Copywriting and the Creative Led Sell

This workshop will explore the notion of the creative-led sell and how copywriting for radio can support this.  It will look at the different types of radio advertising, the golden rules of creative writing/copywriting for radio and provide case-studies and research to support this.

Course Content

Why the Creative Led Sell

  • Latest research
  • Sales stats
  • Strategic versus tactical advertising
  • Branding in sound
  • Radio Advertising in the 21st century


Radio - Copywriting and Creative Radio Advertising

  • The Basics* & how to apply them.
  • The Golden Rules of Copywriting for Radio Advertising.
  • Engagement. How to write copy that connects with your listeners.
  • Thinking about the listener/potential customer.
  • Timing of commercials.
  • Interactive writing session with expert feedback

Training Method

A combination of presentations, audio, discussion and practical writing.

Target Trainee Profile

Those responsible for writing creative copy for clients, e.g. all sales and production staff working in stations.



Eugene Ruane - Creative Copywriter

Eugene Ruane (B.A) is an award-winning Senior Copywriter, Creative Director, Group-head and Author.

He began working at Saatchi & Saatchi London in 1980. In his 17 years there he went from junior copywriter to senior writer, group-head and a director of the company. In the same period, the agency went from medium-sized British agency to the biggest and most successful agency in the world.
He went on to work around the world for McCann Erickson satellite, Amster Yard in New York, Saatchis in New Zealand, Publicis in Dublin (where in his head of copy role they became Ireland’s most awarded creative agency).
Eugene is now Senior Tutor, Course Author & Head of Copy at GoCreateAcademy.  He is also a board director with the international advertising and creative festival, the Kinsale Sharks -
Awards include:

  • Cannes Lions (full set - Gold, Silver, Bronze),
  • Epicas (Europe), Clios (U.S), Sharks (international),
  • Campaign (UK) Axis (NZ) Award (Aus) ICAD (Ire).
  • Positions filled:
  • Senior Copywriter. Group-head. Head of copy.
  • Creative director. Board director.
  • Co-author of ‘This And That, Here And There.’ (see Amazon).
  • Board member with the Kinsale Sharks
  • Degree S.I.A.D - Society of Industrial Art and Design.
  • DipLCM - Creative Radio Advertising.