Tangible creative director launches book to get your Copy.Righter.
Tangible creative director Ian Atkinson has published his first book 'Copy. Righter.'
Drawing on his experiences of writing campaigns for some of the best-known brands including Dyson, Sky and Barclays – 'Copy. Righter.' aims to be a guide to contemporary, compelling copywriting for all levels of copywriters, marketers, advertisers.
Atkinson aims to share tips on copy craft to developing concepts and minimising amends, to the psychology of persuasion.
Its publication sees Atkinson fulfil his dream of becoming an author. He said: ”With more than 15 years of copywriting experience under my belt, I was keen to share my know-how with all levels of copywriters.
“With chapters covering concepts, brands and media as well as pieces on lessons from Aristotle, a fibbing gorilla and even Deal or no Deal, my aim was to provide the tips and techniques needed to make writing great and hugely influential”.
'Copy. Righter.' also features some of the copy Ian has written for Tangible clients over the years, which he was given permission to feature, critique and analyse.
Yvonne Balfour, group partner at Tangible, said: “It’s fantastic to see Ian’s book published and on the shelves. We’re committed to nurturing and supporting our talent and best practice learning; and were therefore 100 percent behind him to see it through.
“We’re also proud to see some of the excellent work Ian has produced for our clients over the years critiqued in the book. As one of Tangible’s creative directors, his talent and creativity is an inspiration to us all. Anyone who reads his book from beginners to pros will not only enjoy but undoubtedly boost their own copywriting talent."