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D&AD Training: Writing for Advertising

D&AD Training: Writing for Advertising

Organised by D&AD

Date Feb. 21, 2017 9:30 a.m. to Feb. 21, 2017

London, UK


Will Awdry is an award-winning Advertising Writer and Creative Director. Before he became a writer he did a succession of other jobs, ranging from lavatory attendant to deckhand. Which tells you a lot about the quote that you see above. It isn’t something he’s just made up. It’s borne out by experience. Will had no idea he had the ability to become a copywriter until he actually tried. Mind you, once he discovered he had the talent, there seemed to be no stopping him.

He spent many fruitful years at BBH, lining his mantelpiece with awards. He also wrote copy at Partners BDDH, Leagas Delaney and BMP DDB, again adding to his clutch of trophies before becoming Creative Partner at Ogilvy & Mather. So who better to share the arcane secrets of writing persuasive copy than Will?

Course Outline

Don’t come along to Will’s session expecting a relaxing day out of the office. His session is full on. But the hard work is worth it. It provides a firm grounding in the art of creative advertising copy, not least because Will’s session gets right to the heart of the writing process.

Anyone looking for creative copywriting courses and who wants to learn how to write for advertising will get tips on how to overcome the tyranny of the blank page. He teaches how to think differently about words, and apply this thinking to the creation of great advertising. In short, Will shares the wit, wisdom and experience gained from over 20 years as an award-winning advertising copywriter and creative director.

Suitable for

New copywriters who are just starting their careers ​
People whose ambition is to become a copywriter
Managers who find themselves having to write copy for their own businesses
Working copywriters who’d like to polish their writing skills and reignite their enthusiasm for writing
Art directors who’d like to learn more about copywriting
Anyone who wishes to master the art of writing clear and persuasive advertising copy
Anyone who writes web content who would like to learn more about traditional advertising copy techniques 
Your Facilitator

From his time as a Creative Partner at Ogilvy & Mather to his role as Creative Director at Big Fish, find out more about Will Awdry's career below.