Over twenty years as a senior copywriter at leading agencies.
Concepts and copy you can count on? You know what to do.
Declan@declanthecopywriter.com
0750 655 9352
SPEAR & JACKSON
ghd
AND THERE SHE WAS, AN URBAN ANGEL. MADE NOT BORN.
As she walked upon the sands, the eyes of the multitudes followed. And when she turned to speak to them, they saw that ghd sea spritz had blessed her with beautiful, natural movement.
And she spoke to them of the miraculous soothing effects of ghd cooling mist, and amazed them with sun survivor shampoo & conditioner, and they no longer feared the sun.
ghd. A new religion for hair
AND THERE HE WAS, AN URBAN ANGEL. MADE NOT BORN.
Fear not, he said unto them, you too shall know street glamour, for my own sleek, straight hair is created by ghd mini styling irons and wet wax. And he spoke of sculpting and impact, and of modelling wax, and they knew that styling was back, and saw that it was good.
ghd. A new religion for hair
AND THERE SHE WAS, AN URBAN ANGEL. MADE NOT BORN.
They knew the urban angel was amongst them and that with ghd ceramic styling irons and oil she had created straight, sleek beautiful hair.
And she said unto them, for you shall also see the truth about ghd tri-style and you shall know gloss, sheen and street glamour.
ghd. A new religion for hair
You don’t always have to think straight.
The world’s best straightening irons are also the world’s best styling irons.
Give your clients fantastic movement, waves and curls with ghd ceramic irons by following the simple steps at www.ghdhair.com
ghd. A new religion for hair
BRADFORD COLLEGE
Bradford College wanted to give their student recruitment campaign a real boost. They got it with ‘Rocket Fuel For Your Future’.
In fact, the results were so spectacular, the campaign ran for five successive years.
FIREBELLY WOODSTOVES
GO-GUM – Caffeine-infused chewing gum for sustained alertness and energy on-the-go.
WNT – CNC Machine tools
ETHICAL DIRECT INVESTING
TATA STEEL
LUBER FINER OILS
FISHERMAN’S FRIEND
SOUTH YORKSHIRE TRAVEL
EAST END FOODS
LEGER SHEARINGS TRAVEL
DUREX
It’s safe to say this ad aroused a good deal of controversy. A good deal indeed because all that extra exposure – including on the BBC – was estimated to be worth around half a million pounds.
THE SANCTUARY DAY SPA
THE PROPAGANDA AGENCY
New business campaign
As an agency, unlike many others, Propaganda never fell into the trap of trying to be all things to all clients. In fact, this was probably its greatest strength. With a firm belief in the power of insight-driven, disruptive marketing, Propaganda attracted clients who appreciated the value of being challenged by a different way of thinking – and the results it can bring. Iconic hair-beauty brand ghd – recently sold for £420 million – is a shining example. Launched to massive success by Propaganda as ‘A new religion for hair’, this invaluable ‘brand truth’ gave ghd the head start it needed on the way to becoming a global phenomenom.
Based on the insight that Propaganda’s genuinely different approach would not appeal to everyone, this campaign (which ran as a series of ‘teasers’ before the ‘reveal’ on consecutive pages in ‘The Drum’ magazine) was credited with three major new business wins in the weeks that followed. Needless to say, this made everyone very happy.
NOT FOR EVERYONE
If it’s time you saw some dramatic improvements, maybe you should be talking to a new kind of agency.
An agency that challenges everything, from your way of thinking to your way of doing things.
An agency that goes way beyond the brief, looking at every aspect of your brand to see how its true value can be realised.
An agency where ideas will always come above reports.
An agency that believes everything we do should give you the courage to succeed.
In short, an agency that knows the most uncomfortable place you can be is the comfort zone.
As we say, Propaganda is not for everyone.
Then again it might, just might, be for you.
The Propaganda Agency
Some of the websites I’ve written.
Email : Declan@declanthecopywriter.com
T : +44 (0)750 655 9352
Based in Sheffield, UK. Available everywhere.
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