In this exclusive we cover:
👉Stephanie’s journey from working two free internships to winning a B&T 30 under 30 award
👉The role of a copywriter from campaign ideation to post-production
👉Stephanie’s role in Amart’s “Free Fall” campaign – where they literally threw a couch from a plane
👉Stephanie’s advice for breaking into a copywriter role in advertising
1. Before we dive into your role at BMF Australia, what has your career journey looked like so far?
I attended Charles Sturt University where I studied a double degree in Advertising and Marketing and Diploma in Communications. In my final year I completed an internship at a boutique creative agency which resulted in a job as a Junior Copywriter and Marketing Coordinator.
After 18 months I then left to take on two free internships and attend ADMA Creative School in the evenings. It was there I got highly commended and the opportunity to share my portfolio with creatives from many different agencies. This led to a freelance trial and then a full-time position as a Copywriter at BMF.
Five-and-a-half years later, I’ve worked on integrated campaigns, travelled to America to shoot in the Arizonian desert, helped make a short film for TEDx, and won B&T’s 30 under 30.
2. Transitioning into work, what the heck does Copywriter @ BMF Australia do?
What is BMF Australia?
BMF is one of Australia’s leading creative agencies with clients including ALDI, The Australian Government, Audi and much more. The full-service creative agency is part of the Enero Group, a global network of marketing and communications businesses.
Most noticeably, BMF is known for being The Home of the Long Idea with a rich history in building trusted brands with effective advertising.
What does your role entail?
My role entails everything from ideation to post-production. I think people are always surprised at the level of creative involvement all the way through from inception to output.
For example, when bringing a film spot to life we:
- Come up with the ideas
- Write the scripts
- Brief amazing production companies and directors
- Work closely with the chosen director and producers to find the:
- shoot locations
- create character profiles
- pick actors
- choose props and even
- select the outfits the actors will wear.
We also attend the shoot and post-production such as reviewing the edits, special effects, colour grading and helping determine the soundtrack for the spot and sound effects. And then there’s the rest of the campaign like print, radio, social and beyond.
3. What’s an example of a campaign that you’ve worked on in your current role and what was your role in bringing it to life?
Campaign name: Amart Free Fall
Example: The work can be viewed here
What was it?
An unconventional and unsuccessful torture test completed in real life. Heroing Amart’s new no-nonsense and matter of fact attitude by throwing a sofa out of a plane.
What was my role?
I was the creative that worked on the brief from ideation and script writing, right through to shooting the TV spot in the desert in America and completing post-production crafting.
4. For those who are curious about a career in advertising as a copywriter, what do the entry level pathways look like?
There is unfortunately no real clear cut way in. A lot of it is about putting yourself out there and meeting people in the industry, relentless persistence, and hard work.
Programs like Award School and ADMA Creative School teach invaluable basics about idea generation but most importantly they allow you to connect with people.
I’ve worked with colleagues who were winemakers and did pharmaceutical degrees before finding their way into Creative departments, so you really can come from any background.
5. What one thing you recommend an aspiring copywriter do right now?
I would recommend talking to someone who is a Copywriter. It’s incredibly daunting but even sending someone a message via LinkedIn and asking if you can pick their brain could be extremely beneficial.
I’d also suggest applying for Award School or ADMA Creative School.
If you are reading this and are interested in becoming a Creative you are even more than welcome to reach out to me: https://www.linkedin.com/in/stephanie-allen-a013b093/