I love writing ad copy. It is the most satisfying thing to get right.
I’ve written disarming ads for all kinds of brands, from A-list retailers to niche tech consultancies. My clients have included TalkTalk, M&S, Figma, GlobalLogic and DHL.
1. Here’s an ad I wrote for Asian Fried Chicken.
Asian Fried Chicken is an off-shoot brand of street-food chain Tampopo. This ad copy was shaped by messaging and tone-of-voice guidelines I’d previously developed.
2. Here’s an ad I scripted and storyboarded for TalkTalk Business.
It was part of their ‘Nobody Backs Business Like Us’ campaign, which I devised messaging and strategy for.
3. This is an ad I wrote for DHL at the start of the pandemic.
The timely, straightforward tagline I created for this ad series (‘We can help. Let’s talk.’) proved highly impactful. It helped this campaign win Best B2B Campaign at the MPA Awards and Prolific North Marketing Awards.
4. Here’s the interior of a direct mail I wrote for M&S Corporate Gifts.
This was part of an ABM campaign, targeting HR managers at telecoms enterprises. The foldout DM contained a spot-glued ‘business card’, personalised with the recipient’s name.
5. And here’s some slightly more eccentric stuff…
To see my ad-devising at its most untethered, please take a look at my School of Thought final submission deck from 2019.
School of Thought is an intensive eight-week course/contest for creatives looking to level-up their skills. Each week saw the 12 of us visiting a different Manchester-based agency, including TBWA\MCR, McCann and BBC Creative.
On Monday, that week’s agency would give us a brief – ‘sell Krispy Kreme to teenagers’, for example. On Thursday – 72 hours later – we presented our responses to that week’s brief. The deck below contains all eight of mine.
I’ll create arresting, effective ads for you, too. All you have to do is ask!
Joe Madden Copywriter 