Francine Galea

Writing effective advertising and headlines and copy is a craft that can be learned. It all starts with a great brief and this course will set briefs that enable you to find a strong proposition that clearly relates to a product benefit. With those building blocks in place you will move on to creating strong concepts based on attention grabbing headlines. Once you have developed a concept, you will be taught how to write copy that flows naturally from the headline and retains the reader's interest by combining essential product information with inspiring and persuasive writing. Reference will be made to copy for different media such as online and direct mail, across a wide range of commercial sectors. You will also come to understand importance of an endline that encapsulates the 'big idea'. The work arising from this dynamic learning process will form the basis of an ongoing discussion of the role that tone of voice, wordplay and puns play in commercial communications. At all stages of this process you will gain an understanding of how to present your ideas as they progress through the various stages of internal and external (client) approval. The course will also consider wider creative issues such as the importance of combining words and visuals, and how to work with an art director as part of a creative team.

Francine Galea has over twenty years' of experience in advertising, working as an award winning art director/copywriter at a number of agencies including Euro RSCG, Saatchi & Saatchi and Grey. She has operated across all creative media including TV, radio, press, direct mail and web-based advertising.