What does it take to keep your copywriting fresh and engaging? Recently, ABC television asked the same question. As the network prepared to launch their fall line up, their promotional messaging wasn’t connecting as well as they wanted it to.
So they called on Iron to deliver lead-in copy for four programs, including Modern Family, Body of Proof, Suburgatory and Man Up! With shows ranging from half hour comedy to one hour drama, they were four very different assignments. And often times, with a compressed timeline (ABC had only a week), an agency’s copy department will begin to lump a group of products or services together, with common messaging elements increasing efficiencies. But in many cases, those products or services have very different things to offer very different targets – and while it makes for harder work, it’s important to keep that in mind at every stage of the process.
Case in point, from the outset, we defined a specific messaging positioning for each of the four shows we were assigned, and tethered our thinking to that positioning – assuring we were able to present unique, ownable concepts for all of them.
