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Copywriting by Mark Shaw

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Interview: John Simmons, The Writer

Having been head of copy at Interbrand for many years, John Simmons, now at The Writer, has extensive experience of brand communications and tone-of-voice management. As well as training copywriters in the rigors of creative writing, he consults some of the world’s largest corporations and a number of smaller outfits on how to utilize language to represent their organization clearly and build strong relationships with their audiences.

I work to a wide variety of briefs and still write a lot of copy myself. I think it’s important as a writer not to get carried away with your own ability to use words, and remember that sometimes no copy is better, as words could detract from an image.

When you are aware that ...

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