You already feel comfortable with writing copy but feel you could push yourself further. In this highly interactive two-day course, you will get the opportunity to collaborate with others on an adventurous challenge: taking a consumer campaign brief and then developing and executing creative solutions. Specifically, you will be tasked to develop a B2C copy strategy relevant to the different stages in the customer journey for a new and innovative product launch. 

You will be asked to generate and present initial concepts for the campaign, before going on translate them into a range of material across digital media, including banner ads, video scripts, blogs, social posts, infographics and longer pieces of web content. 

It’s an excellent opportunity to practise your writing skills in a constructive environment, where you will receive tips, guidance and feedback from a highly experienced trainer and former creative director. 

Who should attend?

  • Practising copywriters looking to hone their skills 
  • Marketing and communication professionals with experience of writing copy, who want more exposure to creative challenge and the chance to move to another level 
  • Marketers who have already taken one or more of our intermediate copywriting courses

Learning outcomes

  • Enhance your ability to analyse and interpret a B2C creative brief 
  • Recognise insights that can inform your copywriting 
  • Work collaboratively to produce concepts which meet the brief 
  • Find out how to create an effective B2C campaign tagline 
  • Practise different techniques to stimulate creativity 
  • Gain confidence in translating ideas across a range of digital media, including web, email, mobile and social 
  • Distinguish between concepts/executions that are weaker/stronger 
  • Explore how to present your creative ideas effectively
  • ..and how to respond to constructive commentary 
  • Practise writing to a deadline 
  • Develop your craft and ensure your copy is as effective as it can possibly be 

Course Dates

Start Date Duration Location
No Course Dates Available

Course Director

Phil Woodford

Phil is a highly experienced copywriter and former creative director, who works for a range of B2B clients in the UK and continental Europe. He started his career in a business-to-business setting, marketing conferences for an engineering institute. After working in-house for a direct marketing business, he spent ten years in advertising agencies before becoming self-employed and combining his writing with training and lecturing. Phil is an Associate Lecturer at University of the Arts London and also teaches at INSEEC U, the largest private university network in France. Each week, he co-hosts a weekly news review show on Colourful Radio, broadcast from London’s Africa Centre.


To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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