and this kinda fits the bill. I guess you'd like it a bit more if you are into the history of ads and the adworld itself.

[Andy Carney · Rating 1 out of 5]

Skip it. Or refund it quick if you've just bought it.
I'm not sure who this book is for. Who was the intended audience?
It reads like a history book, with quotes from a lot of people in ad agencies about how their teams are structured and about some of their projects.
There are a ton of examples of ad campaigns that are used over and over in this book. If I have to read about BMW or Burger King one more time...The problem is they're very out of date. They were innovative at the time, and so the take-away is, be innovative and think outside the box. But you probably knew that already.

There's nothing about actual writing, nothing about how to come up with ideas, very little about actually digital marketing. So who is this book for? If you still think it sounds good, remember it's already out of date in terms of the current digital landscape.

[Caroline Thies]

Another day, another book read for class. I truly never feel more academic than when I’m reading a physical copy of a recommended reading for school 🤓 But, sadly, this book felt all over the place- it was just a lot of examples of ads and musings of agency copywriters. The most interesting thing was when it quoted a New York Magazine piece, saying that “people who frequently check their e-mail have tested as less intelligent than people who are actually high on
marijuana.” So I think I need to stop checking my email…

[Tricia · Rating 2 out of 5]

It feels as if this book list its focus somewhere along the way. The comments from those who created the ads are insightful and the best part of the book. The rest of the book, not really worthwhile to read. However, having said that, I think everyone interested in advertising should read chapter 7 which highlights certain campaigns though conversation with those who worked on them. That chapter is totally worth the read to see how ideas are generated and evolve.

[Karolis Paškevičius · Rating 4 out of 5]

The author walks you through how the art of copy permeates the digital era by interviewing more than 50 marketing professionals.

Who talk about the process of creating some of the most successful commercials for Halo 3, Old Spice, Pepsi etc.

The internet has changed everything and there is no room for mediocre ads. This is just the beginning for commercials to have a purpose, become more interesting and useful.

[Serena · Rating 4 out of 5]

Surprisingly uplifting

[lanie · Rating 3 out of 5]

it literally took an act of congress (a deployment) for me to finally finish this book i’ve owned for 3+ years

[Rolando · Rating 5 out of 5]

Una de las cosas que me llamó más la atención hacia este libro, fue su autora. Teresa Iezzi, editora de Co.Create y previa editora de "Creativity" en Advertising Age.
Definitivamente alguien a quien leer.
Su descripción de la escena actual de la profesión de copywriters, o "idea writers" te lleva desde ciertos elementos históricos en décadas pasadas, pero sólo para llegar al punto donde las cosas cambiaron y sobre cómo las agencias han llegado a adoptar temas digitales con perspectivas completamente nuevas.
Interesante que un libro de Adversiting Age (como lo dice la portada) hablara un poco sobre temas anti-anuncios. De hecho, la mayoría de los casos expuestos son el libro, tienen muchísimo que ver con Word of Mouth Marketing, y aunque no es mencionado directamente, parece un tema recurrente entre lo que se cita a lo largo del libro, con distintas personas entrevistas.
Definitivamente un libro que debe leer toda persona interesada en marketing.

[Crysta · Rating 3 out of 5]

This was assigned reading for a class, but it was worth the read. It's a bit rudimentary at times, and sometimes repetitive, but I think it points to important shifts in the media and advertising agency. I think a lot of these shifts are relatively obvious for those of us on the younger end of the spectrum - it's just the way it is - but knowing the history is very enlightening and helpful. I've since recommended it to a couple friends working in ad agencies who are facing this challenge first-hand.

[Dave · Rating 4 out of 5]

I work in marketing as part of a creative team, and this is just one of those books that I found myself underlining something on every other page. Great practical use of examples from real creative campaign challenges, and one of the first books I've read that is recent enough to understand the power of new social and viral tools for messaging. Also a great read for anyone interested in behind-the-scenes stories of the creation of landmark new media campaigns like the BK "subservient chicken" or the "I Love Bees" ARG, or the Old Spice man.

[Sergey · Rating 5 out of 5]

un libro que todos los interesados en la industria creativa deberían leer, abre el panorama de la nueva realidad publicitaria, la revolución digital los nuevos medios, ademas de las historias detrás de algunas de la campañas más innovadoras y creativas de los últimos tiempos. y es que la buena publicidad siempre esa contra una historia, lo que cambio es que ahora esa historia puede estar en cualquier lugar o plataforma.

[Rick · Rating 4 out of 5]

Super great introduction to what it means to be a "copywriter" in modern advertising, and a nice survey of the history of advertising. Should be required reading for anyone considering getting into the biz. Swears a little bit, which is nice. Has some good trivia from the past greats that I did not know.

[AnnaRose · Rating 3 out of 5]

Although this book has copywriting in the name, it focuses mostly on writing for advertising. Some parts of this book were extremely interesting and helpful. Other parts did not interest me or were a bit too coarse. Overall, it was very helpful for those interested in advertising or commercial writing.

[Elizabeth ‘Andy’ Terrall · Rating 4 out of 5]

This book doesn't have a lot of practical application for how or what to write in marketing, but it has extensive details on both the history and theories, old and emerging, of marketing. The examples of marketing campaigns are very informational and inspirational. I highly recommend this book to anyone in the writing aspect or in marketing itself.

[Rebbie Brassfield · Rating 4 out of 5]

Made me excited and grateful and raging jealous. Excited to be a copywriter when there is so much opportunity, grateful we get to hang out with ad people (iezzi and those she quotes are witty and straightforward) and jealous of the brilliance that writers are capable of producing.

[Emily Overstreet · Rating 4 out of 5]

Very helpful for understanding how to be a copywriter, and some key points about advertising in general. If you are looking for a book that explains advertising, specifically copywriting, this is a good start.

[Patrick Probably DNF · Rating 4 out of 5]

An essential for anyone in advertising these days, especially copywriters. Though it lacks the wit of Luke Sullivan's "Hey Whipple, Squeeze This," it nevertheless explains how copywriting/advertising has evolved in the past ten years, including many great examples.

[Kelsey · Rating 5 out of 5]

5 stars not because it is mind blowing but
necessary for creatives.

[Raneshia]

Assigned reading. Didn't actually read the whole thing, but from what I did read, it was insightful and interesting.

[Matthew L. · Rating 5 out of 5]

In order to survive in the consumer control era, you have to think in terms of relationships, and not simply a megaphone (tv, print). Encourage conversations. Think outside the box.

[Sunoak Cheong]

디지털 시대에 마케터로서 갖추어야할 역량과 조직에 대한 영감 제공

[Laura · Rating 2 out of 5]

good for someone in college thinking about going into the ad biz