Challenges

• Work seamlessly within large advertising agency hierchy as a subcontractor–creative partner to develop outstanding creative worthy of ad agency's reputation
• Take direction from agency Creative Director as necessary
• Participate in internal team meetings and meetings with client; represent Copy department as a member of the agency team.
• Source input independently, and directly from client

Solution

• Strong creative provided for small-space ad campaign to run in The Boston Globe
• Advertorial conveyed service benefits through anectdotal experience
• Developed retail ads to round out marketing mix; provided copy support for add'l work including G&W prospectus
• All work on deadline and within budget

What was special

• Creative exceeded expectations and upheld agency's high standards. Writer's personal knowledge of wine enhanced creative output and execution.
• "Idea overflow" process to fully explore the creative space and ensure only best ideas executed
• Retained for follow-on work, ensuring creative continuity
• Seamless collaboration that allowed each team member to focus exclusively his/her area of responsibility
• After ad agency project was completed, client requested personal meeting with original creative team to explore future promotion initiatives