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Copywriting by Mark Shaw

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Interview: Will Awdry, Ogilvy

Will is a creative partner at Ogilvy, has been writing great advertising for decades, and leads the D&AD Writing for Advertising course. Here we learn how he got started in copywriting, and see how he approaches the challenges of advertising writing. Like many senior copywriters, he mainly oversees creative teams and only manages to write copy himself when he gets the chance in between his busy schedules.

In my current role I spend my time keeping everyone inside the factory gates making sure the people outside the factory gates get the picture. My main job now is writing emails, and the art of copywriting has never been so important as in writing emails.

I had always felt comfortable with writing, but my first jobs ...

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