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The Hemingway Rules

April 19, 2023April 8, 2023 by Greg Ippolito

How does one learn to write great copy in the modern context? Start by going back in time: with Mr. Ernest Hemingway.

Categories IMA Post Tags advertising copy, copywriting, Elmore Leonard, ernest hemingway, kansas city star, rules for copywriting Leave a comment

It’s All About the Takeaway

February 15, 2023February 15, 2023 by Greg Ippolito

“The writer is concerned with what he puts into his writings. The communicator is concerned with what the reader gets out of it.”

Categories IMA Post Tags advertising, bill bernbach, communications, copywriting, creative, customer experience, cx, empathy, marcel duchamp, marketing Leave a comment

Should You Replace Your Copywriters with ChatGPT?

January 25, 2023January 19, 2023 by Greg Ippolito

A new technology is being offered as a replacement for copywriters. How well does it live up to its promise?

Categories IMA Post Tags advertising, advertising copy, ai, artificial intelligence, chatgpt, content marketing, copywriter, copywriting, creative, marketing Leave a comment

10 Lessons from a Lifelong Copywriter (Part 2 of 2)

April 13, 2023May 26, 2022 by Greg Ippolito

Our creative director, Greg Ippolito, shares Part 2 of his must-read Top 10 list.

Categories IMA Post Tags advertising, copy, copywriter, copywriting, creative, marketing Leave a comment

10 Lessons from a Lifelong Copywriter (Part 1 of 2)

April 13, 2023April 21, 2022 by Greg Ippolito

Our creative director, Greg Ippolito, shares some well-earned wisdom on the art of writing copy.

Categories IMA Post Tags advertising, copy, copywriter, copywriting, creative, marketing Leave a comment

Ogilvy & The Iceberg

May 5, 2022July 20, 2016 by Greg Ippolito

David Ogilvy showed us that the creative process requires a whole lot more than just brainfarting.

Categories IMA Post Tags advertising, content marketing, copywriting, creative process, david ogilvy, marketing, ogilvy

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