I’ll never forget interviewing for a copywriting job in New York City some years ago, and after reviewing my portfolio, the Creative Director said, “Ok, so you can write ads for toothpaste in South Africa, but that doesn’t mean you can write ads for toothpaste here.” Honest, that’s what he said! Like the market there was so special that people couldn’t possibly want the same attractive teeth and healthy smiles, or be reached by the same emotional triggers. Of course there are subtle differences in every country, but when you’re a globetrotting copywriter, you make it your job to figure out the nuances very quickly.
So Mr. Creative Director, wherever you are, today I’m launching my very own website here in Dubai, as well as the Copy Chronicles, which can be viewed and hopefully enjoyed by people all over the globe.
It is with thanks to friends like Chris Atkins, who kindly designed the site for me, and Rob Kelly’s encouragement, that I have been flung kicking and screaming into the 21st century. It does save on airfares though.
So I hope you enjoy my weekly editions of the (Freelance Copywriter Dubai) Copy Chronicles . And maybe, occasionally, smile – in your own special way of course.