D&AD Masterclass: Creative Copywriting | The Fundamentals

Discover the power of words with this one day Masterclass from master of creative copy, Will Awdry. You’ll learn to tackle the tyranny of the blank page, learn the art of brevity, transform your copy to inspire action, and make your words go further.

Whether you’re at the early stages of a copywriting career, or a seasoned writer looking to sharpen your skills, this Masterclass provides inside understanding and some sneaky techniques to boost your creative copywriting skills.

You will consider the concentrated summary; the act of compression; maximum illumination with minimal expression; the written articulation of ideas; compacting the medium of your message. Throughout, brevity is welcome.

Who it's for:

• Suitable for copywriters at the start of their career and working copywriters who’d like to polish their writing skills and reignite their enthusiasm for writing
• Managers who find themselves having to write copy for their own businesses
• Anyone who wishes to master the art of writing clear and persuasive advertising copy
• Anyone who writes web content who would like to sharpen their skills.

By the end of this workshop you will:

• Gain some kickstarters to fire up your writing
• Develop simple, compelling hooks to engage your audience personally
• Learn how to have brand storyline generation
• Super compressed narrative development
• Learn idea definition and construction
• Speedier headline generation
• Theme and variation to invigorate a campaign
• A simple, mental toolkit to address any brief
• Quickfire idea shaping thanks to reverse thinking
• Trimming and ordering your message for longer copy
• How to work with restrictions

Host or Publisher D&AD