Where Are They Now?

Ben Keenan

Age: 32

Background: I grew up in Melbourne, went to school, misspent my youth playing in rock bands and writing fanzines, made websites, lived in Japan; still proclaim to not really know what I want to do when I grow up. I live with my lovely wife in the inner north of Melbourne.

Studies: BA Media Arts RMIT 1997, Dip ed ACU 1999. Copywriting for Profit 2002. AwardSchool 2004, Fairfax Copyschool 2005.

Work: I've worked as a Kitchen hand, Glassy, Furniture Salesman, Musician, Filmmaker, Kindergarten teacher, Web Designer, Online Business owner and an Advertising Copywriter. Currently Copywriter at Grey Advertising Melbourne

Travel: Lived and worked in Tokyo 2003, been to bits of Europe and US, love Thailand and Malaysia. Caught malaria in Solomon Islands when I was seventeen.

When did you decide to do the copywriting course and why?
I was curious about working in Advertising. I had a housemate who did CopySchool and since that didn't exist, I saw this short course as a good way of learning more. I was working as a Web Designer at the time and thought the course could also enhance my website copy.

When did you complete the course?
I completed the Seminar course in 2002.

What do you do now?
I'm an above the line Advertising Copywriter at Grey Advertising Melbourne.

How has the course helped you where you are today?
I met Fysh Rutherford, one of the course tutors. He did a great class on idea generation and told me about Award School which is an industry-run course which trains people to work in advertising agencies.

What were the main things that you learnt that enabled you to get where you are today?
That there is a job that exists that pays you to play with words and pictures all day.

What is the best part about being able to write copy for money?
It's a privilege to make a living doing something creative.

What aspects of copywriting do you like?
I love coming up with ideas.

What tips would you give someone who is considering becoming a copywriter?
From the perspective of being in an agency writer, you need to be an ideas person first. We get a lot of students coming in who have creative writing backgrounds who fail miserably when it comes to writing ads. Copywriting is very much about expressing the tone and personality of your client in simple, succinct way; a lot of writers find it impossible to not write from their own voice.

Where do you see yourself in 5 years?
Hopefully doing interesting creative work.

What qualities does a copywriter need in order to succeed?
Great ideas, a good work ethic and the ability to love the creative process, not just the finished product

How has copywriting changed your life?
It's made me very vague, but sometimes I find it hard to switch off.

If you were to choose your IDEAL client for your copywriting, who would you choose and why?
I guess it would be someone who trusts you with their communication and is eager to try something new. Clients can often be very prescriptive and unable to see their business from the perception of a consumer. Many fall into the trap of thinking that everyone is as excited as they are about what they are selling - it's probably why so many Australian ads tend to yell at people.

What is your secret to creating successful copy?
Be interesting, be simple, and edit lots.

In 25 words or less describe your thoughts on Bernadette & her copywriting course.
I really enjoyed the insights shared by the people who'd worked in Ad Agencies, It definitely had a strong knock on effect that steered me towards where I am now.

A typical day in the life of ......... Ben
Go into work, get briefs, come up with ideas for ads, write rationales, have meetings and arguments and sometimes make ads.

 
One last insight:
I write kids music!