The thinking behind the words
Chris Baylis, the Netherlands
Copywriting is: The clear. The funny. The charming. The persuasive. The genuine. The moving. The logical. The intelligent. The provocative. The thoughtful.
A copywriter knows which approach to use, and when. A copywriter knows this because they have understood the strategy, they’ve had an idea, and then chosen the right words.
In this interactive workshop, we’ll explore how to approach strategy, how to have an idea and then how to approach the copy itself. We won’t be talking about grammar, structure or any of that. Copywriting is imagination and bravery. For the rest, there’s spellcheck.
About the presenter
Chris Baylis - Creative Director and Copywriter An international, award-winning creative leader and storyteller, with 20 years experience in advertising, innovation and branding. I help brands find their purpose, voice and organizing narrative - connecting this to culture through content, advertising, experience design and marketing.
Chris has led network agencies, worked client-side as a copywriter and creative director, helped many of his own clients find their voice, define their brand and reach their audience, and he has mentored and helped many start-ups. Chris taught and lectured at Miami ad-school, Cannes Lions and Eurobest ad festivals. Some of his work is here.