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Writing for Advertising

D&AD Advertisement Writing
Credit: Mother

“Everyone can write advertising copy. But not everyone realises they can.”

Will Awdry

Will Awdry is an award-winning Advertising Writer and Creative Director. Before he became a writer he did a succession of other jobs, ranging from lavatory attendant to deckhand. Which tells you a lot about the quote that you see above. It isn’t something he’s just made up. It’s borne out by experience. Will had no idea he had the ability to become a copywriter until he actually tried. Mind you, once he discovered he had the talent, there seemed to be no stopping him.

He spent many fruitful years at BBH, lining his mantelpiece with awards. He also wrote copy at Partners BDDH, Leagas Delaney and BMP DDB, again adding to his clutch of trophies before becoming Creative Partner at Ogilvy & Mather. So who better to share the arcane secrets of writing persuasive copy than Will?

Masterclass Outline

Don’t come along to Will’s masterclass expecting a relaxing day out of the office. His session is full on. But the hard work is worth it. It provides a firm grounding in the art of creative advertising copy, not least because Will’s session gets right to the heart of the writing process.

Anyone looking for creative copywriting masterclasses and who wants to learn how to write for advertising will get tips on how to overcome the tyranny of the blank page. He teaches how to think differently about words, and apply this thinking to the creation of great advertising. In short, Will shares the wit, wisdom and experience gained from over 20 years as an award-winning advertising copywriter and creative director.

Suitable for

  • New copywriters who are just starting their careers ​
  • People whose ambition is to become a copywriter
  • Managers who find themselves having to write copy for their own businesses
  • Working copywriters who’d like to polish their writing skills and reignite their enthusiasm for writing
  • Art directors who’d like to learn more about copywriting
  • Anyone who wishes to master the art of writing clear and persuasive advertising copy
  • Anyone who writes web content who would like to learn more about traditional advertising copy techniques 

Your Facilitator

From his time as a Creative Partner at Ogilvy & Mather to his role as Creative Director at Big Fish, Will Awdry has won several shelves of awards for himself and his teams, as well as working with over 60 different clients.

Will started in advertising as an account man. After a couple of years, he switched to copywriting at Bartle Bogle Hegarty. In two, long stints, he learned from brilliant people and produced lots of work over 15 years.

Along the way, he has also worked as head of copy at Leagas Delaney, ECD at Partners BDDH, a Creative Director at DDB London and, for eight years, as creative director and acting MD of Ogilvy and Mather, London.

To hear Will talking about Writing for Advertising and going into more detail about the masterclass, watch the video below. 

“Engaging and interesting, keeps everybody involved and encourages team discussion.”

Vicky Holland
Content & Data Editor

“Appreciate being guided by someone still in the industry with a sincere passion for writing.”

Caroline Slade
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Writing for Advertising

09:30 - 17:30

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