My brain wasn’t always a copywriter. In fact, it wasn’t even aware copywriting was a profession until it was, ummm, well past 35 years old.
Despite lacking this information, my brain had unwittingly been writing copy for many years as an aspect of other roles. Blissfully unaware of the specialist career that awaited.
They say everything happens for a reason. In this case, the knowledge gained from previous job functions gives my brain an invaluable extra edge when it comes to understanding business and formulating copy that really serves a purpose.
My brain scored a whopping 133 on the Cattell Scale when officially tested by MENSA, The International High IQ Society. In layman’s terms, it means my brain is in the cleverest 2% of the population.
My brain’s past life in sales
Products – to trade
Products – to members of the public
It’s also worked in clothing stores. And on market stalls. And behind several bars in pubs and clubs.
Ice to Eskimos
My brain’s past life in publicity
Horticulture and Gardening
Promoting and managing attendee responses for the UK-based press event “Adrian Bloom’s Day at The Bressingham Gardens”.
For: De Vroomen Garden Products 2009
Providing PR representation services for this Dutch exporter of perennial plants and flower bulbs in the UK and USA.
For: Darwin Plants 2000-2006
As a full-time employee for Dutch perennials exporter Darwin Plants, one of my main roles was as PR manager. In addition to the usual press release distribution and media contact management I also answered consumer queries posted on the website www.plantspotters.com
Keeping this international agency’s profile high with both client companies (advertising agencies) and registered freelancers (advertising creatives).
UK press officer for a small portfolio of labels representing bands in the rock/metal genre. Distribution of press releases and press passes, arranging press interviews with band members, looking after foreign bands while touring in UK.
My brain’s past and present life in marketing
A previous life in advertising sales management incorporated involvement with marketing departments. In another subsequent life, this developed into taking responsibility for global marketing operations for a supplier of garden plants.
Today, my brain continues to play an integral part in marketing activities for other international horticulture businesses Blooms of Bressingham and GraftedVeg.com
My brain can entertain
As a teenager in Southend-on-Sea in the mid 1980s, this involved hiring a club, promoting a night and playing Punk singles from my passionately gathered collection.
In early 1990s London, Brit-Pop, Alternative and Classic 80s tracks got incorporated into the mix.
In mid 1990’s Prague, my brain provided the soundtrack for a fundraising night at a well-known city centre venue.
In the early 2000s it dusted off the flight boxes yet again in Amsterdam with occasional “Feel-Good” nights and private parties.
These days, my brain’s music collection regrettably isn’t up to date the way it used to be. But if somebody wants to hire it for a trip down memory lane I might be willing to get the feather duster out!
Since then my brain has been a participant in many different types of events, from training courses to awards dinners, exhibitions, press days and conferences. Some as an attendee and some in a working capacity.
All these have contributed to experience that my brain now puts to constructive use copywriting events-related materials.
England: 2008 & 2010
Function – Advisor on general organisation and PR matters. Responsible for inviting attendees and managing registration.
Working together with event hosts in England and the USA, my brain was responsible for general coordination, attendee management, publicity, copywriting and for advice on publicity materials for the 2008 event, and for publicity and attendee registration for the 2010 event.
For: Darwin Plants / The Red Cross England: 2003
Function – Publicist for celebrity photocall at Chelsea Flower Show.
A new plant was launched to raise money for The International Red Cross in memory of ITN journalist Terry Lloyd. Many well-known newsreaders supported the cause by appearing in the photocall.
For: Modern Music England : 1995
Function – Press officer for touring bands
Touring with bands to gigs and festivals, arranging interviews and press passes.
Function – Organising participant exhibit and associated publicity. Working on participant exhibit as salesperson and PR representative.
Function – Event co-organiser. Party organiser.
When “The Drinking Club with a Running Problem” comes to town, it’s essential to have accommodation, activities, food and drink, and occasionally local authorities in order.
In 2003 and 2004 the Amsterdam chapter was host to international events.
The 2003 event was a one day event attended by 100 guests. The 2004 event took place over a weekend with 350 participants.
For: Members of the public Southend-on-Sea (England): 1986
Function – Ideas generator. Organiser. Publicist. DJ.
Way back in my brain’s party-planning history it wanted to spin a few discs and show the local ‘alternative’ community a good time. So it set u a deal with a local nightclub to host, promote and DJ party nights.
Function – publicist and liaison between Darwin Plants, The International Red Cross and other individuals to create and execute a campaign that raised charity funds through sales of a garden plant.
During my time as in-house publicist at Dutch plants exporter Darwin Plants an opportunity presented itself to raise money for the International Red Cross via sales of a new plant variety. Working closely with The Red Cross, a well-connected media contact and with the cooperation of my employers, my brain devised the strategy to arrange and execute this venture. Highlights of the campaign included a celebrity photo call at the Chelsea Flower show and a public cheque presentation at Gardeners’ World Live. Over £10,000 was raised for The International Red Cross and Darwin Plants enjoyed the benefits of raised industry awareness for their business.
For: The Red Cross/Hash House Harriers Amsterdam: 2004
Function – liaison between Hash House Harriers and Red Cross, co-organiser of event and after-party.
On the eve of major international gatherings, it’s traditional for the Hash House Harriers to host a Red Dress Run and party with proceeds going to charity. With some 200 men and women due to run through the streets of Amsterdam wearing red dresses, The Red Cross seemed to be an appropriate cause. My brain liaised with the local Red Cross organisation and worked with a small team to gain necessary permission from local authorities to collect money from members of the public before celebrating with a public presentation and big party.
Function – local liaison to assist with, suggest and arrange activities.
Working under instruction from the Canada-based tour manager, my brain provided the ‘foot on the ground’ in The Netherlands to assist with research, recommendations, negotiations and setting up of itinerary items (visits to locations of interest, hospitality).
Function – sales of sponsorship packages
My brain was a member of the team that put together the first and second Kerrang!/MTV Awards, involved in planning discussions from concept to execution with responsibility for (successfully) securing sponsorship deals.