Copywriting is an exercise in agility. Especially in light of recent events such as the pandemic, being eternally responsive, and changing messaging as crises unfold, are basic but crucial steps in the copywriter’s day-to-day choreography.
Category: brands
How Legacy Brands are Using TikTok to Win with Gen-Z Audiences
(As an instructor in U of T’s School of Continuing Studies, I relished the opportunity to donate some words to promote this excellent school. This article was first published here.) Senior copywriter, content strategist, and SCS instructor Samantha Mehra, explains how some major brands are taking the TikTok leap, and doing it right. Created in…
ARTICLE: Inside the Millennial Brain: What They Really Want from Retailers
*This article first appeared on PayBright’s Talking Shop blog, a new website that the PayBright marketing team worked on to deliver the latest news, views, and ‘bright ideas’ to Canadian merchants and customers.* You can find the original post here, as well as a host of other helpful articles! The ‘Millennial archetype’ that may come…
ARTICLE: “Unlock your Potential”: ADP Canada and the Secret Behind Customer Service Success
I sat down in conversation with Sidhu at the tail-end of 2019, the year that his team took home the prestigious Customer Obsessed Award from the Customer Service Professionals Network (CSPN) annual conference. Joined in this conversation was Jessica Cryer, CSPN’s VP of Business and Customer Service Strategy, and during it, we dug deep into how ADP Canada was able to achieve such a feat.
ARTICLE: “Goals: How One NHL Team Scored a Customer for Life”
In my family, the Montreal Canadiens (or, the Habs) are our team. My grandfather would, twinkle-eyed, tell of the thrill of watching hockey on live TV for the first time (and seeing his hero Maurice Richard through the lens of a wavering black-and-white screen), which inspired him to water down the backyard every winter and get his kids skating at “rocket” speed.
ARTICLE: “Life Lessons: What IKEA Gets Right About Customer Experience”
It’s 2019. It’s nearly March. Clearly, I’ve been busy. But in a good way! Writing, editing, video creation, managing a content calendar, overseeing projects (and a phenomenal marketing team) – these have filled my days for many months. And, too, I think some of the fruits of this labour are worth sharing here. So, the time…
Visual Events: Toronto Comicon 2018.
Every year, nerds of the world (or, at least, of the Toronto area) don their best creative cosplay gear and descend upon the Metro Toronto Convention Centre to gush over their favourite sci-fi celebrities, vendors, comic book artists, and collectors. Everywhere you look, visual people abound. This time around, I had the pleasure of visiting…
Visual Memo: Digital vs. Traditional Part II – “Using Tiny Tools to Reach a Big-League Audience”
This article originally appeared here as part of MOXYPLANET Media’s “Lost in Translation: Digital vs. Traditional” series, which is geared towards traditional producers and publishers who may be allergic to the idea of stepping through the digital doorway. You can find Part I here. . Listen up, traditional producers! It’s time to look squarely into the eyes…
samanthamehra.ca 