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	<title>Writer &#38; CoWriter &amp; Co | Writer &amp; Co</title>
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		<title>Novel: &#8216;Pitch Black&#8217; &#8211; a black farce about an ad agency near you</title>
		<link>http://www.writerandco.com/2012/04/pitch-black-a-novel/</link>
		<comments>http://www.writerandco.com/2012/04/pitch-black-a-novel/#comments</comments>
		<pubDate>Sun, 29 Apr 2012 13:53:47 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[Featured item]]></category>
		<category><![CDATA[Opinion]]></category>

		<guid isPermaLink="false">http://www.writerandco.com/?p=370</guid>
		<description><![CDATA[It has not been a good year at the offices of Erasmus, Proffett and Rusk. On top of a slew of advertising account losses, they learn that their biggest, most high profile and longest standing client suddenly requires them to pitch for business they have held for over 50 years. To make matters worse, three agency personnel are questioned by police following a serious incident in the gents&#8217; toilets at the local pub. Suspicions are further raised by a mysterious explosion below the executive washroom, resulting in the death of a sewerage technician and the hospitalisation of a Marketing Manager. With days to go to the pitch, with the longest agency/client relationship in British advertising history on the line, with a Detective Inspector nursing a big hunch and a Marketing Manager a sore backside and an even bigger grudge, the cigar haze at the annual Arrow Awards for Creative Excellence is insufficient to cloak seething passions, and murder is in the air. Free download]]></description>
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		<title>Tiki-Taka v. Sales</title>
		<link>http://www.writerandco.com/2012/04/tiki-taka-v-sales/</link>
		<comments>http://www.writerandco.com/2012/04/tiki-taka-v-sales/#comments</comments>
		<pubDate>Wed, 25 Apr 2012 08:46:23 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[Opinion]]></category>

		<guid isPermaLink="false">http://www.writerandco.com/?p=362</guid>
		<description><![CDATA[Last night, Chelsea played Barcelona in the second leg of the European Cup semi-final (I know, I still say linesman as well). All football followers know the prodigious gifts of the Catalan team. Those who have played the game, at any level, know how difficult it is to play against teams that pass, pass, pass and pass again, until they eventually pass it into your net. Frequently. Barcelona are used to keeping the ball for long periods, and playing just outside their opponent’s 18 yard area. They weave intricate patterns in, around and through defences. They do it beautifully. Some say they raise the game to a form of art. At their best, they are bewitching. Artists in boots laced with silk. But last night was different. The beauty didn&#8217;t achieve the result. Faced with a team unwilling to watch, lie down and applaud, and against a defence that didn’t want to be ‘sold’ this brand of football, they passed, passed and passed again. But couldn’t get through. On countless occasions they were in a position to shoot from 20 yards, where goal after goal after goal is scored each week in every league, at every level of football, in the world. Yet no. [...]]]></description>
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		<item>
		<title>Ad headline options: Knightsbridge Student Accommodation</title>
		<link>http://www.writerandco.com/2012/04/ad-headline-options-knightsbridge-student-accommodation/</link>
		<comments>http://www.writerandco.com/2012/04/ad-headline-options-knightsbridge-student-accommodation/#comments</comments>
		<pubDate>Thu, 19 Apr 2012 10:10:20 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[Work]]></category>

		<guid isPermaLink="false">http://www.writerandco.com/?p=312</guid>
		<description><![CDATA[I&#8217;ll always offer you a selection of headlines for ads/banners/email &#8216;subjects&#8217; etc. Sometimes you have to write a couple of dozen to find a good one. Perhaps the ones you don&#8217;t use for the brief at hand can do an effective job for your website? These were written for press ads aimed at students looking for more than a fleapit in which to lay their hat.]]></description>
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		<title>Web copy: Downlands Tree Surgery</title>
		<link>http://www.writerandco.com/2012/04/web-copy-downlands-tree-surgery/</link>
		<comments>http://www.writerandco.com/2012/04/web-copy-downlands-tree-surgery/#comments</comments>
		<pubDate>Thu, 19 Apr 2012 09:47:53 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[Work]]></category>

		<guid isPermaLink="false">http://www.writerandco.com/?p=306</guid>
		<description><![CDATA[This Wiltshire tree surgery has both a professional regard for its clients and a personal affection for what nature has given us.]]></description>
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		<title>Web copy: This Creative, Manchester</title>
		<link>http://www.writerandco.com/2012/04/web-copy-this-creative-manchester/</link>
		<comments>http://www.writerandco.com/2012/04/web-copy-this-creative-manchester/#comments</comments>
		<pubDate>Wed, 18 Apr 2012 06:50:00 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[Work]]></category>

		<guid isPermaLink="false">http://www.writerandco.com/?p=276</guid>
		<description><![CDATA[Save the waffle about what we do; let&#8217;s talk instead about getting results for the client.]]></description>
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		<title>Ad copy: Syngenta FloriPro Services</title>
		<link>http://www.writerandco.com/2012/04/ad-copy-syngenta-floripro-services/</link>
		<comments>http://www.writerandco.com/2012/04/ad-copy-syngenta-floripro-services/#comments</comments>
		<pubDate>Wed, 18 Apr 2012 06:46:39 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[Featured item]]></category>
		<category><![CDATA[Work]]></category>

		<guid isPermaLink="false">http://www.writerandco.com/?p=272</guid>
		<description><![CDATA[Ad copy for FloriPro Services, a division of one of the world&#8217;s leading agricultural companies. Professional and authoritative, but also with a firm focus on individual customer service.]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Gotta laugh</title>
		<link>http://www.writerandco.com/2012/04/gotta-laugh/</link>
		<comments>http://www.writerandco.com/2012/04/gotta-laugh/#comments</comments>
		<pubDate>Tue, 17 Apr 2012 14:40:38 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[Opinion]]></category>

		<guid isPermaLink="false">http://www.writerandco.com/?p=267</guid>
		<description><![CDATA[Here’s a couple of examples of creative humorous brilliance &#8211; one verbal, one visual. Treat yourself, and keep smiling. Two Ronnies – ‘Mastermind’; Dave Allen – ‘Mini Rage’ (at 3:22)]]></description>
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		<title>On giants&#8217; shoulders</title>
		<link>http://www.writerandco.com/2012/04/on-giants-shoulders/</link>
		<comments>http://www.writerandco.com/2012/04/on-giants-shoulders/#comments</comments>
		<pubDate>Tue, 17 Apr 2012 14:16:28 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[Opinion]]></category>

		<guid isPermaLink="false">http://www.writerandco.com/?p=263</guid>
		<description><![CDATA[I’ve been thinking. We’re paid to come up with ideas every day. How good is that? Don’t know about you, but when I need inspiration, I go back to the work of our pioneers. Not to copy, just to breathe the same air &#8211; there’s a zen saying: “Don’t seek to copy great men, seek what they sought”. I’ve attached some of their ideas &#8211; art, entertainment, salesmanship. And yes, they’re ads. Mostly old ones. Touchstones in marketing’s development. Any could have translated to the web, email, viral, social media and so on. You’ve probably seen them before. And like a good biscuit, you can always come back to them and they always taste good. Go dunk them in your tea at lunch. Start with this, the greatest TV commercial ever made &#8211; because in 1964, it was different: http://www.youtube.com/watch?v=ABcckOTVqao&#38;feature=related Then feast on these: Great ideas]]></description>
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		<slash:comments>0</slash:comments>
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		<item>
		<title>Web copy: Falco Engineering</title>
		<link>http://www.writerandco.com/2012/04/web-copy-falco-engineering/</link>
		<comments>http://www.writerandco.com/2012/04/web-copy-falco-engineering/#comments</comments>
		<pubDate>Tue, 17 Apr 2012 11:12:50 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[Work]]></category>

		<guid isPermaLink="false">http://www.writerandco.com/?p=260</guid>
		<description><![CDATA[Flexible, dependable, precise. This site was written from scratch following a few conference calls with the MD.]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Simples. Without the other &#8216;s&#8217;</title>
		<link>http://www.writerandco.com/2012/04/simples-without-the-other-s/</link>
		<comments>http://www.writerandco.com/2012/04/simples-without-the-other-s/#comments</comments>
		<pubDate>Tue, 17 Apr 2012 08:23:09 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[Opinion]]></category>

		<guid isPermaLink="false">http://www.writerandco.com/?p=257</guid>
		<description><![CDATA[In the world of marketing communication, where we often get the ‘creative’ route rather than the one leading directly to the goods, simple is surely better. Got something to show us? Then talk to us properly. The way we talk. Tell us what’s going on. Make us smile, if you will. Then show yourself out. If you’ve done your job, we’ll remember who you are and what you have to say. This applies to so many walks of life that, ironically, the Russian meerkat in the ad break (almost) says it like it is. If you’re out looking for a model of clarity, brevity and ease of language and understanding, then good luck. Energy companies and their tariffs? All deviation and oily promises. Train operators – rewriting the laws of geography and conjuring a fare out of thin air. Just for you. Want to be an economist? Get an opinion &#8211; any long-winded opinion – and be an expert. Instantly. Because no one else can prove you’re wrong. Why do politicians always sound like politicians? You can tell, within ten seconds of them opening their mouths, that here’s another one, and what they say they think is really what their [...]]]></description>
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