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Marcus Johnson, Copywriter * * Uses words to persuade people that there’s more to things than meets the eye.
Marcus Johnson,
Copywriter *
* Uses words to persuade people that there’s more to things than meets the eye.
As a professional advertising copywriter, I’ve written thousands of words. Many thousands. Probably millions of words. Sometimes, the process starts with a detailed brief, sometimes I’m ‘verballed’ over the phone. Other times, I’ll make up my own brief. My job is to generate ideas that shine and words that work.
Glossy colour magazine ads, small space newspaper ads, brochures, flyers, annual reports, outdoor posters, television scripts and scenarios, trade presenters, newsletters and eNewsletters, radio ads, editorial, PR and press releases, back of pack copy, websites, speeches, banner ads, business cards, long copy, short copy, body copy, ads with no copy, naming projects, strategy projects, ‘love jobs’, jobs for the client’s mate, mother or mistress, small jobs, big jobs, from luxury goods to hard core retail. I’ve tackled plenty and learned a lot.
Here are some examples.
Double page ad in Popular Science magazine targeting boffins that can think outside the square.
>> Isn’t that smart?A car that turns itself off when it comes to a full stopLet’s say you’re driving home from work and the traffic light ahead of you turns to red – what happens next? Well, if you’re driving the smart fortwo mhd with ECO stop/start technology, you’ll literally come to a full stop That’s because this clever little car has a remarkable, yet simple way to conserve fuel and reduce emissions As soon as the car falls below a speed of 8 km/h and the brake pedal is pressed, the engine just turns itself off Then, when you’re ready to go again, the engine starts as soon as you take your foot off the brake pedal It’s a fully automated system that works brilliantly with the smart fortwo’s transmission and can be deactivated at any time This ingenious
new stop/start technology comes via a belt-driven starter generator, which takes the place of both a conventional starter and alternator When you consider that studies have shown that in everyday traffic, vehicles come to a halt every 1.3 kilometres on average, the mhd system can certainly pay off in terms of both fuel savings and CO2 emissions The combined city cycle consumption of the 52kW smart fortwo is a miserly 4.4 litres per 100 kilometres and the CO2 emissions are a low 112g/km Want to find out more about the remarkable smart fortwo mhd with ECO stop/start technology? Stop by your nearest smart centre at selected Mercedes-Benz dealerships today.
*Daily payments from $9 (payable monthly) on a new 52 kw MHD smartfortwo coupe with a drive away price of $22,390 (incl $390 documentation fee) less $2,557 deposit. Based on 60 month hire purchase agreement with a total amount financed of $19,833 and a final balloon payment of $8,800. Finance to approved business customers of Mercedes-Benz Financial Services Australia Pty Ltd ABN 73 074 134 517. Conditions Apply. Finance Offer ends 30 June 2009. †Based on ADR81/02 Actual fuel consumption figures and kms per tank vary depending on traffic conditions and individual driving styles.
smart - a Daimler brand
www.smartaustralia.com.au Think
Visually-led major metro press campaign designed to break out of the usual EOFY sales events. Created a huge spike in sales and won the Mercedes-Benz Marketing Star Award for the client.
Our exceptional End of Financial Year Sales Event is on now at 835 Doncaster Road until Sunday at 4pm. We are making a clean sweep of all 2013 and 2014 plated demonstrator models including AMG. This sales event is not to be missed. This is your opportunity to secure a Mercedes-Benz demonstrator at an outstanding price as we make way for new models. Must end tomorrow, Sunday 1st June, at 4pm. www.mbsilverstar.com.au
The Silver Star Motors End of Financial Year Sales Event.Today and tomorrow only.
835 Doncaster Road, Doncaster 3108. Tel (03) 8848 1266 LMC
T533
Brand campaign for high end Toorak property group. No pictures of houses meant that these small space ads could cut through the clutter and create phone and walk-in traffic.
Experiential campaign for Mercedes-Benz Vans. We built a giant Esky and put it on the back of an MB van to launch the new positioning line we created for them: ‘Love your work’. The lead vehicle and around thirty other vans toured the state and set up barbecues for tradies at Reece and Bunnings. We ran this in conjunction with a billboard campaign to keep Mercedes-Benz top of mind for buyers that were after a better product.
Mercedes-Benz Vans.
Love yourwork.
Copy-driven branding piece for BHP Billiton’s reception area.
Banner ad to publicise one of Triple M’s pre-concert events.
isis.com.au
Magazine ad to position FreeSpirit as a company that takes care of all the tedious details such as salary packaging and superannuation for overseas travellers.
Outdoor poster for feminine pleasure gel.
The bell sounds for Cocktail Hour.
But you decide to head back and spend
more time on your resumé.
Hello?
Travelling’s more fun when your mind can wander too.
www.womanzone.info
MADE IN NEW ZEALAND. ENJOYED DOWNUNDER.
An A to Z of brands I have worked on:
AAMI Allen’s Amorim Argyle Finance ANU ANZ Aspro Australian Democrats Party Australian Dairy Corporation
Australia Post Aviva AXA Bega Bendigo Bank Bendix Berri Bertocchi BHP Billiton Big Sister BirdsEye BMW Bonlac
Bounty BP Bran Plus Braun Brown Brothers California Walnuts Campbell’s Capt’n Snooze Chrysler Clayton’s Coles Myer Collins Booksellers Communic8
Country Road Crown DaimlerChrysler Dalton Deeko Decor Dodge domain.com.au Dulux Duracell Edgell Elanra Elgas
Esanda Escor Exedy Feltex FibrePlus Fibrisol Fifo Flag Four’n Twenty Gas & Fuel Gazman Gillette Guardian HBA
Herbert Adams Heritage G&CC Holden Honda ISIS Jacqui E JCB Jeep Johnny Walker Just Jeans Kit Kat Korando Lady Scott Lanes Motors Laserlite Leggo’s Lend Lease
Libra Lite Start Mars Martha Cove Maybach Mazda Melbourne Docklands Melbourne Football Club
Mercedes-Benz Mercedes-Benz Finance Metro TrainsMMM Mutual Community Nabisco Nanna’s NAB National Mutual Navigator Nestle Nicholas Dattner
North Blackburn Shopping Centre Oral B Origin Energy Pacific Access Pioneer Pepsi Plants Plus Phillip Morris
Plumrose PMP Presidential Limousines Pure Blonde Quick Eze QuickFresh RACV Redheads Repco
Rescue Remedy Rydge Property Group Sensis Snickers Silver Star Motors smart Soothers Sorbent Sportscraft
Spring Valley Ssangyong Musso St.George Sustagen TAC Telstra The Age The Herald Tooheys Twinings Uncle Tobys VicUrban Viva Vita Brits Venus Victorian Racing Club Volvo Wedgwood Weeties Wool Wrangler Womanzone Wellness
Western Star White Pages Yakka Yellow Pages YoplaitZagames Zeiss International
