Fostering Future Generations of Creative Writing

MEDIA RELEASE
19 June, 2007

Fostering Future Generations of Creative Writing

New Zealand’s best advertising writers, with help from Fairfax Media and AWARD (Australasian Writers and Art Directors Association), are ensuring the power of the persuasive word is not lost by passing on their wisdom to a new generation of copywriters.

New Zealand’s inaugural Fairfax Media AWARD Copy School last week gave 12 promising young writers access to 10 of the best creative writers in the industry in a series of morning workshops that covered everything from headlines to comedy.

Australasia’s only dedicated advertising copywriting course has been available in Australia (Sydney and Melbourne) for the past two years. This year, the programme made its debut in New Zealand.

AWARD account manager Pauline Smyth says of the course. “Copy School is about developing the specialist skills necessary to become a great writer. It aims to teach students how to express themselves once they have the initial concept; how to develop a persuasive, fresh argument that informs, entertains and rewards the recipient, be they the reader, listener or viewer.”

AWARD, along with DDB Executive Creative Director Toby Talbot, developed the format and content of the programme and believe it is a concept that is likely to continue to evolve into a sought after training programme.

Fairfax Media, the sole sponsor of the event, worked with AWARD to facilitate the event. Group Sales and Marketing Manager Sandra King said, “Fairfax Media’s support of Copy School is about encouraging and nurturing young talent in the New Zealand creative industry.”

“Creativity is at the heart of effective media campaigns and creative copy is an integral part of the communication. We were pleased to be able to offer the opportunity for a select group of young copy writers to learn from the best in the business.”

Toby Talbot added “The time and commitment from within the industry to Copyschool has been especially heartening. Let’s face it, our industry is not exactly known for its selfless generosity. And yet all our tutors are very busy individuals who gave up their valuable time. They feel as passionately as I do about nurturing the next generation of great advertising writers. In fact, I think they all seemed to get as much out of it as the students.”

The course was held at Fairfax Magazines new office space in Kingsland, and was attended by twelve junior and intermediate copywriters representing New Zealand’s top ad agencies including two internationals.

Sugar copywriter Lara Phillips said the opportunity to receive advice from the best in the industry was very worthwhile.

“You learn a lot from being in the industry, but as a creative it is always great to have things like this to inspire and excite. It is an opportunity to hone a craft and get passionate about a specialisation.”

Copy School is just one of the many initiatives that Fairfax Media undertakes each year as part of its commitment to the creative industry, including the Cannes Young Creative and Integrated Media competitions, the winners of which are accompanying Sandra King at the Cannes Lions this week.

Presentations included:
Toby Talbot, DDB New Zealand, “Print”
Paul Hankinson, Freelance Writer, “Headlines”
David Govier & Levi Slavin, Saatchi & Saatchi, “Writing for TV”
Steve Braunias, Fairfax Media, “Writing for Newspapers”
John Plimmer, Clemenger BBDO Wellington, “Bugger Writing”
Jamie Hitchcock, Colenso BBDO “New Zealand writing for your market”
Bridget Short, DDB, “Presentation”
Darryl Parsons, Consortium, “Writing for Radio”
Richard Maddox, Colenso BBDO “Writing for comedy”
Richard Loesby, Colenso BBDO, “Literary writing vs. Advertising writing”

ENDS

Fairfax Media would like to thank Toby Talbot and all of the contributors for their invaluable input of time, experience and energy, to the inaugural Fairfax Media AWARD Copy School programme.

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