DOW -A bond between us

The following is one of my favourite pieces. In a world where huge chemical manufacturers are seen as only being concerned about the bottom line, DOW's creative campaign used a series of television commercials utilising emotive copy and imagery to communicate that DOWs products and services are very similar to the very people they sell it to. (The Human Element)

It was a very effective piece in that it is doing what it's suppose to do- distract from the obvious, clear and undeniable truth of behind all multinational corporations.

Wendy's Fpoon Commercial

Here is a good commercial example of the concept of a portmanteau word.

What is a Copywriter?

A lot of people that I have met have no idea who or what a Copywriter does. Most of the times they believe a Copywriter to be the person who helps someone acquire the right to copy something; as in the legal creative rights to a logo, concept, music, etc.

For that purpose the correct word is "Copyright". 

A Copywriter is a creative professional who works at an Advertising Agency. He/she is responsible for creating the initial concepts for advertising campaigns and writing the actual copy (text) to support those concepts. 

A Copywriter must be a highly creative and imaginative person who must use effective creative concepts and words to sell a client's products and services throughout the different forms of media.