For most of my life, writing was a hobby. But after years of hard work (and a little luck), I've become one of the fortunate few who've turned their passion into a career.
To date, I've written just about everything: SEM ads, full digital campaigns, direct mail, print, broadcast - it's all in my repertoire. I invest the same thought and attention to detail in a billboard headline that I would a TV script.
Sometimes, a copywriter's job is to keep a brand fresh and engaging. But every now and then, a brand needs a completely new voice. A new way to announce its presence in a crowded space. Wherever you want to take your brand, it all starts with a writer who does it right the first time.
I left Capital One with a tantalizing offer: Creative Director at Sophos Marketing, a startup digital ad agency.
Sophos Marketing has a unique business model. Rather than offering a full suite of services, we focus solely on subscription-based programmatic display for under $500 a month. For that price, clients are guaranteed 100,000 monthly impressions (we always over-deliver), and of course, top-notch creative work.
My role as Creative Director in a four-person company makes me a one-man creative team. I my have added design and web development to my skillset, but I take special pride in what I've written. Our website, outbound marketing, press releases and print ads, the company tagline, and not to mention every single display ad for more than 150 clients – I wrote them all.
When I joined Capital One in October 2016, I was hesitant to leave the agency world; we’ve all heard rumors about the dullness and monotony of in-house marketing. But at Capital One, those rumors are unfounded.
The Capital One office in Plano, Texas, isn’t your typical corporate monolith. Situated on a sprawling campus, dotted with ponds and outdoor work areas, it’s an ideal place to work and think. (There are even public bikes outside every building!)
I began as a contractor on the Auto Navigator team, but I worked to expand my responsibilities. By the time I was offered a position as an associate—one of only three fully-employed creatives in Auto Finance—I was the chief copywriter for Auto Navigator, Auto Refinance and Pre-Approval, as well as a content writer.
McCarthy is a tier-3 automotive ad agency in Dallas. A small company with a big attitude, it was here that I first cut my teeth on advertising.
The work environment was fast-paced and dynamic. Working with dealerships meant that creative executions and entire campaigns changed monthly (and sometimes weekly), leaving no room for error. Speed, efficiency, and accuracy were key, while still maintaining the lofty standards of McCarthy’s work.
I was an account coordinator, but at an agency with 24 employees and over 30 individual clients, that means a lot more than its name suggests. When I wasn’t producing spots, approving media or sending artwork back for revisions, I was writing. As much as I could.