Small Copy Big Picture

I'm a firm believer that a good advertisement doesn't necessarily have to carry a headline. Likewise a picture. Both the headline and picture must work together to trigger the most emotive stimulus. To be provocative, often Less is Best. The greatest challenge for any copywriter is to express an idea without words.








I'd like to think I'm one of the better copywriters Malaysia has ever produced. It's not a fact, just a suspicion. I just love to write. Writing is my only outlet for the ideas which just won't stop coming.

A Malaysian Campaign, used Worldwide

The insight:

- Middlesex University, London has 25,000 students on campus.
- Over 100 languages are spoken.
- 15% of students are from other countries.
- A top university for the arts - performing arts, art & design, theatre management.
- Famous for their work-based learning approach, this holistic culture of Middlesex University is accepted as a core value of the brand.

The board of directors knew this very well although they never crystalised this thought in a sentence. So I did it for them in a few words: FIND YOURSELF IN LONDON. This tagline is now used worldwide by Middlesex University.

The Ads:

- No budget
- Use striking first liner as a headline which compels reading.
- Use of classic book section head as visual idea.