A portfolio of creative and copy in response to a given brief (see module Pack)

Copywriting and creative direction are keystones in the brand communications process. The combination of words and images appropriate to the target audience is the visible end result of research into a specific problem and its context, creative thinking in both visual and written language, and appropriate use of media.

This module will help you to develop your skills in the areas of copywriting and creative direction by working on an advertising brief as part of a team. You will research current practice and market trends as well as target audiences and correct use of tone-of-voice, writing and visual style.

Lectures informing on current practice and methodologies.
Supervised studio sessions
Research workshops.
Group critiques.
Individual team tutorials.
Independent reading and research.

Advertising and Brand Management studio.
Library.
Web access.

Gettins, D., How to Write Great Copy, (Kogan Page: 2000, 2006), ISBN 074944663
Pricken, M., Creative Advertising: Ideas and Techniques from the World?s Best Campaigns, (Thames & Hudson: 2001, 2005), ISBN 0500284768
Sawyer, R., Kiss and Sell: Writing for Advertising, (AVA: 2005) ISBN 2884790330

A range of industry press:
Campaign
Media Week
Adweek

Online resources introduced by the module tutor.