This course is aimed at people with some professional experience or just beginning a career as a copywriter or perhaps currently working as a brand manager and wanting to understand the creative process better.

The Craft of Copywriting is built around six modules and is covered over 2 days with a break between for home assignment. It is a blend of theory and practical work across all mediums.

On completion, the participants will have a good understanding of the fundamentals of copywriting and an awareness of the strategic thinking behind todays advertising and marketing. Participants will improve their skills in writing while at the same time judging their own suitability for a creative career. Participants will, after this course, also be in a better position to judge work produced by others.

This course is an enjoyable introduction to the art and craft of copywriting and will create firm foundations for any writing professional in advertising or related industries. It is the only dedicated copywriting course currently available in Singapore.

During the two days there are practical group and individual exercises as well as a short assignment. The two days are packed with practical advice and guidance on writing and how to get ideas. Examples are shown throughout. Packed into the course are modules on copywriting for television and radio, the internet, and print media. Participants learn how to write headlines that get attention and body copy that gets read. Valuable guidance is given on proofreading and producing press releases that get published. Each participant receives a folder which is more a less a blueprint on commercial writing.

This course is conducted in Singapore, Kuala Lumpur, Jakarta and Dhaka.

Attending past courses have been participants from Asian Food Channel, Fuji Xero Asia Pacific, Energizer, 3-Sixty Brand Communications, The Gate Worldwide, Mandate International, Singapore Exhibition Services, Ngee Ann Polytechnic, Chan Brothers, Moove Media, SBS Transit, NTUC Income Insurance, Reader’s Digest and others involved in marketing and communications.

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from previous participants.

To register for this course or ask for more information, contact

The trainer: The course is conducted by Allein G. Moore, an award winning creative man who has held Creative Director roles in London and Singapore for agencies including Leo Burnett, Saatchi Compton, and ChiatDayMojo. Allein has written ads for clients such as DBS, Singapore Airlines, Australian Tourism, Shangri-La Hotels, Mitsubishi Electric, P&G and Nestle in a career spanning three decades.

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