The Path of Droga or the Path of French

David Droga, a young brilliant man of ideas that started off as a writer.
Neil French, a veteran in the crafting of copy and clever headlines.

I admit that I'm no uber craftsman in copy, but I do try my best to make it decent - in terms of contents, message and grammar(of course)

However, my mind and my heart is fully committed to the creation of the big idea; which transcends everything that a copy can offer.

The Vertical Football by John Merrifield transcends copy
Marc Ecko's "remember" ad by Droga5 transcends copy
The Yellow Men from DIGI transcends copy

And that's why I'm following the path of Droga, because copy is just techniques; like a mechanic. And I don't wanna be dat.


Correct me if I'm wrong

Low Death, please?

Yu Links 1.0

Talks that will change ur life. The power of Big Ideas indeed.
http://www.ted.com/tedtalks/

How to be creative. Superb stuff, this.
http://www.gapingvoid.com/Moveable_Type/archives/000932.html

From Kenneth Yu.

Woei Hern's Reading List

In response to the list of must reads by the kind bartender, here's my list. Please note that reading copywriting or advertising related material, while necessary isn't the only thing you should absorb.

Newsweeks, details, playboys, klues, harry potters, music, sports, hobbies read and absorb anything and everything voyeurise when you can't experience yourself, but i digress here it is as far as books are concerned. For now.

1. Kiss & Sell by Robert Sawyer

2. What copy is by david abbott

3. Write Right! by Jan Venolia

4. You're an animal, Viskovitz! by Alessandro Boffa

5. It's not how good you are, It's how good you want to be by Paul Arden

6. Whatever you think, think the opposite by Paul Arden

7. John Constantine, Hellblazer from Vertigo Comics

8. Fables from Vertigo Comics

9. Lucifer from Vertigo Comics

Reading maketh the ad man

Nothing helps build a keen strategic mind like books. Nothing.
Read ad books. Not just annuals. Read Time or Newsweek. Read marketing books. Read graphic design books.
Search for latest trends online. (For IT, www.slashdot.org)
Below is a list of ad/marketing/copy/design books I have read or am reading (not exhaustive).
They are recommended for writers who want to be more than writers:

Hey Whipple Squeeze This
Creative Leaps
Creative Company
Is There Any Hope For Advertising (Gossage, a classic; get any of his books, if you can)
The Copy Book
The Art Directors Book
Cutting Edge Advertising (duh)
The Copy Workshop (a MUST)
The Elements of Style (watch thy grammar)
Confessions Of An Advertising Man (Mr O)
Blink
Tipping Point
An old book about the history of Saatchi - can’t recall title
Disruption
A Smile In The Mind (excellent graphic design)
The Art Of Looking Sideways (ditto)
2 Kilo Of Kesselskrammer
Juicing The Orange (brilliant strategies and campaigns)
Brand Apart
From The Folks Who Brought You Pearl Harbour (funny classic, borrowed from a pal. Try amazon)
(That’s all I can remember)

Problematic Thematic

Brand X is about to launch three products. The client however does not know what theme would be great for the launch. Since the clients don't know how to launch it, then it's the creatives job to propose a theme.

Now, the real problem is - what would be the perfect theme for the product?

Fact 1: There are a number of brands out there that have the same capability as brand X
Fact 2: If there is nothing to say then what do we show?

By Rae - The Guy Sipping a Guiness Draught