Words. Words matter. Words are powerful - This was one of many key messages that we learned on Tuesday during the highly engaging and informative encounter, delivered by freelance copywriter Sean Callaghan. Another key message was that work does not have to be boring. Using his creative skills, Sean is regularly faced with new and diverse challenges. He finds real rewards in having started with a blank A4 piece of paper to seeing his words and ideas influencing the lives of others and, even, changing behaviours.
He describes his role as “painting with words”. He has been responsible for global advertising campaigns, sending these words around the World. For example, linking the 20th Century Fox film, Logan, with his client Manchester Utd to create the following video: https://www.facebook.com/manchesterunited/videos/10154487275042746/. This has over 9 million views! Or, linking the Russian airline Aeroflot with Manchester Utd to create ‘stadium wraps’ which are estimated to have been seen 3 billion times, across more than 250 territories. Using, yes, words… and his creative flair.
The future of marketing is exciting. We see and hear adverts everywhere: from traditional newspapers, radio and TV to mobile phones, social media, supermarket shelves and even food packaging. It is estimated that we encounter over 3,500 adverts every day. Fortunately for our students, Manchester is the second largest creative capital in Europe (after London), with 8,000 creative digital companies, employing around 82,300 and responsible for a turnover of around £4.1bn. Plenty of opportunities for those who know where to look. Media City could be a good start point with over 250 companies including the BBC and ITV. Sean’s advice to anyone wanting to access this exciting career path: “You are all brands. When applying for jobs, you have to make yourself stand-out”, “Recognise opportunities, and be brave enough to walk through the doorways that open to you” and, perhaps most memorably, “Don’t just spectate; create!”
We would like to express our thanks to Sean for putting together such a highly engaging presentation and for taking the time to inspire our students.