Copywriting

DIGITALMEDEA

HEWLETT-PACKARD

Web Copy

As HP rolled out a new look and feel (literally from black to white), and as we began to apply the content strategy, DigitalMedea assisted with the copy, providing examples of how to create clear, scannable content on a page that would reward the user's visit with imagery, videos, and turns of phrase to intrigue and inform. Always wary of marketing fluff, DigitalMedea integrated data to support the headline-thesis.

APPLE

Demo Copy for Sales & In-Store

The words were given the same attention to detail as the graphic design. DigitalMedea wrote the copy for many of those early launches.

Every word was reviewed by Legal and every Apple corporate marketer. Was FireWire blazing fast or super fast or superfast or simply fast? No word or pixel was free from scrutiny. Even Steve Jobs reviewed these scripts and interactive demo copy. He was the toughest customer but still a great fan of these product demos.

HEWLETT-PACKARD

Homepage Promos
72 countries, each with five business units, each publishing four times a month, and DigitalMedea wrote the copy (while art directing) and oversaw its global localization.

We elevated the HP homepage from an under-performing "Sunday circular" (the pages of cheesy discount ads that used to fill up the center of a newspaper) to a brand-worthy display of attractive products and services, quadrupling revenue.

ADOBE

Launch Scripts for Demos & Animations

DigitalMedea supported Adobe in the production of assets for new product launches: product messaging, new product demo scripts, video scripts, sales presentations, keynote speeches, and something we called featurettes. Online animation is now ubiquitous, but at that time it seemed we were inventing a clever way to demonstrate new product features and solutions. DigitalMedea wrote ~50 of these little product tours, and eventually the featurettes became embedded in the Adobe.com web experience, a practice that continues today.

CoPYWRITING

Writing philosophy: copy should encourage the reader to do something differently. Perhaps it's to purchase product, download a file, think differently, explore further, or to feel confident and informed. Either way, DigitalMedea writes for action.

NUANCE

Homepage Headlines

Summing up a marketing campaign in brief customer-centric language and keeping it somewhat entertaining while clearly defining the product's benefit always feels a bit like writing a haiku—but it's a favorite marketing challenging, honed through years of writing ad copy for Apple, HP, Adobe, and Nuance.