The Idea Writers: Copywriting in a New Media and Marketing Era

This book is a must read for any copywriter and anyone looking to understand the new realities of the brand creativity business. 

A memorable slogan has been the cornerstone of every great ad campaign. In the past, writing one great headline could launch a career. But today's advertising campaigns are interactive, multi-platform and ongoing, and the copywriter's canvas is vast. At any given time, a copywriter may be conceiving a video game, writing a TV show, maintaining a Twitter feed, creating a mobile app or an interactive installation or, yes, writing a headline or a TV script. 

While the best copywriters have always been brand storytellers, now that story can play out anywhere. The digital revolution put control in the hands of the people - the audience - now no longer just consumers, but active participants in a brand's story. 

The art and science of advertising has gone from creating one-way messages to engaging audiences in ongoing conversations. 

A new ad landscape means new opportunities for writers who now have the incredible opportunity to push brand narrative to places it's never been before and to actually create something so useful or entertaining that it generates its own audience. It also means that many of the rules of the past - while exceedingly worthy of study - are insufficient to guide the modern copywriter. Co-published with AdvertisingAge, The Idea Writers outlines the changing landscape of the advertising industry while providing useful how-to advice. 

Filled with interviews from top creatives including: Greg Hahn, Nick Law, Jeff Benjamin, Tim Delaney, Rei Inamoto, Lee Clow, Steve Simpson, Rick Condos, David Droga, Gerry Graf, Ty Montague, Calle and Pelle Sjonell, PJ Pereira, David Abbott and many more.

Included in Advertising. 

Shady Characters: The Secret Life of Punctuation, Symbols, and Other Typographical Marks

A charming and indispensable tour of two thousand years of the written word, Shady Characters weaves a fascinating trail across the parallel histories of language and typography. 

Whether investigating the asterisk (*) and dagger (†)—which alternately illuminated and skewered heretical verses of the early Bible—or the at sign (@), which languished in obscurity for centuries until rescued by the Internet, Keith Houston draws on myriad sources to chart the life and times of these enigmatic squiggles, both exotic (¶) and everyday (&).

From the Library of Alexandria to the halls of Bell Labs, figures as diverse as Charlemagne, Vladimir Nabokov, and George W. Bush cross paths with marks as obscure as the interrobang (?) and as divisive as the dash (—). Ancient Roman graffiti, Venetian trading shorthand, Cold War double agents, and Madison Avenue round out an ever more diverse set of episodes, characters, and artifacts.

Richly illustrated, ranging across time, typographies, and countries, Shady Characters will delight and entertain all who cherish the unpredictable and surprising in the writing life.

Bird by Bird: Some Instructions on Writing and Life

"Thirty years ago my older brother, who was ten years old at the time, was trying to get a report on birds written that he'd had three months to write. It was due the next day. We were out at our family cabin in Bolinas, and he was at the kitchen table close to tears, surrounded by binder paper and pencils and unopened books on birds, immobilized by the hugeness of the task ahead. Then my father sat down beside him, put his arm around my  brother's shoulder, and said, 'Bird by bird, buddy.  Just take it bird by bird.'"

Included in Your Creative Life.

Spunk & Bite: A Writer's Guide to Bold, Contemporary Style

Today's writer needs more than just a solid knowledge of usage and composition to write successfully. Bestselling author Arthur Plotnik reveals the secrets to attention-grabbing, unforgettable writing, in this trade paperback edition. 

Updated with all-new writing exercises, Spunk & Bite will help writers take books, articles, business reports, memos, and even e-mail messages to the next level.

Included in Writing.