Category Archives: Copy analysis

99% right

By tim | Published: 09/11/2010

The 99% name is a memorable counterblast to contemporary scaremongering and crippling community anxiety around young people.

Also posted in Advertising, Brand, Campaigning, Design, Jargon, London, Photography, Politics, Tone of voice, Writing | Tagged , , , , , , , , , , , , , , , , | 3 Comments

Are you a ninny?

By tim | Published: 27/10/2010

Why is so much print advertising so very bad? Still. Today. After all these decades when Advertising with a cap A has enjoyed such success, glamour, adulation and influence?

Also posted in Advertising, Books, Brand, Business, Design, Tone of voice, Writing | Tagged , , , , , , , , , , , , , , , , , | 2 Comments

One from the archive — Balls™

By tim | Published: 27/09/2010

If you set out to celebrate engineering you must ensure your copy is brilliantly engineered. The ideas must make sense. The thoughts must connect. The jargon should lead to illumination, not frustration. The benefits should flow from the conversation, not remain obscured by self-satisfied technical babble.

Also posted in Advertising, Brand, Business, Design, Jargon, Tone of voice, Writing | Tagged , , , , , , , , , , , , , , , , , , , , | 11 Comments

Writing wrongs

By tim | Published: 20/07/2010

Denouncing gobbledygook generates headlines and can be claimed as an ‘initiative’, but it requires more than words to solve a problem with words.

Also posted in 26, Business, Jargon, Politics, Tone of voice, Writing | Tagged , , , , , , , , , , , , , , | 12 Comments

Tone deaf

By tim | Published: 13/07/2010

Tone of voice – Southwark Council murder Shakespeare.

Also posted in Design, History, London, Tone of voice, Writing | Tagged , , , , , , , , , , , , , , , , , , | 4 Comments

Making every word tell

By tim | Published: 24/06/2010

Without confidence in your audience you can’t produce writing with personality.

Also posted in 26, Business, Design, Storytelling, Tone of voice, Writing | Tagged , , , , , , , , , , , , , , , , | 1 Comment

Brighton rock

By tim | Published: 09/06/2010

I’ve just seen a rather startling example of what happens when the big idea behind a campaign isn’t followed through in the detail. It’s a recruitment initiative from Brighton & Hove City Council, which is hoping to attract four new ‘strategic directors’ …

Also posted in Advertising, Brand, Business, Design, Politics, Tone of voice, Writing | Tagged , , , , , , , , , , , , , , , , | 2 Comments