Today we're turning the spotlight on one of our own contributors. Adgrunts, meet Jane Goldman. She's a Boston-based Creative Director/Copywriter who thanks to a current freeelance gig is now adding content strategist to her disciplines. See, kids? Some people are able to wear more than one hat and wear it well. db: What project are you most proud of? So far, I think it has to be "Unfreeze It" for Dunkin' Donuts. It was really the first time I was able to do something innovative for a client in the digital space that took technology and pushed it to do something other than the expected. And, it was an idea that almost didn't get presented to the client--but thankfully it did and turned out to be incredibly successful and a hit with our client. db: Does digital copywriting differ from traditional copywriting? In many ways, no, it doesn't. The way in which copy was done when the web was young is very different from how copy was done in the traditional ad world. Writers would be sent layouts to fill in the blanks. They were not part of the strategy or concepting. And they sure weren't working with the art directors in a team setting. Unfortunately, today, this thinking is still prevalent in some agencies and shops, which can make it harder for digital copywriters to move up the corporate ladder than traditional copywriters in many cases. But, just like in the traditional agency,
there are those who excel at grasping more than just the words, but also understand design, layout, overall ideation process, and are fully capable of managing creative teams underneath them across different disciplines.
db: What's one thing that excites you about the future of advertising? The blurring of lines, the unknown, the new tools at our disposal...the endless possibilities. db: If you could meet with anyone in history (dead or alive), who would it be and why? William Shakespeare or Chaucer. It's a toss up, both were influential to my love of words and writing. db: What's the one piece of advice would you give someone starting out?
Work hard, always want to learn, and don't expect to be entitled to anything. Wow them with your ideas, words, designs. Actions speak with power.
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