I love devising clever concepts and targeted, lateral headlines, with or without an art director, and get kicks out of writing enticing long copy and stories as well as staccato sentences that pack a punch. I've even been known to create bullet point lists (under duress, obviously).
And I do branding. Lots of it. My copywriting career began at London B2B advertising agency Anderson and Lembke, creating through-the-line ads, posters, DM, brochures and radio and TV scripts. Big marketing spends and long, boozy lunches with blue chip clients made up for regular overnighters before creative pitches.
After a few years and a stint at AB&B, I freelanced at agencies including McCann and JWT. I wrote for companies from British Gas, Orange and Diageo to Carphone Warehouse, Esso and HSBC, and penned award-winning websites for BT, Mars and Tesco. Flexibility gave me experience and wings. I travelled the world three times, on shoestrings!
In 2004, I set up The Advertising Shop in Bath, a tiny but award-winning ad agency for SMEs. Clients included Jennifer Newman Furniture, Carbon Paid, Westgate IT, Childcare Bath, Rossiters, and the Royal United Hospital, for whom I devised the neonatal 'Space to Grow' concept. We also worked on a pan-European campaign for Olympus cameras, which was fun.
I wasn't just a copywriter. Often I was designer, account handler, media and print buyer, supplier-finder, human resources expert and chief negotiator, and the novelty of wearing too many hats wore off. After a decade, seduced by an editor-in-chief role with a lifestyle magazine, Suzanna Cardash gave up her impressive Creative Director title (and the first two letters of her name) and returned to her roots as a wordsmith. It's what I do best.
At Zanna C, I create words that work hard. Email and see how I can help you.