Top ad industry creatives have turned tutors this week at Copy School in Melbourne, lending wisdom to aspiring young copywriters in a series of interactive workshops.
Copy School, “the body that champions quality copy in advertising”, landed at The Age offices today with M&C Saatchi’s Paul Taylor and Clemenger BBDO’s Ant Keogh taking the floor.
Twenty students, who are either employed in creative or media agencies or aspiring to a career in the sector, will hear from a range of the industry’s best creative writers and directors over five days at the workshops, hosted by Sharms Consultancy’s Mark Sharman.
- Nigel Dawson – creative partner, Three Wise Men
• Ruth Lamberd – senior journalist,Herald Sun/Sunday Herald Sun
• Paul Taylor – executive creative director, M&C Saatchi Melbourne
• Ant Keogh – executive creative director, Clemenger BBDO
• Sarah McGregor – head of copy, Leo Burnett Melbourne
• Jim Ingram – executive creative director, Cummins & Partners
• Ron Mather – director, It’s The Thought That Counts
• Ted Horton – chief creative officer, Big Red Melbourne.
The workshops focus on copywriting across all media including print, radio, TV and digital platforms, coaching students in handling briefs, developing narratives, storytelling for brands, creating headlines and editing and presenting to clients.
On day one, participants were given a real-world brief that must be delivered on the final morning of the course.
Copy School has launched in Melbourne in partnership with The Newspaper Works following a successful run of workshops in Sydney last year. Its aim is to encourage the best quality copywriting across all advertising.
“Copy School has secured some of the most respected creative talent in the industry, who all give their time to teach the next generation of creative stars,” The Newspaper Works chief executive Mark Hollands said.
“The creative process is vital to the future of the advertising industry and we are pleased that Melbourne creative talent will benefit from the excellent Copy School program.”
All fees for Copy School will be donated to Frontyard Youth Services, run by Melbourne City Mission, and the course fee is fully tax deductible.