Category Archives: Interviews

Interview: Just Maria

44590_10152075809794867_1145786507_nShe’s the kind of girl, who will always surprise you, because she’s not just a girl, she’s not just a copywriter, she’s not just one thing – there are so many things inside her and she always finds the most unusual creative way to introduce them to the audience.

Here she is – one of my favorite copywriters.

Enjoy her world!


Hi, Maria! Introduce yourself!

I’m Maria Makedonska. Now I’m working as a copywriter in the ad agency “All Channels”. Before that I have been 3 years copywriter in the ad agency “Publicis Marc”. Except writing advertising texts, I’m writing fairy-tales as well, shooting short movies and sometimes I even sing in the subways.

How did you get into copywriting?

It looked for me as an adventure.

Are there any copywriting “secrets” you can share with us?

What kind of a secret? Are you talking about the dead body in the refrigerator? In fact the copywriters don’t have any secrets. And the dead bodies are only the ones of the killed ideas.

Who’s your biggest copywriting influence?

March. She’s sitting in front of me at my work place and is creating so many waves of an influence.

What is your favorite book on copywriting?

“Gymnastic for the tail” of Grigory Oster.

But in fact each book is for copywriters.

What inspires you?


If you had to travel back in time, which era would you have liked to have written copy in?

I would come back in Paris during the 30’s of the XIX century for listening Chopin live and if I write something it would be a love novel with him.

What’s the one piece of copy, that you wish you’d have written?

“Today. Tomorrow. Toyota.”

What advice would you give to the copywriters?

Keep calm.

Do you dream often?

I’m trying dreaming not to take more than 90% of my daytime.

Complete the sentence: “Be inspired and…

….if you don’t know where to put the comma, use simple sentences.


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Interview: Dimitra on writing and reading between the lines


One of the advantages to work in advertising agencies is that there you meet many creative fascinating young people.

They not only create visuals and texts – they create an inspiration. They are the ones, which the clients usually don’t see at the meetings and the TV audience doesn’t see them on the TV screens either.

They are not vain, they don’t like to talk about themselves – their work is talking enough to people, who are able to see and listen. And their work is talking loud.

There are two kinds of people in the advertising agencies:

  • The first kind are usually the real creators, who do the job and always try to make a positive change. They are the personalities behind the curtains – they are the real ones, the creators.
  • The second kind are usually the actors, who are trying to be what they are not, but each of their gestures, even their body language is illustrating their real nature – the fake ones.

I adore the first kind of people, because they not only do the job, but they know how to inspire. And one of them is Dimitra Mircheva – a creative person, who found her love in copywriting. I’m happy to introduce you this yound lady. Enjoy the interview with her below!

Hi, Dimitra! How are you? Tell us about yourself – what you did last years?

Hi! I am pretty good, thank you…positive as usual! Talking about myself is one of the things I usually avoid if possible…I would consider myself more of a listener, or preferably a writer.

In the last five years I reoriented myself, turning from the visual aspects of art to writing. I started studying Advertising at New Bulgarian University and it turns out it fit me well. Meanwhile I joined a wonderful and fulfilling trainee program at Publicis Marc, which provoked a pure fascination with advertising within me.

Since then I have worked on various campaigns and clients, including Garnier, MAGGI, The National Museum of Natural History, BauMax, Reporteen -The National Youth Short Film Competition, Vinprom Peshtera and most of all Mobiltel Bulgaria.

How did you become a copywriter?

Just as I was graduating I was given – what I consider to be the chance of a lifetime – my first job as a copywriter (at Demner, Merlicek & Bergman). Of course, I was already sure this is what I wanted to do, but I never ever imagined it would happen so quickly. Now, more than a year later, I feel completely in place.

What obstacles did you face in trying to become a copywriter?

At first I had to put my thoughts into order, I had to learn to think in a precise direction, according to the brief. Then, when I felt I had become a little bit too mainstream I had to go back into thinking “outside the box”. This seeking of balance is probably what I have not yet conquered.

I had the chance to work with enthusiastic and highly talented people so far and the most important lesson I learned form them is to believe in myself.

As for the working process… The true challenge, as I found on the go, is to read between the lines… In other words, you must know the client, his attitudes, his concerns and intentions. What is more, the copywriter should be most familiar with the product and should be relevant to any audience imaginable. Doing all those things is time consuming, but at the end of the day it pays off. Maybe the cliché “to love your job” is too much, but I would say the trick is in finding the fun part of it all and cherishing it.   

What types of projects do you enjoy working on the most?

I find myself most excited everytime i have to work for a completely new product, or even better – a whole new client! The idea of sitting before a “blank page” and starting from the scratch with no “emotional baggage” whatsoever… it is intriguing!

How do you deal with difficult clients?

The power of the three P’s… patience, persistence, positivity

Which one is your favorite project till now?

A few months ago we did a pro-bono campaign for the second National Youth Short Film Competition “Reporteen” and I can wholeheartedly say it was the most fun I have had. The ideas we came through in the brainstorming course were endless and put our minds into something completely different. As for the shooting process – we gathered a skilled filming crew and a talented director with ambitious students with zero experience – it was a sweet challenge to us all.

Which product’s ad campaign and client you dream to work on?

I have never thought of this… let’s see… there are two kinds of campaigns I would like to work on – one with a social purpose and another, which has no budgetary considerations. The idea of creating something socially important with a great impact on people has always attracted me. On the other hand, the opportunity to realize any… ANY project, any spectacular, mind-blowing, unbelievable, experimental, crazy idea… sounds just like a dream!

If you had to do pick a different career path, what would it be?

I feel I would be just as satisfied as a property master at a film production company. Shopping, decorating and paying attention to detail… yes this would be it!

What is your advice to copywriters?

Talent is not a thing, it is all about work… read a lot, write a lot and smile a lot.

Complete the sentence: Be inspired and…

…Let there be rock \m/


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Interview: Paolo Bartalucci on creative writing and ads

1He’s addicted to the creative writing.

He’s a copywriter in an ad agency in Milan, working on communication projects for such clients as Heineken.

His name is Paolo Bartalucci and here is his story of what it means to be a copywriter.

Hi Paolo! How are you? Introduce yourself.

I was born in Siena in the last century and living in Milan for about 12 years. The only reason I moved was my profession. Only in Milan, in Italy, it can work well in adv, although there are some excellent agencies in Rome and Turin.

How did you decided to work in area of advertising?

After graduating and having done the clerk, the usher, the assistant cook, and other work in absurd kind Charles Bukowski Post Office, I realized it would be better to follow my natural predisposition to creative writing and so I decided to follow her, pursuing a master’s in Milan. Since 2001, I did not go more … Who knows, maybe one day I’ll open a restaurant!

Give 3 examples for good things in your area of job, which inspire you.

The ability to listen to music, follow social media, you can follow the real world also work. It is important to always be close to reality, to the point to meet in each its evolution. Just so you can do good things.

Which one was your biggest challenge in the area of advertising till now?

Keep up to date with the transformation of media, profession, languages​​. The difficulty is to remain contemporary…

What are the qualities, that a professional copywriter has to own?

I think that it is enough to know how to write, be curious and wanting to read constantly.

David Ogilvy or Stefan Sagmeister?

Ernest Hemingway and Neil Simon

Which is your favorite communication campaign?

Gatorade Replay.

How do you think, what makes one ad successful and efficient?

I think that is the fundamental approach to cultural insight. If we talk about Italian pasta and everyone knows what we’re talking about the same for baseball and the USA, reggae and Jamaica. Through the attack or strengthening of these you can always think and do some wonderful work. Works that if they do not win any festival, however, can still be understood and appreciated by all.

If someone wants to have a job like yours, what would be your advice?

Try and try again. This is a profession that, with some quality, you can learn.

Internet or TV?

I like them both!

Your favorite slogan is…?

Nike: “Just do it”. Or, Groucho Marx: “I refuse to join any club that would have me as a member”.

What do you think about the advertising nowadays?

The truth is that I do not know how it was before! I arrived in the world of Adv that was already in crisis monetary and things got worse. Paradoxically work instead are more beautiful, interesting and smart. To this I say that you must try and try again, because the young and those who want to do this work can only improve it.

Recommend a book about advertising.

The advertising concept book, Pete Barry. Or Wuthering heights/Emily Bronte – To Have and Have Not/Ernest Hemingway.

Which book you read now?

Il visconte dimezzato by Italo calvino.

What is the thing that I liked most in Cannes this year?

For me the best was real beauty sketches by Dove.

Complete the sentence: Be inspired and ….



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